How Me n Moms increased it’s repeat sales by 26% using Xeno

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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

26%

Increase in Repeat Sales

57x

Return on marketing spend

About Me ‘n’ Moms

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.

Challenge

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.

Objective

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.

Solution

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.

Prathamesh Sawant
/
Marketing Manager, Me n Moms

Campaign

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.

Result

All of this led to a 26% increase in repeat sales.

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