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Racold leverages misspelled words to boost geyser sales on Amazon

WATConsult's Ecommencify division decodes Indian language users

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MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched a unique campaign for Racold water heaters from the house of Ariston Thermo leveraging Amazon Marketing Service.

Amazon houses all types of audiences including a huge pie of non-English speaking customers coming predominantly from Tier 2 & 3 towns of India. While water heater sales on Amazon were very high during the winter season and every brand was doing standard business, there was a huge miss on the fact that there are a set of customers struggling to find the right product.

It was observed that customers, especially from tier 2 & 3 towns, speak in a certain local dialect and thus their literal pronunciations of English words sound different. As a result, customers also type as they speak which often leads to spelling mistakes.

Tapping into the same, the Ecommencify (Agency’s E-Commerce vertical) team created a unique campaign using wrongly spelled keywords; like the word ‘Geyser’ which was often misspelled into multiple variations like ‘Gijar’, ‘Geezar’, 'Geezara" etc. More than 526 misspelled keywords were used to fulfil this additional demand of greater than 3.5 million searches over a quarter. This resulted in a return on the actual spend of 16X and it did not stop just there; the team inserted these keywords into each and every product listing on Amazon (through catalog keywords insertion activity) ensuring long term benefits for Racold.

Ariston Thermo India Pvt Ltd VP – marketing Prashant Dhar said, "Racold is a brand synonymous with breakthrough innovation and we never stop listening to our customers whether it is in terms of product innovation or their needs/demands. WATConsult provided a highly insightful and in-depth understanding of consumer behaviour on E-Commerce platforms enabling the brand to touch newer heights and witness great success."

WATConsult founder and CEO Rajiv Dingra said, "Ecommencify team analysed and understood the behavioural patterns of consumers while searching a product online. Considering the fact that our country has diverse languages and every language has a different dialect, we figured that people, many times, type as they speak which results in miss-spelling. We used this simple insight and leveraged 'Amazon Search Ads' to drive whopping sales for our brand."

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