Case Study
Campaign Design for the
micro-segments
Increasing the dwindling footfalls
& generating positive WOM
through RIGHT campaign design
Client: Large Retail Chain

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

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.

Solution – Finding out microsegments
Cequity used the evolved version of the much
celebrated and successful of RFM
methodology to solve this problem

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

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

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

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

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