6thStreet's CRM Team Achieves 4x Growth in Business Contribution with IoT
Technology Category
- Cybersecurity & Privacy - Identity & Authentication Management
- Cybersecurity & Privacy - Intrusion Detection
Applicable Industries
- Apparel
- Consumer Goods
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Behavior & Emotion Tracking
- Livestock Monitoring
Services
- Testing & Certification
About The Customer
6thStreet.com is the e-commerce arm of The Apparel Group, one of the largest retailers in the world, headquartered in Dubai. The company had registered a significant growth in sales during the 2018 Black Friday season, indicating a shift in consumer behavior towards an omnichannel experience. The CEO of 6thStreet, Dharmin Ved, set an ambitious goal of driving 10x growth, which required a key focus on Customer Relationship Management (CRM). The company was using different tools for sending SMS, emails, mobile push notifications, and in-app messages, which operated in silos, making it difficult to deliver a meaningful omnichannel experience.
The Challenge
6thStreet.com, the e-commerce arm of The Apparel Group, was experiencing a significant growth in sales, indicating a shift in consumer behavior towards an omnichannel experience. The CEO set an ambitious goal of driving 10x growth, which required a key focus on Customer Relationship Management (CRM). However, the team faced challenges in understanding consumer behavior, journey, likes, preferences, and buying patterns due to the use of different tools for sending SMS, emails, mobile push notifications, and in-app messages. These tools operated in silos, making it difficult to get complete visibility into the consumer journey, map consumer behavior across channels, and deliver a meaningful omnichannel experience. It was clear that they needed to modernize their tech stack.
The Solution
6thStreet chose MoEngage at the beginning of 2019 to modernize their tech stack. MoEngage had demonstrated ability to handle scale and had several large clients in the GCC region, making it the preferred partner. The CRM team adopted a clear 12 months roadmap to drive rapid growth. They leveraged MoEngage to deliver a superior consumer experience and personalized marketing communication by capturing every consumer interaction on their website, mobile app, and email. They segmented consumers based on their lifecycle stage, preferences, and behavior, and engaged them with personalized messages across multiple channels. They also enabled data-driven decision making by analyzing every swipe, click, and tap on their digital properties to understand consumer product preferences, campaign performances, and more. They used MoEngage's powerful analytics capabilities to map the consumer journey and identify friction points at each stage.
Operational Impact
Quantitative Benefit
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