Nova Benefits: Increasing B2B Revenue through Merchandising
Increasing B2B Revenue through B2B2C Product Merchandising
Nova Benefits is an India-based employee health and wellness platform that helps companies provide affordable health insurance, tele-consultations, mental health counselling, health checkups, and fitness programs to their teams. It offers a unified digital dashboard for HR teams to manage claims, renewals, and benefits administration seamlessly.
User Personas
While there were several kinds of personas for us like a buyer persona, customer persona, etc we'd focus exclusively on user persona as the merchandising work pertains exclusively to them. There were two primary user personas of our tech product:
- Employees of customer → Uses the Nova Benefits app and web portal to consume the insurance and wellness benefits
- HR Admin of customer → Is responsible for provisioning, aiding, and gauging usage of the insurance and wellness benefits
The Impact
Improved merchandising of the product resulted in a 150% increase in product-lead upsell of opt-in wellness benefits.
It later brought in Rs 0.5 crore of new book value in 6 months from pure upselling.