App-based grooming carrier UrbanClap has been making several efforts to ensure first-class-in-elegance offerings for its clients. It is possibly this awareness of exact client enjoyment that has helped the brand see a steady increase. The final financial year saw UrbanClap invest heavily in improving its competencies in selecting, onboarding, educating, and certification carrier experts. They additionally invested in regions like product procurement, era, and financing. Rahul Deborah, VP of Marketing, UrbanClap, states that the logo has seen a running revenue of Rs 116 crore in FY2019, a 150% ascent compared with the previous year.
Recently, the brand also roped in Bollywood actor Kriti Sanon and launched a TVC titled #SmartSalon to break the litter and connect with young girls. With over 20,000 educated experts living via the UrbanClap platform, Deborah says they aim to develop this wide variety to over 1 million provider specialists over the next five years.
Q. What turned into the concept behind the #SmartSalon campaign?
We rolled out the new #SmartSalon TVC in June with Kriti Sanon as the campaign’s face. The campaign was constructed with the idea of ways home salon services simplify the lives of multitasker ladies. The marketing campaign saw the release of three quick motion pictures presenting Kriti Sanon and Ayesha Raza debunking some of the most commonplace perceptions that ladies have regarding domestic salon services, for instance, the mess created at domestic, untrained beauticians or high costs connected the offerings. In the TVC, Kriti Sanon pokes a laugh at her mom (actress Ayesha Raza) to take away her old-fashioned approaches of having parlor offerings and inheriting the smarter choice of reserving salon offerings at home.
What stimulated you to rope in Kriti Sanon as the face of the campaign?
Kriti has struck a chord with the young ladies in you. S. A ., a section that UrbanClap caters to through its at-home beauty services. In that sense, roping her in because the emblem ambassador for the beauty vertical made the ideal experience.
Q. What do you believe you studied units your emblem apart in the beauty segment?
I believe what units we have aside are the extreme cognizance we’ve got on training and first-rate carrier delivery. We onboard beauticians who have one to 1-three years of work and then make them undergo a rigorous education. Once they have completed the education module successfully, we onboard them, and it doesn’t give up there. Because after they start serving customers, the rating and review system kicks in. If a beautician cannot keep a rating of four., 5, and above, we name them back and re-teach them. The goal is to ensure customers get a pleasant service every time, regardless of whom they book.
Q. UrbanClap has recently ventured into the guys’ grooming segment. How has the uptake been? How do you plan to market your new venture?
Men’s grooming is a newly launched phase on our platform. So far, we’ve catered to 8,000 customers in this class. The uptake has been steady and progressively increasing. Given that our potential purchasers are normally online, we can concentrate on them across the virtual atmosphere—Facebook, Instagram, and Google.
Q. Are you planning to rope a new face for the men’s grooming phase? What would you look for in your endorser?
Not at this stage. There is a lot of untapped latent demand for At-Home Salon services, and we plan to acquire and preserve clients based on our superior carrier instead of counting on any superstar to pressure the logo.
Q. What has UrbanClap’s wide advertising strategy been so far?
We are a cellular-first agency, and our marketing efforts are, by and large, directed toward our app and mobile web page. Being able to amplify ten towns in India, Dubai, and Abu Dhabi, we understand the importance of advertising and marketing efforts in accomplishing the extra quantity of purchasers. On any given day, 30,000 jobs are achieved on the platform. We have leveraged our schedule to provide great on-call for-home offerings with social media platforms like YouTube, Facebook, and Instagram.
Our partnerships and associations with top-rated brands and influencers have helped us push our digital efforts to become India’s biggest offerings market. At each step, we try to build a stronger consumer connection with a customized method of interacting with our clients. Our social media advertising strategy is majorly led by influencer marketing, so we can showcase how services take place and offer expert recommendations to our purchasers. Our #SmartSalon marketing campaign has additionally acquired large traction.
