MoEngage > 实例探究 > Lifestyle 通过动态参与策略将客户保留率提高 30%

Lifestyle 通过动态参与策略将客户保留率提高 30%

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。

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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。

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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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运营影响

By implementing a purchase funnel-based engagement strategy, Lifestyle was able to significantly improve its operational results. The company was able to identify user behavior and activity across the app, which helped them understand various user events and allowed them to create a step-by-step funnel campaign. This campaign improved the conversion time to 15 minutes, which previously took up to 14 hours to 2 days. The funnel campaign led to a 4X increase in conversions from the 'Add To Cart' to the 'Payment Complete' stage. The use of relevant product messaging on push notifications and SMS with real-time triggers reduced cart abandonment by 20%. Additionally, smart segmentation with dynamic campaigns enabled the brand to re-engage with more users, improving the retention rate by 30%.

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数量效益

4X Boost in Conversion Rate
170% Shorter Conversion Time
20% Decline in Cart Abandonment

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