Industry Knowledge
Min Read

How brands like Kaya Clinic, Estée Lauder are embracing digital adoption during the pandemic; Case-studies, Use-cases, and more...

xeno pulse beauty
Published On
April 23, 2021

It's a crazy time out there, Regardless of which, all ous need to hang in there & keep pushing forward. However, things are a lot more calm & certain than what it was a year ago. Retailers are gearing up for the second wave with more experience and a focused approach towards their customers. Xenopulse 63rd edition talks about such retailers and brands who have been winning despite the situation and the strategies they are using. Check out today's edition if you are looking for some inspiration

Good Friday Morning!

How’s the second wave of COVID treating you?

Last week I shared some lessons from retail’s experience with the pandemic last year. Retailers are gearing up for the second wave with more experience and a focused approach towards their customers.

To help you with your COVID- strategy, today I am gonna talk about some case studies and use cases that have allowed retailers to grow even during the pandemic. If they can do it, so can you :)

Let’s fight this together 😁

In today’s edition:

  • How Kaya Re-Activated Closed Clinic Customers To Increase Average Weekly Revenue by 51%
  • How Estée Lauder is rethinking its approach to digital shopping via personalization
  • 5 ways retailers can adapt to shifting shopper habits
  • Thanks to COVID, Digital Potential is Now Limitless for Restaurants
  • Hand-picked tool for the week: crystal knows

Next-Gen CRM

🏻‍How Kaya Re-Activated Closed Clinic Customers To Increase Average Weekly Revenue by 51%

Kaya Clinic has been one of the top industry leaders when it comes to providing skincare, haircare, and other beauty-related solutions.

At the onset of the pandemic, Kaya Skin Clinic had almost 30% of their clinics shut in the last lockdown. Yet, they converted 59.7% of its top-tier customers and increased their average weekly revenue by 51%.

Here’s how they achieved these results despite the lockdown:

1. Intelligent segmentation: Using Xeno’s Next-Gen CRM, they identified high-value customers and sent them personalized communication for maximum conversion

2. Taking segmentation to another level: Using AI Audience selection, Kaya found the best audience to cross-sell products to lost customers.

3. Constant optimization: By a weekly tracking system, we improved the campaigns in real-time to maximize ROI.

4. Power of personalized reminders and gifts: Kaya sent personalized messages and gifts to customers that suited their needs and preferences. This made them much more likely to visit the clinics again

To see the exact step-by-step strategy they used and the campaigns that they ran, download the full case study here.

AR & Personalisation

📊How Estée Lauder is rethinking it’s approach to digital shopping via personalization

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The Estée Lauder Companies (ELC), the American beauty conglomerate and manufacturer of brands like Mac Cosmetics, Jo Malone, Origins, and Le Labo, says customers are missing the social interaction and personalization of the in-store experience, so they are recreating it online.

Online and skincare brands have been the key growth driver for the beauty industry amid pandemic store closures. ELC has nearly doubled its rate of online consumer-facing investments and boosted its digital infrastructure and fulfillment network. Here’s how:

Building on loyalty:  The new service, which doesn’t require appointments, is designed for stickiness and engagement. Consultants, now armed with multiple video cameras and providing services seven days a week, can demonstrate how to use the product.

Customers can shop solo or with a group of friends, who can join from multiple locations, giving the service a social bend. Consultants have the ability to view the customer’s screen up until the point of checkout.

Tracking success: Clinique isn’t tracking success through the number of sales but through customer feedback and satisfaction, which is a shift for the brand. Customers come to the brand beyond product advice and seek tips for caring for their skin and other skincare concerns. Over the past week, the brand has registered a high customer satisfaction rate of over 95 percent.

Sometimes part of the experience for the consumer is just trying something on. Ultimately, as a brand, you would like to think that it leads to conversion, but it could also be the early part of the funnel

Retailers of the future will need to be better equipped to deal with all of our needs and serve consumers wherever and however they want to engage with them

Learn more here

Customer Loyalty

🛒5 ways retailers can adapt to shifting shopper habits

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The past year has seen seismic shifts in multichannel shopping journeys and consumers becoming increasingly promiscuous during the pandemic. For some retailers, the pandemic has provided the opportunity to collect even more customer data as operations moved online but for others, it has meant a rethink or need to scale back on offers, personalization, and promotions.

The new normal requires new thinking and a refreshed approach to engaging customers. Here’s how to do it:

1. Press the reset button: Take a fresh look at your target customers and think about potential new customers. Look at their shopping behaviors at every single touchpoint and consider how and where you want them to engage with your brand.

2. Follow the customer’s lead: Link product offers or loyalty programs to shifting purchase preferences and trends, and use this data to enhance the customer experience with hyper-personalisation.

3. Understand predictive analytics: Predictive analytics tools, used in the right way, can take this customer insight and help you fine-tune the way you design your loyalty program, allowing you to be future-focused and forward-thinking.

4. Embracing effective engagement: Loyalty today needs to be about more than just points. The key is to identify features and benefits, which are low-cost to you but have high perceived value for your customers.

5. Deliver the best customer experience– on and offline: Look at ways you can give customers an experience or offer they will remember – one that prompts interaction with the brand that will truly engage them.

Learn more here.

Food & tech

🍩Thanks to COVID, Digital Potential is Now Limitless for Restaurants

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Restaurants were already adopting new digital tools before the pandemic. But COVID-19 forced years’ worth of innovation into a few months. Restaurants have adjusted to the realities of the pandemic and clawed their way back to respectable sales, largely with the help of a revamped digital strategy. And like at most other restaurants, the implications of that new digital prowess are staggering.

The human touch :

Restaurants are working to integrate communication even further into the brand’s digital ordering channels so they can more effectively engage with their customers along with considering developing tools like mobile order pickup windows. They are retooling its digital platforms, enhancing its loyalty platform, and expanding into more of an omnichannel approach to service.

A closer connection

The pandemic has forced millions of customers onto digital ordering platforms, and one of the massive advantages to this is that restaurants can collect far more information about them, and then craft the ordering experience according to that data.

As restaurants understand their customer, what they like to order, they can direct you toward more things that they want to order and that is inherently going to create that closer connection between customer and the restaurant, and ultimately make them a happier customer.

Learn more here.

🔎Hand-picked tool for the week: crystalknows

Your chance to discover some of the most unknown & helpful tools made for marketers like you.

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Crystal Knows allows you to predict anyone’s personality and enrich your understanding of an account beyond generic prospect insights and data points. Serve customers better by building deep relationships with

🤗Brand & Marketing News

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  1. “What’s the point of all these points,” asks magic pin as it spoofs CRED once again
  2. Facebook tweaks ad tools ahead of Apple's privacy changes
  3. Apple goes to battle with Spotify in premium podcast push
  4. Domino’s data breach: Credit card details of over 10 lakh Indians allegedly leaked

Another interesting piece of news that I would like to share before I sign off:

Our partner Lotto, Won the Title of 'Best Digital Customer Experience Award of the Year in Retail' at the 3rd Edition Digital Customer Experience Excellence Awards 2021.

Despite of the ongoing situation, it’s amazing to see brands are making the most out of it and not leaving any stone unturned to provide the best customer experience to their customers.

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That’s all for today folks. Hope you liked today’s edition.

Stay in & stay safe :”)


Marketing & Content Strategist

Anisha Arora is an experienced Marketing & Content Professional who often breaks down complex topics for readers here. She collaborates with various teams to seamlessly combine different viewpoints and knowledge about customer retention, CRM, loyalty, and marketing technology. When she's not working, you'll find Anisha sipping coffee and binge-watching her favorite TV shows.


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