Amrutam is a preventive and therapeutic brand, offering both application-based and consumable products focusing on holistic healing and addressing the root cause. Its goal has always been to bring together a community of individuals who are as passionate about Ayurveda and natural living as the brand.
Currently, the brand has 100+ products listed on its website in different categories - hair, skin, and health. It started amrutam.global as a side project in 2019 to offer Ayurveda consultations to its customers who would often call it and ask it to connect them with its Ayurveda docs and although it has been running in stealth mode since then - it helped the brand understand the pain points of customers and how a large segment of audience from Tier-1 cities are shifting to ayurvedic consultations and making them as their first choice when dealing with lifestyle concerns.
The Step Forward
The brand has been working on and building a mobile app. “With this app, we plan to include Commerce, Community, Content & Consultations at play - where commerce remains the majority stakeholder like always,” Agnim Gupta, Principal: Tech & Growth, and Stuti Ashok Gupta, Principal: Brand & Vision, Amrutam said.
The app would offer features where - Ayurveda experts/ Yoga professionals listed on its platform would be able to offer consultations, produce content, build their own audience and engage with them on the platform itself.
In the ever-evolving landscape of commerce, the transition from brick-and-mortar stores to virtual marketplaces has been nothing short of revolutionary. Over the past few decades, the advent of e-commerce has transformed the way we shop, offering unparalleled convenience, variety, and accessibility to consumers worldwide. However, as technology continues to advance and consumer preferences evolve, the traditional e-commerce model is undergoing a paradigm shift, ushering in a new era of retail: social commerce.
The roots of online retail can be traced back to the early days of the internet when pioneering companies like Amazon and eBay paved the way for the revolution in the retail industry. With the rise of e-commerce platforms, consumers gained the ability to browse and purchase products from the comfort of their own homes, transcending geographical barriers and opening up a world of possibilities.
As e-commerce continued to gain momentum, innovations such as mobile shopping and one-click checkout further accelerated the growth of online retail. With the proliferation of smartphones and the widespread availability of high-speed internet, shopping on-the-go became the new norm, allowing consumers to browse and buy products anytime, anywhere.
However, despite the convenience and accessibility of traditional e-commerce, there remained a disconnect between the online shopping experience and the social interactions that occur in physical retail environments. Recognising this gap, forward-thinking brands began to explore new ways to integrate social elements into the online shopping journey, giving rise to the phenomenon known as social commerce.
Social commerce represents the convergence of e-commerce and social media, leveraging the power of platforms like Facebook, Instagram, You-Tube and Pinterest to facilitate and enhance the shopping experience. With the introduction of features such as "buy" buttons and shoppable posts, users can now seamlessly transition from browsing their social feeds to making purchases, all within the same app.
One of the key drivers behind the rise of social commerce is user-generated content (UGC), which has become a powerful tool for brands to leverage in their marketing strategies. By encouraging customers to share their experiences, reviews, and product photos on social media, businesses can create authentic connections with their audience and build trust and credibility in ways that traditional advertising cannot replicate.
Influencer marketing has also played a significant role in the success of social commerce, with brands collaborating with social media influencers to reach new audiences and drive sales through sponsored content and affiliate partnerships. By harnessing the influence and reach of these digital tastemakers, businesses can effectively promote their products in a way that feels genuine and relatable to consumers.
Moreover, interactive experiences have become a cornerstone of social commerce. Brands leverage features such as live streams, Q&A sessions, and polls to engage and entertain their audience. By providing immersive and interactive content, businesses can create a sense of community and excitement that encourages users to actively participate in the shopping experience.
Personalization is another key aspect of social commerce that enhances the shopping journey for consumers. By leveraging data from social media profiles, businesses can deliver targeted product recommendations and advertisements tailored to users' interests and preferences, ultimately enhancing the relevance and effectiveness of their marketing efforts.
Furthermore, content monetization has emerged as a lucrative opportunity in social commerce, allowing creators to capitalize on their influence and creativity by directly generating revenue from their content.
Social commerce represents a new frontier in the world of retail, offering brands unprecedented opportunities to connect with consumers in meaningful and impactful ways. By integrating social elements into the online shopping experience, businesses are creating authentic connections, driving engagements, and ultimately, driving sales in a way that transcends traditional e-commerce.
As we continue to embrace the digital age, the evolution of online retail will undoubtedly be shaped by the innovations and possibilities of social commerce, ushering in a new era of retail for the modern consumer.
Ashna Ruia, Founder, LehLah
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