How Iba Cosmetics Increased Its Website Repeat Sales By 28%

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Iba Cosmetics  too was facing challenges in retaining its customers & building customer loyalty. To drive retention, Iba Cosmetics knew that they had to distinguish themselves by offering a unique experience to their customers.

INDUSTRY

Beauty & Wellness

Result

27%

Increase in Website Repeat Sales

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About Iba Cosmetics

Iba Cosmetics  is India's first Halal-certified, PETA-certified, vegan & cruelty-free range of cosmetics and personal care products. Their product portfolio ranges from skincare, haircare, make-up, perfumes, and a lot more. 

Key Highlights

Like any other brand, Iba Cosmetics  too was facing challenges in retaining its customers & building customer loyalty. To drive retention, IBA Cosmetics knew that they had to distinguish themselves by offering a unique experience to their customers.

Objective

With that vision in mind to create personalized experiences for each customer, IBA Cosmetics STARTED ITS CRM JOURNEY WITH XENO.

Solution

This was achieved by:
First, understanding their customers deeply using a CDP (Customer Data Platform) 
And, using this understanding to deploy personalized retention marketing campaigns 

Customer Retention was always a concerning topic for us before Xeno came on board. Xeno has helped us to not only understand our customer base better but also work towards retaining them & building the required customer loyalty.

We are now focused on achieving our revenue & ROI goals month on month with every personalized digital campaign. And this process has been validated by a 27% increase in repeat sales.

MAULI TELI
/
Founder, Iba Cosmetics

Campaign

Category based Campaigns  
Iba Cosmetics segmented its customers based on their favorite categories in order to run upsell & cross-sell campaigns and launch its new products. They targeted these customers with the next best recommendation as suggested by AI algorithms.

ATV based Campaigns
IBA Cosmetics identified the ATV brackets that were most popular amongst their customers. Based on these brackets, they formed separate clusters in order to send personalized campaigns that were relevant to each ATV bracket.

Replenishment Campaigns
Replenishment Campaigns are your best friend if you sell anything consumable. It’s the best way to keep your customers coming back. To achieve the same, Iba Cosmetics set automated replenishment campaigns every month based on the last purchase of the customer along with the likelihood of it running out that month.

Reactivating Dormant Customers
Brands often believe that a customer which once becomes dormant is highly unlikely to return. To prove this wrong, Iba Cosmetics identified all of its customers who haven’t made a purchase in the last 9 months & targeted them with offers they could never ignore based on their recency & monetary persona.

Result

These campaigns led to 28% increase in website's repeat sales.

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