Last updated on November 9th, 2016 at 07:00 pm
Open Talk @DSIM
An Interview with Kaushik Mukherjee, Co-Founder of FABBAG.com
FAB BAG is a beauty/grooming discovery and subscription platform. It offers beauty & grooming “subscription packages” via which members receive a curated “FAB BAG” with 3 to 4 top-rated products from global brands every month at their doorstep. FAB BAG also has an extensive range of premium & prestige products for sale online and frequently hosts offline workshops and product launches in collaboration with beauty brands.
Ans.FAB BAG (www.fabbag.com) is a beauty & grooming discovery service where you can sign-up to receive a monthly bag of the best products from top global brands right at your doorstep. For as low as 399/- a month our members can receive both full-size and travel-sized products worth more than thrice in value. Each members can fill in a short fun quiz that tells our experts a bit about their beauty preferences and this helps us deliver products that they are most likely to love.
FAB BAG was a brilliant sweet spot that my co-founder, Vineeta and I accidentally stumbled upon during an evening coffee meet in Powai. Both of us had a very different view of the business – while Vineeta was excited about the beauty/grooming angle of this, I was supercharged about building an internet product that could revolutionize the way brands reached out to customers and vice-versa in India. Today, we have a 35-member team and are based out of our Powai Office and Bhiwandi Warehouse.
Ans. Planning a FAB BAG involves more science than what one would imagine. If there’s anything we’ve done well in the last 3 years, then it is learning from every box and every bag that we have shipped and collecting data points from our members for every new product that we have shipped. For a month’s bag, we typically start the planning process 2-3 months in advance, where we take a look at the last 3 months’ collection of products, the segmentation of our audience and lastly, the brands who partner with us. We keep the product collection fresh by not repeating SKUs, hand-pick specific problem-addressing products from members who flag a beauty need and lastly, are very selective about which brands we allow into a month’s bag.
Ans. Social media is a great way to scale the reach of your brand and we rigorously measure the growth and fluctuations in reach across all social media channels we leverage. Each channel has a unique way of translating the reach, to eyeballs… and ultimately to the traffic that we get on our site. With more customer engagement, we could see our brand reach the “timelines” of prospective customers who were not directly connected to or aware about us. This prompted a further increase in customer engagement… and this was not about people just liking our page or commenting on pictures… they were actually sharing their thoughts of what they liked, why they liked that and very actually engaged.
We started with Facebook, but Facebook doesn’t work for every business. It largely depends upon the audience a business is targeting. Our customer segment was the 21 to 30 year old, a very smartphone friendly, Facebook and Twitter user girl, who loved sharing and talking. They are very vocal in their opinion… if they like something they will strongly endorse it and if they don’t then they will trash it. It was being aware of the power of each individual member that helped us spread the word.
We launched our Twitter and Instagram profiles in the second year and the strategy over there has been more conversational. Today, we have 20K+ followers on Instagram and 10K+ followers on Twitter – both critical channels to building our brands amongst old and new members.
“It was nice talking to you. Thank you so much for your time and providing us valuable information. Team DSIM wishes you all the best for your future.”
Learn from real practitioners not just trainers.
Watch DSIM Trainees Celebrating Last Day of Batch
DSIM Blog is created to help you to know all aspects of Digital Marketing ranging from basics of Digital Marketing to Advance Level Topics, Read our posts and feel free to reach our team for any queries.