Business Today 14th January 2018 - Page 163

ILLUSTRATION BY NILANJAN DAS of geographic trends. You see an immediate spike in moisturiser sales in the north, and you know that winter is coming. Sales of anti-frizz hair products always pick up during the monsoon. When I see these trends, I can work with our marketing team to leverage communications accordingly. A t Nykaa, we are constantly innovating, be it testing how best to display products or trying content strategies or bringing in cult brands. Keeping an eye on orders enables me to see how we can influence buying behaviour and whether custom- ers trust our curation/recommendations. When we first introduced luxury brands on our site, studying the luxe carts helped me understand how this high-end customer behaves. As was ex- pected, there were brand loyalists who exhibited the one-brand, one-product behaviour. But interestingly enough, there was also a good proportion of mixed- category carts with products across masstige and luxury segments. It tied with my gut feeling that a multibrand, multicategory experience was what the customer was looking for. It also provides an insight into onsite activ- ity. Many times, I am able to pick up on anomalies such as pricing errors or discounting exploitation. In fact, it has created a kind of high-alert situation where my team endeavours to find errors before I do. When we launch a new product or have a special sale, I have a fair idea of how well it will perform based on the cart size and the penetration that I see. I am an early riser, and it has become a routine to wake up and sift through orders. Perhaps, in the be- ginning, I managed all the orders of the day. Now I am lucky if I get through a hundred. Still, it is some- thing that I enjoy. January 14 I 2018 I BUSINESS TODAY I 163