Unniyarcha sought to scale its digital presence and overcome obstacles that prevented it from reaching its revenue potential. While known for its carefully crafted pieces, Unniyarcha faced several challenges in its digital journey. The add-to-cart journey stalled at a rate of 2.2, limiting growth in online sales. Scaling both organic and paid search efforts through SEM remained difficult, and the cost-per-sale (CPS) began to decline as cart-to-conversion rates faced obstacles. Additionally, the SKU organization on the website needed refinement to improve the customer journey and boost engagement.

To address these challenges, GreenHonchos (GH) implemented a comprehensive strategy across multiple areas of Unniyarcha’s digital presence. The team optimized product and landing pages across the website to improve user navigation and experience. With an updated UI/UX strategy and visually engaging content, Unniyarcha’s online interface became more inviting for customers. Market-driven analysis was used to push high-demand products, while category-based promotions and targeted paid retention marketing ensured better visibility. Additionally, new payment options, including a “Buy Now Pay Later” feature, were introduced to enhance convenience, particularly for high-value products.

GreenHonchos also focused on retaining Unniyarcha’s traditional appeal by aligning campaign shoots with festivals and seasonal events, while launching special gift pages for personalized shopping. Recognizing a growing Gen Z consumer base, fusion jewelry was introduced, appealing to the younger demographic. Influencer marketing further amplified Unniyarcha’s reach, with content that resonated in real-life scenarios, helping build a deeper connection with audiences.

For jewelry brands like Unniyarcha, digital transformation is vital for tapping into new audiences and sustaining growth in a competitive market. With shifting consumer expectations toward convenience, seamless navigation, and personalized shopping, brands can no longer rely solely on traditional retail methods. Leveraging digital channels and advanced analytics to understand customer behavior and enhance product discovery can drive substantial growth. By incorporating tools such as influencer marketing, content optimization, and targeted promotions, jewelry brands can foster engagement, loyalty, and conversions more effectively. Through its collaboration with GreenHonchos, Unniyarcha successfully overcame its digital challenges, implementing a customer-centric eCommerce strategy that seamlessly merges tradition with modern convenience.