Nykaa: When Tech Enhances Beauty

Solution Requirement

Nykaa was looking to expand their digital marketing capabilities in 2015 after relying on organic traffic and email advertising for the first two to three years of the business. They were heavily invested in social media and other retargeting vendors but realised that they were only able to reach about 2 to 3 per cent of their overall cookie ad pool.

With India moving towards a mobile-first society, Nykaa wanted to tap on this trend to ensure that they are reaching out to their customers’ preferred platforms. To maximise their ad targeting efforts more efficiently, Nykaa needed a strong partner to help them manage their 2 to 3 million cookie pool and meet their business targets.

Solution Deployment

To effectively maximise the cookie ad pool – be it on desktop or mobile – at a cost-efficient rate, Nykaa adopted Criteo Dynamic Retargeting and The Criteo Engine since August 2015 to deliver dynamic and personalised ads to shoppers based on their browsing behaviour.

With Criteo Engine, Nykaa was able to compute a consumer’s readiness to purchase by assessing their online browsing behaviour, be it on the web, mobile web and app. Criteo’s Dynamic Retargeting tool was then able to analyse a consumer’s data based on their online user patterns to derive a strong understanding of what they wanted and needed. This allowed Nykaa to better understand their customers’ user behaviour and improve their business decision making.

Solution Benefits

Through this partnership, Nykaa saw a significant rise in sales, CPO and ROI since Criteo’s solutions were deployed. Criteo helped the team to significantly increase its cost per order, the return of investment and sales revenue. The company’s proprietary performance marketing technology allowed them to personalise its ads and deliver relevant experiences to convert shoppers to buyers.