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KALPANA SAREES
Kalpana Sarees Club Campaign
About
The Kalpana Story began almost four decades ago with a dream to bring the best of the crafts in ethnic clothing under one roof for the best clientele in Delhi. In order to achieve the dream, Kalpana has continuously endeavored to locate the best weavers, artisans and craftsmen. Years have been invested in a bid to understand their work ethos, lifestyle and influences so as to nurture their skills and bring out their best.
Challenges
Numero Uno was running a Loyalty Program of its own. The challenges faced were
No Predictive Analysis
Lack of use of customer data
Low Acquisition Rate
Low Customer Engagement and Retention
Lack of Information on Customer Purchase Behavior, Preferences, choices, visit frequencies, spending behavior
Low Repeat Members
Customer Segmentation & Communication
Goal – To generate excellent customer response to every marketing campaign and drive higher ROI
Campaigns Planned around:
To generate excellent customer response to every marketing campaign and drive higher ROI
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
Red Chief Club
Goals
Keeping Customers Informed Encourage customers to redeem points as bill discounts Enable Real time tracking of earned- burned and balance points details by customer Effective Customer feedback process via mobile app New Member acquisition
Member Rewards
1%
As Points
On purchase of
0-25000
1.25%
As Points
On purchase of
Rs.25001 & above
10% off
As Points
On Birthday and
Anniversary
Redchief Club Mobile App
A Bundle of Benefits
Results:
REPEAT SALE came
from Campaigns
REPEAT SALE came
from Campaigns
CAMPAIGN ROI
ATV Increased
We at Kalpana Sarees have been associated with Mobiquest Technologies since 7 years. It’s been a very fulfilling and progressive journey. Sixty Five percent of our customers are loyal customers and managing their experience with us is the most important function at kalpana. Our loyalty partner Mobiquest helps us to achieve that on a daily basis.
Mr. Saurab Manglani
Marketing Lead
