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Numero Uno – NU Plus Point Campaign
About
Numero Uno, one of India’s first indigenously manufactured denim labels, was incorporated in 1987 by Hi Fashion Clothing Co. From the 1st of April 2007 the company changed its name to Numero Uno Clothing Ltd., keeping in line with its growing presence in both National and International markets. The Flagship brand of Numero Uno Clothing Ltd., Numero Uno has over the years, metamorphosised into a dynamic and responsive brand for the youth.
Challenges
Numero Uno 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
NU Plus Point
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. 0-5000
2%
as points
On purchase of
Rs.5001-8000
3%
as points
On purchase of
Rs.8001 & above
10%
as points
(for members)
Special Birthday
& Anniversary offer
Real Time Alerts:
Real time points alert after each Shopping
Automated Monthly Points Reminder Communication
NU Plus Point 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
