Exhibition · Ongoing
The Last Visit
Six customers. Six final purchases. And the message that came next.
Six fictionalised retail moments. One question: what did the brand know before it spoke?
Ninety seconds. Scroll to enter.
Exhibit I
The Bridal Set
₹1,84,000 · Paid in full · No discount asked
The last time she was seen: leaving with the box in both hands.
What we sent next
A flat-30%-off promotional blast, eleven days later.
What it cost
She learned her ₹1.84L meant exactly the same to us as a ₹1,800 walk-in.
Exhibit II
Tuesday, 7:40pm
Table for two · Dessert added · Tuesday, 7:40pm
The last time she was seen: ordering something sweet for the table.
What we sent next
“We miss you! Here’s 10% off.” Sent Thursday.
What it cost
Nothing says nobody’s looking like being missed forty hours after you visited.
Exhibit III
The Size Change
Size 12 · Four years of purchases · Previously size 10
The last time she was seen: choosing the same silhouette in a different size.
What we sent next
The same body-con edit, four times.
What it cost
She wasn’t churned. She was just no longer spoken to.
Exhibit IV
Store No. 4
In-store · UPI · No email
The last time she was seen: at Store No. 4, where nobody asked for more than payment.
What we sent next
Nothing. She didn’t exist in the CRM.
What it cost
Two years of purchases living in a system that never met the one sending the campaigns.
Exhibit V
The Gift
Men’s fragrance · Gift wrap · Receipt to a different address
The last time she was seen: buying something she intended to give away.
What we sent next
Eight weeks of men’s fragrance.
What it cost
We built a profile out of the one purchase she didn’t make for herself.
Exhibit VI
The Anniversary
Same week · Three years running
The last time she was seen: returning in the same week, for the third year.
What we sent next
The Diwali mailer. Same as everyone.
What it cost
A pattern we already had, and never once used.
If the next message already knew the customer, why did it behave as though it didn’t?
Continue to Exhibit VII
Exhibit VII
Exhibit VII, the empty pedestal
Acquisition date: —
Nothing here yet. That’s the only good news on this wall.