Case Study

             Campaign Design for the
             micro-segments
             Increasing the dwindling footfal...
Summary


               • Our client on an expansion spree, was not being able to put in
   Business      adequate focus ...
Business Objective


                Currently retail industry is marked by new entrants,
                predatory pricin...
Solution – Finding out microsegments

 Cequity used the evolved version of the much
      celebrated and successful of RFM...
Solution – Designing campaigns for clusters


  Cluster
    #1
                                           Member
         ...
Solution – Designing campaigns for clusters


         Cluster
           #2
                                             ...
Solution – Designing campaigns for clusters



                 Cluster
                   #3
                            ...
Results & Insights
                     Results generated
Hi gher foot-falls

Les s instances of churns & drop-outs report...
Thank you
                Customer Equity Solutions Pvt. Ltd.


                         Worldwide Offices

INDIA         ...
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Campaign Design using micro-segment for retail.

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Cequity has mapped micro-segments of customers using the RFM grid. It has mined the spending habits of customers within these micro-segments & classified them accordingly.


To find out about Cequity's services visit this link http://www.cequitysolutions.com/analytical-marketing.php

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Transcript of "Campaign Design using micro-segment for retail."

  1. 1. Case Study Campaign Design for the micro-segments Increasing the dwindling footfalls & generating positive WOM through RIGHT campaign design Client: Large Retail Chain
  2. 2. Summary • Our client on an expansion spree, was not being able to put in Business adequate focus to study the customer behavior pattern Objective • It was looking for ways to capture the high churn and early dropouts which had cascaded in depleting top-lines. • Cequity mapped micro-segments of customers using the RFM grid • It mined the spending habits of customers within these micro- Solution segments & classified them accordingly • Design targeted promos for each of these clusters with exclusive value offerings • Our client had an unprecedented success in win-back initiative • There was manifold increase in footfalls of new customers Results • Effective response tracking dashboards were designed to measure campaign ROI and to keep stock of inert customers so as to target them in the next campaign
  3. 3. Business Objective Currently retail industry is marked by new entrants, predatory pricing and high real estate prices. Our client was already in phase of rapid expansion and its focus was becoming monolithic in this pursuit. In the current scenario, retailers operate on wafer thin margins and commit themselves towards a long break-even time and loosing out on existing customers in such a scenario was bringing high attrition in its top-line which demanded immediate arrest. In these times of fierce competition we helped the client to effectively understand the customer behavior, designing campaigns suited across each customer micro-segment, tracking those campaigns so as to continuously improve upon them. There was visible improvement in # of footfalls, ticket-size and other accompanying factors within a short time- period.
  4. 4. Solution – Finding out microsegments Cequity used the evolved version of the much celebrated and successful of RFM methodology to solve this problem
  5. 5. Solution – Designing campaigns for clusters Cluster #1 Member Sta ggered bri ngs new di s counts member ba s ed on members bought Sweepstakes Number of new customers bought: 66, 9652 Additional revenue: INR 8.357 million
  6. 6. Solution – Designing campaigns for clusters Cluster #2 Focus on i ncreasing the Di s counts # of vi s i ts from wi thin na s cents & s pecified ti me potential peri ods Hi gher di s counts on peri shable i tems like grocery Number of customers targeted: 1,72,587 Additional revenue: INR XXXXX million
  7. 7. Solution – Designing campaigns for clusters Cluster #3 Focus on getti ng footfalls from Ci ty wi s e va ni shers & ca mpaigning hi bernators Offers on mos t s old products to bri ng them ba ck Number of customers targeted: 1,72,587 Additional revenue: INR XXXXX million
  8. 8. Results & Insights Results generated Hi gher foot-falls Les s instances of churns & drop-outs reported Hi gh ROI of ca mpaigns New cus tomer a cquisition through positive word-of-mouth A rea dy-made dashboard to monitor performance of each ca mpaign through Cequity’s ACE tool Insights generated Di s tribution & Sa les Contribution- By Segment for Top 10 Ci ties Month on month sales distribution for each segment Di s tribution of purchase va lue bands, average ticket s ize before a nd a fter ca mpaign Performance comparison of different s tores in terms of sales a nd number of vi sitors Geography-wise comparison (zone-wise, ci ty-wise) Sa l e distribution of items under offer
  9. 9. Thank you Customer Equity Solutions Pvt. Ltd. Worldwide Offices INDIA USA Mumbai Office: 105-106, 1st Floor, Chicago Office: 626, Anand Estate, 189-A, Grove Street, Evantson, IL Sane Guruji Marg, Mahalaxmi, 60201 Mumbai-400 011 Phone: +91 22 4345 3800 Fax: +91 22 4345 3840 www.CequitySolutions.com

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