Categories Name : Web

Sub-Category : Best Website/ Microsite

Entry Name (Campaign) : Asian Paints enters E-commerce Segment

Brand Name : Asian Paints

Metal : Gold

Covering Note / Overall Experience

Asian Paints is India’s leading and Asia’s fourth-largest paint company. Although being in the brick and mortar business of paints, Asian Paints has always been a décor solution that uses innovative tools to help users in their home makeover journey remotely.
But, when it comes to purchasing a wall sticker or finding out how a texture would look in real life users had to visit an on-ground store. We saw an opportunity to change the category by making Asian Paints products available online.
So, our objective was to transform a brick-and-mortar business into a click-and-mortar business.

Concept

Using Analytics we discovered that maximum traffic comes from mobile, so we focused on creating a responsive website that provided a seamless experience on all digital devices.
Also, to bring in a new category online, we studied the browsing behaviour of the Asian Paints TG and identified the UI/UX practices they were familiar with to create an intuitive journey.
We realised that audiences needed complete handholding and assurance to buy online, what they previously went to stores for. They needed assurance of the product quality, to experience the product as richly as possible, and have all their questions answered before they could even think of them. All of this together would give us our best shot of turning a brick and mortar product into an online commodity.

Innovation

Innovation (25%) * (max word 250) We discovered that the audiences are familiar with the following UX/UI best practices:
- Login forms with a minimum number of fields
- Simplified checkout process
- Quick access cart
- Notification of items added to the card
- Prominent benefits bar on product pages
- Vertical scroll on mobile
- Cross-selling/upselling products
A visual layout justifying the paint and décor segment would help the customers to understand the offering better.

Execution

With its online store, Asian Paints is the first paint company to enter the e-commerce website segment. To ensure smooth user journey on the website, we focused on the following:
Responsive website with seamless navigation and informed content hierarchy to provide an optimised browsing experience for all devices.
Images ratios, fonts, menu, etc. customised for mobile and tablet screens.
Familiar e-commerce UX/ UI with features that users are already comfortable with.
The website’s design is intuitive, minimalistic and neat with features that help users find what they are looking for.
The visual layout allows users to take the leap and make purchases in a category that required sensorial assurance.
Aid in product selection with filters, sort functionality, reviews and content.
In-depth information about the product, along with multiple images to help in decision-making.
Ensuring positive purchase experience with simplified login, and swift transaction journey.
Similar products were crosslinked on all product pages to ensure no loose ends.

Results

A 30% increase in page views per unique user
A 38% increase in average time spent on site
336% increase in sales volume