Puzzle of the missing customer!

Problem Statement
Westside was facing a challenge of reconnecting with the lapsed customers. Customers who shopped regularly at store were now not doing so due to the pandemic.
	Loyalty: Struggle to reactivate past loyal customers
	Engagement: Low response on engagement
	Store visits: Increasing footfalls in stores

Approach of the campaign plan
A complete holistic approach to achieve the objective of winning back the missing customers
	Segmented customers with use of Data Intelligence & Behavioural Cohorts
	Leveraged Qualitative and Quantitative Insights like – Customer Revenue, Festival and Seasonal Shoppers, Historical Purchases
	Deployed a complete 360-Degree Data-led Marketing Approach for engaging with customers
	Transforming Data Insights into Business Intelligence
	Cohort-led Content Marketing

Quantitative and Qualitative approach to touch base suspects and prospects

Customer Insights

Quantitative analysis observations

	Customers not buying the same styles which they used, hence recommendation model based on past behaviour wouldn’t help.
	Male customers are most likely to be reactivated as compared to other segments.
	Shift in purchase preference was identified across cities. Within the city, mall store shoppers behaved differently from stand-alone shoppers.

Qualitative analysis observations

	Females are largely promoters, though data suggested male shoppers are likely to come back – that is a trend and doesn’t represent the opportunity.
	Middle-aged customers have highest penetration of promoters.
	Higher the amount spent in past, higher the willingness to shop again at Westside.
	Westside has not lost these customers to other retailers, most of the customers spoken had not shopped at all since the pandemic, or shopped online (Amazon, Flipkart, Myntra, Urbanic, etc.)

The Plan of Action

Festive season is an effective theme to connect with the audience but is not universal. Hence a parallel non-festive content was created around 3 themes –

#NewEssentials

#GetTheLook

#NewInStore

Within the festive theme, 3 Cohort Driven Content Strategies to appeal to different customer segments were created:

	The Positive Life with Sameer Reddy
	Beautiful Homes with Breakfast, Décor theme
	Celebrate with us – Festive Shopping series

360-Degree Data-led Marketing Approach

•	With help of Data Insights & Responsive modelling, Top decile customers were identified. We leveraged store teams to connect with top decile customers for building a much needed human touch to win over the customer.
•	Most effective marketing tool - 180+ stores came together to engage with 1Lakh+ customers over a period of 40+ days.
•	Reached out to customers with creative communication, also leveraging Precision MarTech communication tools to touch base with other customers ensuring higher read and better engagements.

•	Strategically crafted Marketing Campaign Calendar was created to leverage & personalize the content across communication channels, decided based on predictive model.
•	1:1 Follow Up Journey based on engagement from the preceding campaign, thus ensuring every subsequent follow-up campaign had better response & was nudging the customers closer to desired action.