How  Apparel UAE  was able to increase its repeat sales by 60% by creating a Centralized CRM Platform

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levis eid campaign

Apparel Group is a multi-award-winning global fashion and lifestyle retail conglomerate based in Dubai, UAE, with operations across the GCC. Today, Apparel Group caters to millions of eager shoppers through its 2010+ retail stores and 78+ brands on all platforms while employing over 17,300 multicultural staff.


Multi-brand Group



Growth in Repeat Sales for the brand Tommy Hilfiger


Growth in Repeat Sales for the brand Rituals


Uplift in campaign conversions for the brand Levis

About Apparel UAE

Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. The Apparel Group caters to thousands of shoppers through its more than 1750+ stores and 75+ brands across countries such as UAE, Kuwait, and Saudi Arabia, India, South Africa, Singapore, Indonesia, Thailand, and Malaysia.

Key Highlights

Setting up a central level CRM for Apparel UAE’s 75+ brands.
Integrate brand-specific data into a single view system for better understanding of group-wide metrics & improved decision making.
Successfully running a pilot for 3 brands namely Tommy Hilfiger, Rituals & Levis resulting in an increase in repeat sales by 60%.

Centralized CRM

Xeno created a central-level CRM integrating the brand-level data from all of their sources as well as their group loyalty data so as to have group-level access to the database & run relevant personalized campaigns. The central level CRM not only allowed Apparel UAE to send personalized loyalty campaigns but also created opportunities to upsell & cross-sell amongst the listed brands.


To start the Taco Bell Xbox campaign, we wanted to educate the customers about the app launch first, to push app downloads and build hype for the campaign. This was followed by engagement campaigns to enroll the customers into the contest and push repeat orders. Based on our insights, we sent out Digital+SMS based communications.

“We knew we couldn't scale without having a centralized CRM system. Now with Xeno in the picture, we have been able to integrate all of our data at one place and analyse our performance better at both brand and group level. Moreover, better customer understanding & running personalised communication has been an icing on top. We already see some amazing results coming in & we can't wait to scale this even further.”

Neeraj Teckchandani
Group CFO,  Apparel UAE

Campaign: Tommy Hilfiger

Tommy Hilfiger is one of the world’s leading designer lifestyle brands having a breadth of collections including Tommy Hilfiger Collection, men’s, women’s, and kids’ sportswear, denim, accessories, and footwear.

Tommy Hilfiger pushed out communications focusing on this sentiment considering the fact that the propensity to consume is high during EID in the UAE. Tommy Hilfiger targeted customers on the basis of their favorite product category & ran targeted campaigns for the people who had shopped during the previous Ramadan period.

To utilize the benefits of having a centralized CRM, Tommy Hilfiger also ran cross-sell campaigns using the data from the 2nd Apparel UAE brand i.e Rituals. Since most of the Rituals’ customers were women, they were targeted with Tommy Hilfiger’s women’s wear collection.


The EID Campaign resulted in  growth in repeat sales by 60% as compared to last year.
The campaign observed a 33.66% uplift in terms of campaign conversions.

Campaign: Rituals

RITUALS Cosmetics is the first brand in the world to combine home & body cosmetics. With its product line – from the luxury body and facial creams through to precious mineral make-up, scented candles, pure tea, and Soulwear – RITUALS Cosmetics inspires people to transform their daily routines into beautiful, meaningful moments.

Rituals ran multi-lingual campaigns during EID based on the preferred usage of language by the customer. The customers who preferred English over Arabic received campaigns in their preferred language & vice-versa.

Also to launch its new fragrances, Rituals ran campaigns in 4 specific countries targeting customers based on their recency & their propensity to spend. Since Rituals is most loved amongst women, it ran cross-sell campaigns targeting the women customers from Tommy Hilfiger & Levi’s customer database.


The EID Campaign resulted in a  growth in repeat sales by 90%  as compared to last year. New collection launch campaign resulted in an  ROI of 10.28x. Ritual's Cross Sell campaign observed a 15.22% uplift in terms of campaign conversions.

Campaign: levis

Levi’s brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.

EID is one of the most celebrated festivals in the UAE. Keeping the same aspect in mind, Levis ran campaigns targeting the customer sentiment around the festival & campaigns focused on EID. To utilize the benefits of having a centralized CRM, Levis also ran cross-sell campaigns using Rituals customer database.

Lastly, Levis ran its sustainability campaign around the period of April segmenting the customers on the basis of their customer persona i.e their gender, preferred category, discount preference, etc.


The EID Campaign resulted in a 0.64% conversion rate. Cross-Sell Campaign observed a  37.56% uplift in terms of campaign conversions. Sustainability Campaign resulted in an ROI OF 8.47x ROI.

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