The sweet spot of 0-3 years makes it extremely important for Me n Moms to generate the maximum business for their customers during this period.
INDUSTRY
Fashion
Result
Increase in Repeat Sales
Return on marketing spend
Me ‘n’ Moms is a one-stop shop for mothers to get the best products for their babies & themselves. Me n Moms aims to make parenting a more joyful journey. From a single store outlet to now being a Pan India entity with more than 100 outlets. Mee Mee, the popular baby care and parenting brand launched in 2007 by the company, offers a large variety of products across all categories including Skin and Oral Care, Feeding, Nursery, Toys, Fashion and Maternity which ensures each and every requirement of a parent is met during the period of 0-3 years.
The challenge here is, Me n Moms cater to kids between the age of 0-3 years & their mothers. This means they have a customer only for 3 years making the churn rate huge. The sweet spot of 0-3 years makes it extremely important for them to generate the maximum business for their customers during this period.
Me n Moms wanted to maximize their revenue from their customers during the period of 3 years. To achieve this, it was extremely important for them to understand the lifecycle of each of their customers, the product that fits their needs during that time & communicate the same.
Xeno integrated & consolidated the Me n Mom’s data into their system to first identify the products that are under the Me n Moms portfolio and further match them according to the lifecycle of the customer.
After analyzing their data, Me n Moms along with Xeno came up with certain clusters to run effective personalized campaigns. These clusters helped them with the following:
- Identify who their active set of customers were.
- Map the products against the needs of any pregnant woman or a parent with a child to identify how old their kid might be or if it’s a pregnant woman.
- Target the clusters separately to ensure that that they reach out to the customers with the most relevant products.
It has been a great experience working with the Xeno team for the past few months. I love how both the teams have seamlessly tied together to work towards our vision. The situation definitely looks a lot better post the second way of COVID-19 & we are really hopeful to achieve some more tremendous results in the coming months.
ATV based Targeting
Customers under the ATV targeting were targeted based upon their Average Transaction Value i.e the value that a consumer spent at Me & Moms in a single transaction.
Category + Utility Category
Customers here were reached out depending upon their preferred product category & sub-category. They were targeted with certain product/offer-based personalized campaigns to capitalize on the existing demand in the market. Points reminder campaigns intermixed with category & subcategory promotion to incentivize & engage more customers in the loyalty program. Lead generation ads to drive traffic to the newly launched stores.
All of this led to a 26% increase in repeat sales.
