TABLE OF CONTENT

About the Client

Nykaa is India's top multi-brand beauty and wellness retailer, serving over 20 million active users. With 1,200+ brands and six warehouses, it processes over 500,000 orders daily. The platform offers a vast range of makeup, skincare, haircare, fragrances, luxury, and personal care products. Nykaa also fosters a strong community through video tutorials, expert advice, and user interactions, setting industry benchmarks in digital beauty retail.

Business Situation

Nykaa faced multiple challenges in enhancing user engagement and optimizing conversions:

Outdated Blog System: The blog was on an old WordPress version, limiting performance and user engagement.
Low Organic Traffic: Inefficient SEO and technical constraints affected discoverability and audience reach.
Lack of Shoppable Videos: Users couldn’t purchase directly from video content, leading to missed sales opportunities.
Inefficient Video Integration: Manually embedding YouTube videos lacked automation and seamless user experience.
Absence of User Community: No dedicated space for discussions, Q&As, or expert interactions.
Scalability Concerns: Needed a robust tech stack to support AI-driven content recommendations and real-time analytics.

The Solution

Unthinkable executed a multi-faceted digital transformation to elevate Nykaa’s platform:

Nykaa’s blog was upgraded with a new WordPress version, improved UI/UX, and advanced SEO strategies, leading to higher engagement. The team also developed an AI-powered shoppable video feature, allowing users to purchase products directly from videos. Additionally, a user community network was created to enhance discussions, expert Q&As, and real-time interactions.

AI-Powered Shoppable Videos: Developed smart tagging and direct add-to-cart functionality from video content.
Blog Revamp: Upgraded to WordPress V4.5, optimized performance, and removed outdated plugins.
Automated Video Integration: Enabled seamless YouTube video import with product tagging.
Interactive Community Network: Built a forum for beauty discussions, expert advice, and trend updates.
Live Video Streaming: Enabled real-time expert Q&A sessions and product showcases.
Smart Content Categorization: Implemented Elasticsearch for efficient content discovery across blogs and community sections.

The Impact

Within three months, the newly launched user community network attracted 150K monthly visits and 250K subscribers, with 13K new members joining weekly. Customers from the community had an average order value 7.8% higher than regular users. Blog performance improved significantly, with a 123% increase in average time spent and a 42% reduction in bounce rate. The AI-powered ‘Watch and Buy’ feature resulted in a 40% add-to-bag conversion rate, streamlining the shopping experience. The client’s community network was recognized at the Content Marketing Summit & Awards 2018, and the shoppable videos earned accolades for Best Use of Intelligent Content.

Conclusion

By integrating AI-driven features and enhancing content engagement, Unthinkable transformed the client’s beauty eCommerce platform into a more interactive, high-performing, and customer-centric ecosystem. The AI-powered shoppable videos, revamped blog, and user community strengthened customer relationships and drove higher conversions. This digital transformation positioned the client as an innovation leader in the beauty eCommerce space, demonstrating the power of AI in enhancing user experience and sales. With continuous improvements, the client is set to scale further, leveraging intelligent content and community-driven commerce.