Episode 42: E-commerce and product marketing
Product pages, catalogue, pricing psychology, bundles, launches, and the marketplace vs own-website decision.
The same kurti. One website says “Kurti – ₹899”. Another says “Monday-to-Friday cotton kurti, 10-wash tested, model 5'4 size M, ₹899, free exchange”.
Same product, different story. Product marketing is the story that makes a product feel “made for me”.
A product page that sells
- Photos: front, back, fabric close-up, model (height + size stated), lifestyle (at the office)
- Video: a 10-sec walk/twirl, wash test
- Title: type + fabric + use: “Mustard Cotton Straight Office Kurti”
- Benefits first, features after (Chapter 9)
- Size guide, fit note (“slightly loose, take your regular size”)
- Reviews with photos
- Delivery, COD, exchange clearly stated
Pricing psychology (honestly)
| Technique | Example |
|---|---|
| Charm pricing | ₹899 vs ₹900 |
| Anchoring | Next to a premium ₹1,499 kurti, ₹899 feels like “value” |
| Bundles | 2 kurtis ₹1,699 (₹99 saved); AOV rises |
| Free-shipping threshold | Free at ₹999+ (a kurti + a dupatta) |
| Good-better-best | Basic ₹699 / Signature ₹899 / Premium ₹1,299 |
Inflating a fake MRP to show “70% off” is deception, and can break consumer protection rules.
Catalogue and merchandising
- Collections by need: “Office essentials”, “Under ₹999”, “Festive office”, not just “Kurtis”
- Hero products on top (Chapter 2: cotton kurtis)
- Cross-sell: “Goes with this kurti”: dupatta, earrings (partner brand)
- Out of stock: a “Back in stock alert” becomes a lead (Chapter 32)
- Keep the same order in the WhatsApp catalog and Instagram Shop
The product launch playbook
- Tease: BTS of printing, a colour poll
- Early access: loyal customers first (Chapter 33)
- Launch: Reels, ads, email and WhatsApp together
- Proof: first customers’ photos and reviews
Marketplace vs your own website
| Marketplace (Myntra, Amazon, Meesho, Ajio…) | Own website (D2C) | |
|---|---|---|
| Traffic | Built in, lots of it | You bring it yourself |
| Fees | Commission + fees (vary by category) | Payment fees, apps |
| Customer data | Little or none | All yours |
| Brand control | Low; price wars | Full |
Many brands do both: marketplaces for discovery, the website for loyalty and margin. Do the margin maths (Chapter 2) with marketplace fees first.
StyleStreet’s real problem
40 products, all looked the same
The StyleStreet website had 40 products, all white-background photos, all described as “Beautiful cotton kurti”. Customers couldn’t tell them apart, and got stuck on “which one should I take?”.
Plus, every kurti was ₹899 with no bundle, so the AOV was stuck.
Practical example: The Diwali Office Edit launch
| Days | Activity |
|---|---|
| −7 to −1 | Printing BTS Reels, colour poll, waitlist (WhatsApp) |
| 0 (early) | Link to Squad members 24 hours early |
| 1 | Public launch: Reel + Meta ads + email + broadcast |
| 2–7 | Customer photos, Riya’s try-on, “office party look” carousel |
| 8–14 | “Last pieces” stories (only if true) |
Bundle: “Kurti + festive dupatta ₹1,399”. AOV this month ₹1,080 → ₹1,190.
Your mission: Build a product marketing kit
For one of StyleStreet’s hero products:
- Write the full product page content (title, benefits, fit, care)
- Make a photo shot list (6 photos + 1 video)
- 2 bundle ideas and their margin check
- Names for 3 need-based collections
- A 14-day launch plan
- Should you go on a marketplace? Decide by doing the margin maths with fees
Quiz
-
Why state the model’s height and size on a product page?
- A. For design
- B. Less fear about size, fewer returns
- C. Only for SEO
- D. Not needed
Show answer
Correct answer: B. Less fear about size, fewer returns
The customer can compare with herself.
-
The main benefit of a bundle?
- A. Followers
- B. AOV (average order value) rises
- C. SEO
- D. Cheaper ads
Show answer
Correct answer: B. AOV (average order value) rises
One customer buys more, for the same acquisition cost.
-
Inflating a fake MRP for “70% off”?
- A. Smart pricing
- B. Deception, against both trust and the rules
- C. Industry standard
- D. Necessary
Show answer
Correct answer: B. Deception, against both trust and the rules
A short-term click, a long-term loss of trust.
-
Your own website’s biggest advantage over a marketplace?
- A. More traffic
- B. Customer data and brand control
- C. No fees
- D. Free delivery
Show answer
Correct answer: B. Customer data and brand control
Data on your own customers is the key to retention.
Output for the client project
Your project file now has a Product Marketing Kit:
- Product page template
- Pricing + bundles
- Need-based collections
- Launch playbook
- Marketplace decision sheet
Golden rule: The product’s story sells, not just the product. A clear page, honest prices, and every launch an event.