Goal

The leading brand in the women’s handbags & accessories industry segment wanted to engage with their consumer database and translate it into higher average bill value (also called average ticket size).

Solution

It was a well-known fact that the working women formed the core customer base for the brand in case of its key product category. And, its other product categories, although priced lesser, got readily accepted in other consumer segments including a much younger consumer.

We identified that the promotions from the brand should target consumers who had never tried the key product category and almost always bought the other categories from time-to-time. We also identified that the young consumer on getting into a work life for the first time would be a prime target for the first trial of the key product category.

Smart campaigns were designed after identifying the candidates from the previous years’ sales data and customer database.

Customers who needed the campaign/promotion were identified from previous years’ sales data by plotting their buying behaviour over the period. The customer database where age was identified was an easier target. Where age was not identified, but profession of student was mentioned also contributed to the target database.
Smart campaigns were devised to address the specifically identified customer segments within the database over mails and text messages.

Outcome

The number of bills showing penetration of the key product category on them increased in the targeted database in the given period of time.