DFOL Customer Profile
E-commerce (Nykaa)
DFOL:
DFOL, a footwear brand from Germany, decided to expand its business to India, but it faced several key challenges. Although DFOL had a well-established showroom in Singapore and operated successfully in Germany, entering the Indian market, especially on platforms like Nykaa, required a deep understanding of local market dynamics, consumer preferences, and the e-commerce platform’s requirements. DFOL specializes in selling heels, boots, and shoes, with a focus on heels over 4 inches and high boots, which were not readily available in India at the time.
Docsico provided an end-to-end solution to help DFOL establish a strong presence in the Indian market. Here’s a detailed breakdown of the entire process:
1) Initial Meetings and Understanding the Market: +
DFOL had a clear goal—to bring their high-end heels, boots, and shoes to the Indian market, a space they knew had potential but was unfamiliar to them in terms of local regulations, consumer behavior, and platform nuances.
- Six Detailed Meetings: Docsico initiated a series of six meetings with DFOL’s executive team to thoroughly understand the brand’s objectives, challenges, and long-term vision. DFOL was already a key player in Europe with a showroom in Singapore and a growing presence in Germany, but India was uncharted territory.
- Market Research: Docsico conducted deep market research on consumer preferences in India, specifically regarding high-end footwear. It was evident that there was a gap in the market for heels over 4 inches and long boots—products that DFOL specializes in.
- Identifying Platform Fit: Nykaa was identified as the best platform for DFOL’s entry into India, due to its strong presence in the fashion segment and premium customer base. Docsico identified that DFOL’s products, which ranged between INR 7,000 to 8,000, would attract the right audience on Nykaa, especially given that high heels over 4 inches were not commonly available in the Indian market at that time.
2) Crafting a Plan of Action: +
After identifying Nykaa as the platform to focus on, Docsico crafted a Plan of Action tailored to DFOL’s unique challenges:
- Product Pricing and Prepaid Focus: Given DFOL’s refusal to offer cash on delivery (COD) due to the high ticket value of their products, Docsico devised a strategy where all transactions would be prepaid only, ensuring smoother cash flow and minimizing potential risks related to returns and cancellations.
- Logistics Strategy: Importing products from international locations like Hong Kong and Germany required meticulous logistics planning. Docsico ensured that DFOL’s supply chain could handle the timelines and avoid any disruptions caused by customs delays or late shipments.
3) Trademark and Legal Framework: +
With a clear plan in place, Docsico assisted DFOL in navigating the legal and regulatory landscape in India. This included:
- Trademark Registration:
DFOL’s brand needed to be registered in India to prevent any potential legal disputes or trademark infringements. Docsico handled the trademark filing process to ensure that DFOL’s name and identity were protected as they entered the market.
4) Applying for Nykaa Brand Approval: +
To ensure that DFOL could successfully list its products on Nykaa, Docsico helped prepare and submit a comprehensive brand presentation (PPT). This included:
- Highlighting Product Uniqueness: Since heels over 4 inches were not readily available in India, this was emphasized as a unique selling point in the PPT.
- Premium Positioning: DFOL’s products, which are high-ticket items, were presented as premium, high-quality footwear targeting fashion-forward customers.
- Long Boots and High Heels: Docsico showcased DFOL’s wide range of products, including long boots and stylish heels, to appeal to Nykaa’s customer base.
5) Nykaa Brand Approval Process: +
Once the PPT was submitted, Docsico facilitated the communication with Nykaa to secure brand approval. This process involved showcasing DFOL’s international reputation, premium product quality, and unique offerings.
6) Product Photoshoot and Image Approval: +
To meet Nykaa's high standards for product photography, Docsico organized a professional photoshoot for DFOL’s products:
- Location in Hong Kong: : Since DFOL already had strong ties with Hong Kong, the shoot took place there, using experienced models and stylists familiar with international trends.
- High-Quality Imagery: Nykaa requires top-tier images that showcase the products in the best light. The shoot focused on highlighting the intricate designs, materials, and fit of DFOL’s footwear. Special attention was paid to ensuring that the 4-inch heels and long boots were visually emphasized in line with Indian consumer preferences.
