New Tree

New Tree’s Digital Expansion: Bridging the Online-Offline Gap with Digiscrew

Intro

Pragya, the founder of Digiscrew, stumbled upon Newtrees products on the shelf and instantly fell in love with them. Intrigued by its potential, she delved deeper, only to discover a glaring gap in its digital presence. Driven by her belief in the product’s success, Pragya embarked on a mission to transform New Tree’s fortunes. She meticulously researched and connected with the founders, presenting her comprehensive growth strategy. Impressed by her vision and enthusiasm, the founder Savinay Jain, swiftly welcomed Pragya aboard, marking the inception of their journey to success. 

New Tree aims to provide healthy and guilt-free snacks that cater to a consumer’s taste buds and health at the same time. The nostalgic ritual of snacking inspired New Tree’s founder Savinay Jain. With a rise in unhealthy eating habits, he envisioned the freedom of eating nostalgic snacks and goodies that are actually good for you.

Their initial foray into the digital realm began with a focus on social media, but Pragya recognized the pivotal role of a website storefront in driving revenue. With her guidance, New Tree pivoted towards selling directly on its website, a decision that proved transformative. Today, the company records an impressive 250-300 sales daily, a testament to Pragya’s unwavering vision and the collaborative effort of the team. As the driving force behind New Tree’s exponential growth, Pragya continues to steer the company towards greater heights, fueled by her unwavering belief in the product’s potential and the power of digital innovation.

The core of Savinay’s philosophy is to push the limits of product development and flavour innovation continuously. They move fast to get these innovations onto the market and are constantly searching for the newest trends, such as their well-liked millet bhels and snacks. Savinay has had a smooth transition from traditional retail to the digital sphere thanks in large part to Digiscrew, an indispensable partner in this endeavour. In keeping with Savinay’s commitment to being ahead of the curve, they have not only updated the packaging for their well-known items, but they are also continuing the redesign process.  Digiscrew has also had a significant impact on all facets of marketing, including content strategy and performance. With Digiscrew’s assistance, Savinay has been growing in the dynamic field of culinary innovation.

Business Strategy

New Tree faced the challenge of standing out in the competitive F&B market, particularly with low ticket sizes and high customer acquisition costs (CACs). 

DigiScrew’s approach to transforming New Trees brand performance and marketing strategy was nothing short of transformative. Through strategic processes, brainstorming sessions, and innovative advertisement tactics, they propelled the brand forward in the competitive market. Leveraging data insights and the expertise of their marketers, DigiScrew consistently refined their strategies, resulting in over 30,000+ orders and an astounding growth projection from 8 lakh to over 58 lakh in the financial year. But it’s not just about the numbers; DigiScrew has been the creative force behind Newtrees marketing efforts, elevating their social media community from 200 to over 7,000 engaged followers who actively interact with the brand through comments and shares.

Additionally, DigiScrew refined product bundling, moving Newtree away from individual products in customer carts and towards combos and numerous products. Sales significantly boosted using strategies like tastefully modified luxury packaging and product combos. This tactical change helped Newtree become market leaders by raising the perceived value of their products and services and dramatically increasing sales.

Packaging and Visuals

With the deliberate overhaul of their packaging, Newtree’s trajectory underwent a dramatic shift. Acknowledging the critical impact packaging has in customer appeal and brand perception, they collaborated with DigiScrew to do a thorough redesign. The goal of this redesign was to better convey Newtree’s dedication to flavour innovation and quality, not only to improve looks. In addition to being visually appealing, the redesigned packaging struck a chord with customers, improving sales and brand perception.

Gift Box Curation: Understanding shifting consumer preferences away from traditional gifting options, particularly among millennials, we conducted extensive consumer and content marketing research. This led to the creation of three curated gift boxes that significantly boosted New Tree’s average order value:

• A versatile festive box suitable for year-round celebrations.
• A nostalgic assortment that encapsulates the brand’s philosophy into delectable snacks.
• An all-purpose selection of irresistible treats.

Delights Treasure Box: As a heartfelt tribute to the nostalgic moments of joy in Indian households, we introduced the “Delights Treasure Box.” This offering embodies New Tree’s commitment to providing customers with delightful experiences reminiscent of cherished memories.

Nostalgic Box: The Nostalgic Box from Newtree was designed to bring back the memories of traditional Indian childhoods. Its packaging features scenes of a grandmother telling stories, kids flying kites, and playing on swings, all surrounded by lush greenery. This nostalgic imagery aims to trigger fond memories of childhood. Inside, the snacks are chosen to reflect the flavors of those cherished times, offering customers a delicious trip down memory lane.

A picture of jhaalmuri appears on the bhel’s packaging, offering some authenticity and variety in flavours. This image not only makes the product look better, but it also captures the diversity of Indian cooking customs. Newtree promises to provide customers with a pleasurable and authentic snacking experience by celebrating the vivid and varied tastes of India through the addition of jhaalmuri.

Website Design

Newtree’s website design is the result of a painstaking curation process, which guarantees a highly functional and user-friendly interface. Every component has been thoughtfully chosen to highlight pertinent products and give clients an easy-to-use browsing experience.

The website achieves the ideal balance through careful consideration and a well-chosen selection of plugins that improve functionality without being too complex for the user. 

Everything, from product displays to well-placed incentives, is intended to stimulate hassle-free browsing and sales. For clients of Newtree, the website acts as a portal to simple and pleasurable shopping thanks to its user-friendly design and attitude.

Photography

The photography for Newtree’s products was executed with a vibrant palette, staying true to the brand’s authenticity and spirit.

Content Marketing

A comprehensive approach is embodied in Newtree’s content marketing strategy, which seamlessly integrates influencer- and user-generated material. The vibrant attitude of the brand is reflected in the brand’s online presence, which has a dynamic and collaborative tone. Newtree finds and uses material that most resonates with its audience through in-depth research and analysis, guaranteeing maximum impact and engagement. But the company doesn’t sit back and enjoy its success; instead, it keeps trying out new ideas, pushing the envelope, and setting trends. This creative strategy preserves the fun and genuine character of the brand while making Newtree’s content engaging and new. It also helps the company build stronger relationships with its audience.

Establishing the World of New Tree on Social Media 

The strategy was to seamlessly traverse the various age groups that could become the potential consumers for the brand. 

Using Visual & Verbal Language to Reach Out to Key Audiences

Our idea was to be colourful and relatable with everything. From puns or bollywood references to the basic designs, we wanted to leverage the nostalgic value of New Tree’s products on colourful packaging. 

Whether its Chaudhary Baldev Singh urging Simran to eat her candy or Gabbar Singh asking for Mathri from Thakur (not sure about how he would pass it without hands), New Tree’s feed is a colourful celebration of its wide range of products and their emotional value. 

The New Family Tree

New Tree’s social media presence is not merely an expression of our brand philosophy, it’s a community of people who love food and the emotions it brings to people. 

It’s a space for feedback, ideation and new flavours, we take suggestions for new products, we listen and cater to what the consumers demand. This space has turned into a tight knit community that helps our brand grow and meet the needs of our consumers.