In today's digital age, video content has emerged as a powerful tool for businesses to engage with their audience and drive sales. Traya, a leading player in the hair care industry, has successfully leveraged video commerce to transform its customer journey. Team Swirl  sat down with Sandip Agarwal, Head of Engineering at Traya to understand the intricacies of their strategy.

Listen to the full podcast here:

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About Sandip, Head of Engineering at Traya: From Entrepreneur to Industry Leader

Sandip’s career began in the BFSI space before he ventured into the world of health tech startups. His entrepreneurial spirit led him to co-found Club Yantra and Genecorp, where he shifted focus from revolutionising the fitness industry to developing a health plan app through genetic testing, both ventures facing significant challenges.

Finally, Sandip's determination and adaptability brought him to Traya. His experiences in building tech solutions for the health industry, his entrepreneurial spirit and his understanding of the industry challenges have been instrumental in shaping Traya's growth trajectory.

The Birth of Traya's Video Commerce Strategy

Initial Challenges and POCs

Traya's initial sales funnel was heavily web-oriented, with users primarily coming from graphic content on Facebook, Instagram, and Google. The transition from video content to a graphic-heavy website created a mismatch, prompting Traya to seek a solution. In September 2021, they began exploring video commerce solutions and conducted several POCs, including with Swirl.

The Power of Video Commerce

Traya's decision to embrace video commerce was a strategic move to address the limitations of traditional web-based marketing. By incorporating shoppable videos into their funnel, Traya has been able to:

• Enhance customer engagement: Video content is more engaging and effective in capturing audience's attention than static images.
• Drive conversions: Shoppable videos allow customers to make purchases directly within the video, streamlining the buying process.
• Improve customer experience: By providing valuable information and showcasing product benefits through video, Traya has created a more immersive and satisfying customer experience.

Full-Funnel, Video-Driven Approach: 80% App Video-Based

Traya's video strategy extends beyond the sales funnel. They utilize video content across various stages of the customer journey, including:

• Awareness: Engaging video ads on platforms like Facebook and Instagram to introduce the brand and its products.
• Consideration: Shoppable videos on the website and app to showcase product benefits and drive purchases.
• Conversion: Optimized video content to encourage add-to-cart and checkout actions.
• Retention: Post-purchase videos to provide product usage tips, address common concerns, and foster customer loyalty.

With 80% of their app being video-based, all powered through Swirl, Traya maximizes the impact of video content across all touchpoints.

The Role of UGC in Building a Strong Brand

User-generated content (UGC) is a powerful tool for building trust and credibility. Traya has successfully leveraged UGC by:

• Identifying brand ambassadors: Collaborating with satisfied customers to create authentic and relatable content.
• Building a strong community: Engaging with customers through social media and other channels to foster a sense of belonging.
• Incentivizing UGC creation: Offering rewards or exclusive benefits to encourage customers to share their experiences.

The Human Touch in a Digital World

Traya's success extends beyond technology and into the realm of human connection. The company's dedication to personalized customer care, exemplified by the role of hair coaches, has been instrumental in building trust and loyalty.

• Personalization through hair coaches: Traya's hair coaches provide dedicated support, addressing customer queries, and ensuring product efficacy. This personalized approach fosters strong customer relationships.
• Leveraging customer feedback: By actively seeking feedback and transforming satisfied customers into brand ambassadors, Traya has created a powerful word-of-mouth marketing engine.

Tapping into Tier 2, Tier 3, and Tier 4 Markets

The untapped potential of India's smaller cities is immense. Traya has successfully navigated this market by understanding the unique needs and preferences of consumers in these regions.

• Localized content: Creating content in regional languages resonates with the target audience and builds trust.
• Accessible pricing: Offering products at affordable price points ensures wider reach and adoption.
• Personalized support: Providing dedicated support through human interaction strengthens customer relationships.

The Role of Technology Partnerships

Traya's partnership with Swirl has been instrumental in their video commerce success. By focusing on core competencies and leveraging Swirl's expertise, Traya has optimized its resources and time-to-market.

• Shared vision: Both Traya and Swirl share a common goal of revolutionizing the shopping experience through video.
• Scalability and efficiency: Swirl's platform provides the necessary infrastructure and tools, allowing Traya to focus on content creation and customer engagement.
• Continuous innovation: The partnership fosters a collaborative environment where both parties contribute to product development and improvement.

Overcoming Challenges and Measuring ROI

Implementing a video commerce strategy requires careful planning and execution.Traya’s approach to overcoming challenges and measuring ROI includes:

• Prioritize customer experience: Focus on creating valuable content that resonates with the target audience before worrying about immediate ROI.
• Start small and iterate: Begin with a pilot project to test the effectiveness of video commerce and refine the strategy based on results.
• Leverage analytics: Track key performance indicators (KPIs) to measure the impact of video content on customer behavior and sales.
• Build strong customer relationships: Foster a community of brand advocates through personalized interactions and exceptional customer service.

Scaling Video Commerce: Future Directions

Traya's vision for the future involves deepening its engagement with customers through innovative video formats and personalized content.

• Interactive video experiences: Exploring interactive elements within videos to enhance user engagement and drive conversions.
• Real-time video commerce: Leveraging live streaming to create immersive shopping experiences and foster direct customer interaction.
• Data-driven optimization: Utilizing advanced analytics to refine video content and targeting strategies.

Advice for Brands Embarking on Video Commerce

Sandip offers valuable advice for brands considering video commerce:

• Start small: Begin with a limited scope to test the waters and gather insights.
• Focus on long-term results: Avoid short-term metrics and prioritize building customer relationships.
• Measure and iterate: Continuously analyze performance data to refine your strategy.
• Choose the right partner: Select a platform that aligns with your business goals and provides the necessary support.

Key Takeaways

• The human touch remains essential in building customer relationships, even in the digital age.
• A strategic partnership with a video commerce platform can accelerate growth.
• Focusing on customer experience is paramount for long-term success.
• Experimentation and data-driven decision-making are crucial for optimizing video commerce efforts.

By following Traya's example and implementing these strategies, brands can unlock the full potential of video commerce and drive exceptional results.