| |
18999
0
Red Chief
Red Chief Club Campaign
About
Leayan Global Pvt. Ltd is a respected name in leather industry since 1995. The high quality leather footwear range of Leayan Global Pvt. Ltd was launched under the brand name RED CHIEF in 1997 followed by Apparels and Accessories sector.
Challenges
Numero Uno was running a Loyalty Program of its own. The challenges faced were
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:
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:
We have the complete analysis of our customer’s right from their first transcation and their life cycle which has helped us in setting a benchmark across various areas.
Mr. Raman
Vice President – Head India Retail
business Operations
Red Chief