Paper Boat is a brand of traditional Indian juices and drinks by Hector Beverages. This young and vibrant brand has made an emotional connection with consumers in a short span of time. In the new era of marketing, PaperBoat has played the game so wisely using engaging content for story-telling that not only it has made brand awareness but also an emotional contact with its target audience.

Marketing Approach

Paper Boat’s marketing strategy moves around nostalgia and simplicity in its storytelling campaign.

Paper Boat adopted a “Blue Ocean Strategy,” creating a niche category by branding traditional Indian drinks. It capitalizes on nostalgia by leveraging ethnic flavors and a quirky marketing strategy. The product uses traditional Indian ingredients and names such as Aam Panna, Jaljeera. Each Individual can relate this with their own childhood memories.

The brand created a buzz about the content written at the bottom of the pack. The motto to touch the lives of people with emotions got huge success. It gave customers “Meaning”.

Add “Meaning” to your online selling platform with GetRetailTech. 180+ unique techniques to create an interesting and exciting user experience.

Brand loyalty is when a customer continues to purchase from your company, not because you’re the only option, but because they trust your company.

In the age of online commerce where Amazon sets the bar, anyone can import products from countries all around the globe and slap a brand name on them – diluting the authenticity of the original brand in the process. On the other hand, there are brands with cult-like followings they’ve amassed over the years.

Why People leave Brands? We tend to grow out of brands, not just because of our age but for other reasons, too. Maybe you want to try something new, or what you’re wearing is suddenly out of style. Maybe you had a negative store experience, or a brand just stopped meeting your needs.

Examples of Exceptional Brand Loyalty

1. Apple is the epitome of a cult brand. Since the beginning, they've built machines that are designed around their customers needs. They're constantly seeking feedback and engaging in conversations with customers about new products. As a result, Apple provides users with the features they want and has built a loyal community.

2.IKEA designs products based on deep understanding of their customers needs. They visit people's homes to see how they live. For example, after visiting customers in Italy and the U.S., IKEA saw that U.S. customers rely on drawers for clothing storage more than in Italy. The result? They designed deeper drawers in their American products.

When thinking about how your online brand store can stand out from the crowd of millions of other stores, look into the digital user experience or journey for inspiration. Here are the steps we use in building user experience at Gret:

1. Understand the the psychological needs and emotional triggers that dictate how to get into positive engagement with our target audience

2. Understand how they decide to purchase products or services they need.

3. What are our business key performance measures. List out desired actions.

4. Prioritize desired actions

5. Design gamification elements to motivate these desired actions.

Finally, above UX design and a feedback loop to learn from this. Today AI/ML allow brands do this in a much better way. When all this is put together, works very well for the users - delivering increased user engagement to the direct to consumer brands.

Different sources define gamification in different ways. Let's take a look.

"the application of typical elements of game playing (e.g. point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service."

"the process of adding games or gamelike elements to something (such as a task) so as to encourage participation" Source

"Gamification is the strategic attempt to enhance systems, services, organisations, and activities in order to create similar experiences to those experienced when playing games in order to motivate and engage users" Source

"Gamification techniques are intended to leverage people's natural desires for socializing, learning, mastery, competition, achievement, status, self-expression, altruism, or closure, or simply their response to the framing of a situation as game or play." Source

Gamification in all of the above definitions mention two important components:

- Motivating Player with different fun elements

- Application of these elements to context where players/users are not expecting it

At Gret, we believe that gamification in ecommerce context is all about the user flow.

The journey of the user in a typical ecommerce after landing on the store is "Explore - Choose - Pay - Receive "

In Gamification, the users can expect more. The interplay of motivational opportunities - engagement - rewards.

This is what makes it a memorable journey.