Redwolf.in is a Indian clothing brand start-up which focuses on Graphic Tees on popular culture.The start-up focuses on simplistic designs and at ‘affordable’ prices. Redwolf is seen to be heavily promoting their brand on Facebook, and seems to be catching up with the youth who are in to the popular media (read Breaking Bad/Game of Thrones Fans). So we caught up with one of the founders Amey over an email conversation around their digital strategy and traction over Redwolf.
Speaking on the origins of Redwolf, Amey states:
Redwolf was started by me, Vivek Malhotra and Rahul Jaisheel. We’re all Engineering grads who got placements post-college and did the 9 to 5 grind for a couple of years after which we finally decided to quit and start-up. I always wanted to start something of my own and gave it some serious thought near the end of college. I knew Vivek and Rahul from our time together in AIESEC and told them about the idea – they connected with it instantly and here we are.
We went with the name ‘Redwolf’ because we thought it’d make for a cool name. We always wanted to do something related to an animal to get that primal and earthy feel. And we like wolves – the idea that that they run in packs and that there’s a sense of brotherhood and they’re all looking out for each other. The name also triggered the design of our logo which has been quite appreciated by our fans.
However, one of the primary challenges which any startup faces is to get recognised. And being a youth oriented company it was important for Redwolf to focus on the digital medium to gain attention. Amey agreed that most of their traffic is generated through search and social media is playing it’s part too to generate relevant engagement.And the response so far from their fans has been pretty encouraging for the team.
Most of our traffic comes from Search and Social networks – primarily Facebook. We try to create and share content which we think our fans will enjoy, we also run random fun contests to keep our fans engaged where we give away free t-shirts almost on a weekly basis. We also run targeted ads to reach out to new people who may enjoy the pop culture themed designs that we sell. The response so far has been really encouraging.
Social Media has already proved to be a great benefit to small businesses and start-ups who don’t have the big bucks on their side to instantly seek feedback from their consumers. Redwolf works on the same perspective actively seeking customer feedbacks on Facebook and resolving concerns on Twitter. Amey admits that Social Media works for Redwolf as an awareness medium along with a conversion funnel for their sales.
Being an e-commerce company, being active on social media is core to our business – we’re mainly active on Facebook and Twitter for now. Facebook works really well to let our fans know about new designs or when we re-stock on our current designs. Our fans are quite active and we usually seek their feedback on a new design before we actually set out to manufacture it. Twitter works well for customer care and queries.
Amey believes that their customer care factor has been a great beneficiary to their e-commerce related start-up and they try their best to ensure that the user experience of their customers is never compromised when it comes to the purchase cycle or even the after sales service. He says,
I think our customer care has been our biggest ally here. We’re a t-shirt company and by the nature of e-commerce, you lose out on the instant touch and feel factor that your customers would otherwise get in an offline situation.
We try to go the extra mile whenever our customers have issues about sizes or if they’re following up on their orders. We do our best to be prompt about our responses – be it over email, Facebook or Twitter and keep the whole delivery and waiting period as painless as possible.
We’ve been doing this for close to 2 years now, and people have been very open minded about supporting and buying from a start-up, and I think we’ve built enough goodwill with our customers where they trust us enough to make regular online payments.
Redwolf apart from being on Facebook admits that Twitter is also a great one to one communication tool but does come with it’s challenges when building a community. The Brand might be looking in to opening their presence on Quora and Pinterest too. Pinterest being a visual platform might work for the brand, but the Indian audience has not been that receptive to the concept of pinning yet. But with a good engagement strategy, that might change for Redwolf fans. Amey declares that the website does recieve an average 1,500 visits per day with 80-90 products sold per day which according to them has been a great journey built over their regular customers faith and regular interactions via social media or otherwise.
Here is wishing the RedWolf team best of luck at what they are trying to do best. Selling!!