- Nykaa Standards: Docsico ensured that the product images met all of Nykaa’s technical and aesthetic requirements, from resolution to styling. This resulted in the quick approval of the product images.
7) Signing the Agreement with Nykaa: +
Once the product images were approved, DFOL entered into a formal agreement with Nykaa. Docsico guided DFOL through:
- Understanding Terms and Conditions: Docsico explained the agreement terms, including pricing, payment cycles, and delivery logistics.
- Prepaid Only Orders: Docsico worked with Nykaa to ensure that all orders for DFOL’s products would be prepaid, as per the client’s requirements.
8) Nykaa order process setup and Product Listing: +
After signing the agreement, Docsico handled the Nykaa order process setup, which involved office setups like PCs to the product packaging to meet Nykaa’s requirements. Which is the final stage in onboarding a brand on the platform. This included:
- Product Listings: Docsico ensured that each product was listed with SEO-optimized descriptions, clear-size guides, and high-quality images.
- Highlighting Key Features: The product descriptions emphasized the uniqueness of DFOL’s high heels and long boots, as well as the premium quality of materials used.
9) Promotions, SEO, and Keyword Research: +
Once DFOL’s products were live on Nykaa, Docsico focused on driving visibility and sales through various marketing and SEO strategies:
- Promotions: Docsico launched initial promotions and offers to create buzz around the brand and attract customers to the new listings.
- SEO and Keyword Optimization: Detailed keyword research was conducted to ensure DFOL’s products appeared in relevant search results, such as “high heels,” “premium footwear,” and “long boots.”
10) Omnichannel Strategy: +
After establishing DFOL’s presence on Nykaa, Docsico implemented an omnichannel strategy to expand its reach. This included:
- Exploring Other Platforms: While Nykaa was the primary focus, Docsico also began exploring opportunities on other premium fashion platforms in India.
- Integrating with DFOL’s International Strategy: The omnichannel approach ensured that DFOL’s Indian business was in sync with their operations in Singapore and Germany, allowing for a seamless global strategy.
11) Overcoming Logistics Challenges: +
Given that DFOL’s products were being shipped internationally, logistics and delivery were a key concern. Docsico worked to ensure:
- Optimized Shipping Times: Although the products were imported, Docsico helped DFOL reduce delivery timelines by streamlining their logistics partners.
- Prepaid Order Focus: By focusing on prepaid orders, DFOL was able to avoid the risks associated with cash-on-delivery (COD) transactions, ensuring smooth cash flow and minimal returns.
12) Ongoing Support and Optimization: +
Docsico provided ongoing support to DFOL even after their launch on Nykaa, helping them continuously optimize their listings and marketing strategies:
- Performance Tracking: DFOL’s sales performance was tracked regularly, with detailed reports provided to help them make data-driven decisions.
- Omnichannel Growth: Beyond Nykaa, Docsico worked with DFOL to explore other growth avenues, including potential collaborations with influencers and expanding into physical retail outlets in India.
The Outcome:
With Docsico’s comprehensive support, DFOL successfully entered the Indian market via Nykaa, achieving significant milestones, such as:
- High Monthly Sales: : DFOL achieved an average of 10 to 15 lakh orders per month, with products priced between INR 7,000 to 8,000 per unit.
- Premium Positioning: : DFOL was able to position itself as a premium footwear brand in India, thanks to the high-quality product presentation and strong brand identity developed by Docsico.
- Prepaid Only Orders: Docsico ensured that DFOL’s preference for prepaid orders was honored on Nykaa, reducing the risk of returns and ensuring smoother logistics.
- Seamless Entry into the Indian Market: With Docsico’s help, DFOL was able to navigate the complexities of entering a new market, from trademark registration to omnichannel growth, establishing a successful presence in India.
Conclusion:
Docsico’s end-to-end approach allowed DFOL to not only launch on Nykaa but also achieve sustainable growth in the Indian market places like ajio, myntra and flipkart. By focusing on every aspect of the e-commerce journey—from branding to logistics—Docsico ensured that DFOL could smoothly transition into the Indian market while leveraging its international strengths. This successful partnership set the foundation for DFOL’s continued growth in India.