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Asian Paints' mobile site a hit with customers

31-January-2015
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Asian Paints' mobile site a hit with customers

Asian Paints’ mobile site --m.asianpaints.com -- has gained a significant popularity among customers.

Campaign Objectives:

Asian Paints had recently undergone a brand makeover. It wanted to leverage the mobile medium to communicate the re-positioning as well as increase engagement with users. The mobile presence would enable anywhere-anytime access to the various newly launched services and tools, upping the time and depth of usage of these tools. The objective was to make the mobile site - m.asianpaints.com - the ‘always there’ partner for a consumer’s home décor journey.

Campaign idea

The complete website experience of Asian Paints was accommodated seamlessly into the mobile medium while maintaining the focus on defining and addressing the user needs and goals. The company also made the optimum use of all mobile-specific features to give users fast access to features such as locate a store, upload images from phone camera, etc. Through the site, users can find colour and home décor inspirations, virtually paint a room and get expert advice on how to paint their houses.

The home décor company proposed a smartphone-specific mobile site to engage the current and prospective users.

Key features

1. The site offered unique navigation structure, allowing users to move between the four key journeys -- get inspired, make it happen, try and decide the products with a single click.

2. Comprehensive tools such as colour spectra, home painting guide and budget calculator for users to progress through their painting journey.

3. Leveraging location information to provide location-specific information such as directions, nearest stores, etc.

4. Deep integration with the website to provide a seamless experience to users across devices and OS platforms.

Execution

The mobile site included a host of features adapted from the website such as product selector, services, paint calculators, etc. A unique feature of the smartphone version was ‘swipe’ to toggle between menus. A pre-developed code was included to detect the handset type being used, which would redirect users to the appropriate version of the site. The mobile site was developed using HTML, CSS2/3, Javascript and JQuery. Copywriting involved rewriting content from the website to make it suitable for the mobile medium.

Results

Post launch from September 1, 2013 to April 30, 2014, the mobile site has received a total of 558,429 visitors, with each visit accounting for four-page views. Seventy per cent of these were new visitors. The average time spent by each visitor was four minutes. The average bounce rate for the website in the mentioned time frame was 46 per cent.

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