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New U – Beauty Delight Campaign
About
NewU is a platform that offers you the best deals ever to fulfil your beauty and personal care needs. NewU is operated by H & B Stores Ltd that is a 100% subsidiary of Dabur India Ltd. It was founded in the year 2007 with a vision and objective to beautify the lives of every individual.
Challenges
New U was running a Loyalty Program of its own. The challenges faced were
Lack of Information on customer purchase behavior, preferences, visit frequencies.
Lack of use of customer data
No Predictive Analysis
Low Customer Engagement and Retention.
Low Repeat Members
Low Acquisition Rate
Customer Segmentation & Communication
Goal – To generate excellent customer response to every marketing campaign and drive higher ROI
Campaigns Planned around:
One timers, Lapsers, Dormants, Inactive, Repeat Customers
Customer Lifecycle
Visit Frequency, Recency, Amount Spent
Low Performing Stores, Days, hours based
New Customer acquisition & existing customers
SKU based promotions
Customers were clustered based on last visit, visit frequency,
amount spent, category in which purchase was done &
specific Item purchased.
Results:
REPEAT SALE came
from Campaigns
REPEAT SALE came
from Campaigns
CAMPAIGN ROI
ATV Increased
Beauty Delight
Goals Keeping customers Informed and encouraging them to redeem points as bill discounts. Also enabling real time tracking of earned- burned and balance points details by them. Providing effective customer feedback process via mobile app & new member acquisition.
Member Benefits
Real Time Alerts on SMS & Mobile app
1%
as points
On purchase
of Rs. 0-2500
2%
as points
On purchase of
Rs.2501-7500
3%
as points
On purchase of
Rs.7501 & above
10%
as points
Special Birthday
Offer (min. Rs. 1000)
Real Time Alerts:
Real time points alert after each Shopping
Automated Monthly Points Reminder Communication
Beauty Delight Mobile App –
A Bundle of Benefits
- Real Time Alerts sent to customers after every bill informing about accumulated points
- Live Brand updates & Feeds from Brand’s social media pages
- Store Locator
- Latest Exciting Offers in Coupons section
Results:
Mobile App
Downloads
Enrollment via
Mobile App
Average real time
transaction SMS
Increase in
earn-burn ratio
Customers
redeemed points
