Lifestyle Enhances Customer Retention by 30% with Dynamic Engagement Strategy
Technology Category
- Networks & Connectivity - 5G
- Robots - Wheeled Robots
Applicable Industries
- Apparel
- Retail
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Retail Store Automation
- Time Sensitive Networking
About The Customer
Lifestyle is a leading fashion retailer in India, part of the Dubai-based retail and hospitality conglomerate, The Landmark Group. The brand offers multiple categories including apparel, footwear, handbags, fashion accessories, and beauty under one roof. Lifestyle provides a seamless and hassle-free shopping experience, offering leading national and international brands along with the convenience of a true omni-channel experience with its online store lifestylestores.com. The brand has a network of over 80 stores across 44 cities, delivers to over 19000 pin codes, has over 15K walk-in buyers, and more than 1 million app customers.
The Challenge
Lifestyle, a leading fashion destination in India, was facing a significant challenge with its mobile app. Despite having over 1 million app installs, the active user base was only 15,000. The company identified two main issues: a large number of users were inactive after opening the app for the first time, and a significant number of users abandoned the app after searching or adding products to the cart. This inactive user behavior was negatively impacting overall conversions and affecting the return on investment. The company's goals were to boost the monthly active user base, reduce user drop-off by improving conversions, increase the in-app purchase rate, and improve user engagement.
The Solution
To address these challenges, Lifestyle decided to implement a purchase funnel-based engagement strategy, which would engage the user at every step of the purchase funnel, driving towards conversion. The company chose MoEngage as their customer engagement partner. The marketing team first analyzed user drop-offs at each stage of pre-purchase and used MoEngage’s RFM Analysis to identify the right segments of target audience to focus on. Users were then segmented based on the purchase funnel, and further sub-grouped based on the drop-off stages. Personalized smart-triggered campaigns were created to target abandoned customers and drive them to spend more time on the app. The team also re-targeted unresponsive customers on Facebook using MoEngage Connectors. The identified user groups were then added to the omnichannel flow campaigns, ensuring customers were engaged at every step of the funnel. Inactive users were re-engaged using look-books and on-going trends to bring them back on the app.
Operational Impact
Quantitative Benefit
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