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January 6, 2023
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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

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