技术
- 网络与连接 - 5G
- 机器人 - 轮式机器人
适用行业
- 服装
- 零售
适用功能
- 采购
- 销售与市场营销
用例
- 零售店自动化
- 时间敏感网络
关于客户
Lifestyle 是印度领先的时装零售商,隶属于迪拜零售和酒店集团 The Landmark Group。该品牌提供多种品类,包括服装、鞋类、手袋、时尚配饰和美容产品。 Lifestyle 提供无缝、无忧的购物体验,提供国内和国际领先品牌,并通过其在线商店lifestylestores.com 提供真正的全渠道体验的便利。该品牌拥有遍布 44 个城市的 80 多家商店网络,向超过 19000 个个人密码提供服务,拥有超过 15,000 名上门买家和超过 100 万应用程序客户。
挑战
Lifestyle 是印度领先的时尚目的地,其移动应用程序面临着重大挑战。尽管应用程序安装量超过 100 万次,但活跃用户群仅为 15,000 人。该公司发现了两个主要问题:大量用户在首次打开应用程序后处于不活跃状态,并且大量用户在搜索或将产品添加到购物车后放弃了该应用程序。这种不活跃的用户行为对整体转化产生了负面影响,并影响了投资回报。该公司的目标是提高每月活跃用户群、通过提高转化率减少用户流失、提高应用内购买率并提高用户参与度。
解决方案
为了应对这些挑战,Lifestyle 决定实施基于购买漏斗的参与策略,该策略将在购买漏斗的每一步吸引用户,从而推动转化。该公司选择 MoEngage 作为他们的客户参与合作伙伴。营销团队首先分析了预购买每个阶段的用户流失情况,并使用 MoEngage 的 RFM 分析来确定需要关注的目标受众的正确细分。然后根据购买渠道对用户进行细分,并根据流失阶段进一步进行分组。创建个性化的智能触发活动是为了瞄准被遗弃的客户,并促使他们在应用程序上花费更多时间。该团队还使用 MoEngage Connectors 重新定位 Facebook 上反应迟钝的客户。然后将确定的用户组添加到全渠道流量活动中,确保客户参与渠道的每一步。使用外观手册和持续趋势重新吸引不活跃的用户,使他们重新使用应用程序。
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