Created and presented by Rishab Jain, AVP Strategy, Bare Anatomy, at EngageMint, Asia's largest Retention Marketing Conference. In this session he covers: -What does the marketing playbook for a D2C brand look like? -What plays an important role - is it data or selecting the right channel or both? - How to retain users from a niche audience - Message strategy and the role data-driven decisions play - Power of upsell/cross-sell to ensure customer stickiness Find the speaker here: https://www.linkedin.com/in/rishabjain94/ About EngageMint: Hosted with love by WebEngage, EngageMint is a platform that brings together marketers and product managers from across Asia, passionate about one thing - giving their customers the ‘aha’ experiences they deserve. At EngageMint, we strongly believe that by equipping professionals with the right strategies, we can initiate a massive shift in the way businesses think about growth, product experiences, customer retention, and everything else in between. All our sessions are hand-curated and deep-dive into each aspect of user engagement and retention. So all you have to do is take notes and implement these learnings as soon as you get back to work! More details: https://webengage.com/engagemint/ WebEngage is a new age Retention Operating System, a single suite for marketers to store user data, provide actionable insights, orchestrate omnichannel campaigns by leveraging user insights to provide a hyper-personalized end-user experience. The platform helps brands drive more revenue from existing customers and anonymous users across 10+ communication channels. WebEngage goes above and beyond a marketing automation platform and powers the user engagement for thousands of enterprise brands worldwide, working across several industries like E-Commerce, Edtech, Fintech, Foodtech, Media & Publications, Gaming, BFSI, Healthcare, Online Retail. The key clientele includes marquee brands like HUL, Bajaj Finserv, Unacademy, ALT Balaji, MakeMyTrip, Zivame, Firstcry, and many more. ---------------------------------------------- To know more about WebEngage, visit - https://webengage.com/ Book a demo with us: https://webengage.com/register-for-demo/?utm_source=youtube&utm_medium=social&utm_campaign=engagemint22&utm_term=rishabhjain To know the latest insights on customer retention and marketing automation worldwide, follow us here: Twitter: https://twitter.com/WebEngage LinkedIn: https://www.linkedin.com/company/webengage Facebook: https://www.facebook.com/WebEngage/ Instagram: https://www.instagram.com/webengage/

1. Engagemint’22
by
Decoding D2C Strategy:
Marketing to a Niche Audience
2022
Decoding D2C Strategy:
Marketing to a Niche Audience
Rishab Jain
AVP Strategy, Bare Anatomy

2. What’s common between all of these?

3. Niches = Riches, and how to identify one?
Common sources –
• Subreddits
• Talking to people
• Amazon search data
• Google trends and keyword research

4. Why we launched our newest brand –
SunScoopspf.com
Google trends
Amazon search
Subreddit Launched this

5. Ok, so
Niches = Riches
but how do you value riches
or
how can you drive value for your brand?

6. I like to use this formula –
[Customer Lifetime Value (LTV)]1
x
[Number of customers]2

7. We’ll look at the first part of the
equation - LTV
Life Time Value (LTV)
=
[Average Order Value X Margins] X [Repeat Rate]
minus
[Customer Acquisition Cost]

8. 1. [AOV x Margins] can be driven by:
1/ Bundling 2/ Upselling 3/ Reducing processing
costs (manufacturing,
shipping etc)

9. 2. [Repeat rates] or loyalty cannot be
bought with discounts
But can be earned by offering:
1/ Overall exceptional customer experience
2/ Making users part of your community
3/ Best in class product
4/ Slight FOMO
5/ Freebies
and through Webengage journeys

10. 3. Low CAC is the world’s sweetest thing
1/ Identify a recruitment
product
2/ Collect first-party
data
3/ Remarket or
follow up
4/ Identify alternative
channels

11. Second part of the equation is to
recruit lots of customers
Brands x Geographies x Channels x SKUs

12. Questions?

13. Thank you!