Project Overview
Spania Paints is an emerging D2C brand in Kerala that offers high quality, affordable paint products directly to homeowners, aiming to simplify the home painting process for budget conscious consumers by eliminating middlemen, but faced challenges converting leads due to the strong influence of painters who preferred commission based brands.
Challenge
The main challenge was low lead-to-sale conversion due to the influence of local painters. Here’s what was happening:
Customers often deferred their final purchase decision to their painters.
Most painters pushed established brands that offered commission incentives, sidelining Spania Paints which didn’t offer commissions.
Even after generating interest through ads, customers dropped off due to mistrust or conflict with their painters’ recommendations.
This behavior created a major trust gap, making it difficult for Spania to establish direct relationships with homeowners.
Strategy
✅ 1. Launched the Full Combo Offer
Introduced a complete painting package including primer, putty, and paint all in one affordable bundle.
Branded it as an easy, no-confusion solution for homeowners.
Targeted first time buyers and those overwhelmed by technicalities or multiple product choices.
✅ 2. WhatsApp-First Funnel
Leveraged WhatsApp for lead conversion by responding to inquiries, sending quotes, and educating users about the combo benefits.
Trained a sales responder to counter common objections like “my painter said no” with trust building scripts and offer clarity.
Result
Within just 30 days of execution:
📈 Sales increased by 37%
🛒 More than half of orders came through combo offer promotions
💬 Improved customer trust and conversion through direct conversations on WhatsApp
🧠 Reduced dependence on painters for decision-making among customers