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Case Study
Home & kitchenware brand grows e-commerce sales by 12X

After achieving initial traction at the time of launch, a home and kitchenware brand’s sales had stagnated. The brand was operating in more than a dozen, highly commoditized product categories, facing cut-throat competition on price and value.

NorthSide was engaged to revive momentum and build sustainable demand for the brand’s products by developing and executing a strategy in the market.

NorthSide diagnosed that the brand needed a fresh positioning to break through the clutter in the commoditized space and justify premium pricing while remaining relevant and appealing across its diverse product categories.

Key Insight

Despite a variety of brands to choose from, Indian homemakers are disappointed by the level of understanding that brands display toward their needs, often offering poorly designed products.

NorthSide Approach

  1. Identified the usage drivers & barriers for 12+ categories and subcategories. 
  2. Defined the ‘where to play’ area for the brand using NorthSide’s proprietary 7Ws and Competition Framework.
  3. Identified key consumer insights that cut across categories.
  4. Identified ‘hero products’ that consumers perceived were differentially better than the competition to serve as the core of the brand.
  5. Developed four concepts and identified one winning concept that was differentiated and relevant for the brand through consumer testing.
  6. Developed the tagline, visual identity, and communication for the brand.
  7. Created a communication and messaging architecture at the brand level, tailored down to each product category.
  8. Developed and executed a launch campaign on social and digital media.
  9. Executed an e-commerce relaunch strategy and launched the Amazon store.
  10. Increased distribution on e-commerce to three platforms.
  11. Leveraged consumer acceptance of the positioning to direct the innovation pipeline and drive revenue growth.

Results

  1. E-commerce sales grew 12X within 8 months of in-market execution.
  2. E-commerce contributed 20% of overall sales.
  3. First-time product trials generated in 10+ new cities.
  4. Added 5 percentage points to the growth rate in offline retail channels.
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Launched home furnishing brand in South Asia and U.S.A

A premium Indian home furnishing and decor brand aimed to broaden its international presence by launching on Amazon Singapore and USA. Their objectives included listing all products on these marketplaces, achieving rapid sales growth, and selling out inventory within six months to avoid Amazon’s Long-Term Storage Fees (LTSF). NorthSide was engaged to manage the process end-to-end, focusing on product listing optimization, issue resolution, and effective promotional strategies. NorthSide Approach Conducted SEO research to identify top keywords and updated product titles, descriptions, and bullet points to enhance visibility and appeal. Actively monitored stock levels to avoid LTSF fees, provided timely stock reports, and implemented strategies to liquidate slower-moving items within 4-5 months. Leveraged Amazon’s promotional tools (e.g., Lightning Deals, coupons) to boost visibility and attract customers, with activities tailored to market trends in each region. Worked directly with Amazon account managers for streamlined issue resolution and strategic guidance, ensuring seamless operations and optimized advertising. Key Insights Strategic product listing optimization, proactive inventory management, and region-specific promotional tactics are essential for a successful international e-commerce launch. Results Achieved first-page rankings for top keywords through listing optimization and strategic promotions, increasing organic visibility and sales. Sold most top-selling items within 30-45 days of arrival and successfully liquidated slower-moving products by the 4th or 5th month, effectively avoiding LTSF fees.

E-commerce and Quick commerce Services

Snack brand achieves 20X revenue growth on e-commerce and quick commerce

NorthSide was engaged to develop a growth plan for a premium new snack brand by focusing on e-commerce and quick commerce as key channels NorthSide Approach Developed a full strategy and month-wise execution sales and advertising plan to drive growth on the channels. Launched the product on various e-commerce and q-commerce platforms focusing on increasing geographical reach through pin code expansion Created demand on e-commerce and q-commerce platforms using static and creative visuals in the form of banner advertisements and spotlight advertisements. Integrated social media presence that helped drive traffic to e-commerce sales platforms Created a target pool of an incremental 500K consumers within 4 months to target Remarketing to consumers who have considered the brand using multiple creatives in-line with the brand positioning Performed in-depth analysis of inventory turnover rates and stock-out occurrences across e-commerce and quick-commerce platforms to optimize stock levels and maintain continuous product availability. Conducted iterative consumer trials through sampling initiatives on e-commerce and quick-commerce platforms, using feedback to refine product offerings and enhance market share in the competitive snacking industry. Key Insight A targeted, data-driven approach to e-commerce and quick-commerce, focused on brand positioning, market reach, and 360 consumer engagement, can yield exponential growth even in competitive markets. Results 20X+ revenue growth achieved within 12 months of launch 17X+ growth in units sold achieved Developed a robust marketing system to create an incremental audience pool of consumers who are considering the brand No. 1 best seller within the category in select marketplaces

We are NorthSide. A strategy and execution company, that helps companies, incubate ventures and scale up brands by integrating market intelligence, insight generation, market segmentation, brand proposition development, creative services, e-commerce and quick commerce scale-up, all under one roof.

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