From vision to velocity: Launching Anphonic as the D2C AI personalisation leader

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From vision to velocity: Launching Anphonic as the D2C AI personalisation leader

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The Challenge

Anphonic was built on a simple truth: Shopify merchants and marketplaces don’t buy “AI solutions”, they buy growth.
In a crowded e-commerce tech space filled with tools claiming to “personalise” or “optimise,” merchant trust was low. Many had trialled similar platforms, seen minimal lift, and moved on.

Anphonic could change that: low-code, no-code AI delivering 30–40x ROI, 5–15% AOV uplift, and up to 10% GMV from retail media. But to win, they needed:

01

A brand that cuts through the AI noise

02

Messaging in merchant metrics, i.e. AOV, CAC, GMV, retention and not algorithms

03

Proof of impact from day one

04

A foundation for long-term adoption across MENA, India, and beyond

The Solution

We treated Anphonic’s launch as building a growth engine, not running a campaign, aligning identity, positioning, content, and channels into one system.
Our rule: Every touchpoint should feel like a growth conversation, not a sales pitch.

 Brand identity built for merchants

  • Tagline:
    Your growth partner to maximise revenue through each shopper interaction
  • Positioning:
    Hyper-personalisation and monetisation tied directly to merchant success: “We profit only when you do”
  • Visual System:
    Trust-led palette, functional typography, minimal data-driven iconography
  • Voice:
    Confident, proof-led, merchant-first

Website as proof + conversion hub

We built Anphonic.ai to sell outcomes, not features.

  • Flow: Merchant pain points → solutions → measurable results
  • Proof everywhere: ROI stats and case snippets surfaced on every page
  • Conversion-first UX: Curiosity-led CTAs, mobile-optimised navigation
  • Design framed to visualize problems and simplify flow of information for the exact ICP landing on Anphonic’s website

Positioning the platform

We reframed AI from a tech story to a growth story:

  • Personalisation as strategy: A profit driver, not an add-on
  • AI as enabler: Augmenting teams, not replacing them
  • Predictive, not reactive: Anticipating shopper needs before they click
  • Scalable without overhead: Live in 1–2 days, zero heavy tech lift

Content that leads with results

  • Case studies & battle cards: Metrics-first - 26.14% AOV lift for Bhoj Masale, 32x ROI for factor notes
  • SEO blogs: Industry insights first, Anphonic’s role second
  • Vicky Kukreja: Visionary CEO driving the personalisation agenda.
  • Karan Gupta: Strategic voice on the future of D2C.
  • Dharika Merchant: Industry leader adding market depth and perspective.
  • Email nurtures: Conversational growth hooks before product intro

Events & industry IPs

Built credibility by being in the right rooms:

  • Shopify-focused events to show live impact
  • Partner-led webinars and roadshows
  • Industry roundtables on personalisation and monetisation trends

Event conceptualization
& positioning

Curated an invite-only community event to position Anphonic as a D2C growth enabler

Content & comms strategy

Wrote all event touchpoints,  email invites, follow-ups, form descriptions, confirmation messages, and speaker bios

Instagram + community distribution

Created two founder-led video content pieces → shared on Instagram for brand awareness, and reposted in D2C WhatsApp groups with event CTAs

Email marketing

Created targeted invite and reminder emails with RSVP links and event details, along with lead capture set up with a Google form

Visual design & branding

Designed Instagram posts, and custom event branding + invites for a cohesive on-ground presence

Event logistics

Researched & finalized the venue, timing, and coordinated event setup & RSVP confirmations and setup

Impact

  • Clear differentiation from generic personalisation tools
  • A conversion-focused site anchored in merchant-first outcomes
  • Credible leadership presence across platforms
  • A living content library fueling sales and partner conversations
  • High-intent visibility through targeted events and partnerships

This wasn’t a product launch; it was a market entry designed for category ownership.

By leading with results, building a trusted brand, and creating a marketing ecosystem that educates before it sells, GainTailwind positioned Anphonic as a must-have growth partner for brands looking to turn shopper interactions into profit.