About MyGlamm
MyGlamm, a web based worldwide magnificence merchandise & cosmetics model, was based by Darpan Sanghvi in 2012. Together with the brand new age coloration cosmetics merchandise that MyGlamm sells, additionally it is a web based market for magnificence aestheticians. Customers can place orders on MyGlamm’s web site, iOS, and Android app. The Mumbai-based model has grow to be India’s first magnificence commerce startup to show a unicorn after it raised $150 million in a Collection D funding spherical led by Prosus Ventures (Naspers) and Warburg Pincus.
Premise
Self-importance has grow to be paramount in India. With the rise of disposable earnings post-pandemic, shopper demand for magnificence merchandise is at an all-time excessive. The great progress of the e-Commerce business throughout and after COVID-19 has additionally given rise to on-line marketplaces, turning into common purchasing locations for beauty merchandise. Evidently, India’s cosmetics market is predicted to hit a $20 billion mark by 2025.
Nonetheless, solely a handful of manufacturers have been in a position to keep forward of the competitors. Specifically in a time that each enterprise is out there on-line, and is as accessible as an Instagram web page, it hasn’t been simple to make a mark. MyGlamm is among the manufacturers which have.
And right here’s the story of how MyGlamm rode out the storm of challenges, adopted a considerate method of selling and made its customers really feel glamorous. Learn on to seek out out extra.
Knowledge Supply: Indian Cosmetics Trade Report 2017 by RedSeer
Goal
MyGlamm lays prime deal with two issues in the case of its prospects: One, that every one of their customers should really feel glamourous effortlessly. Which means each consumer should have the ability to full his/her shopping for lifecycle with none hurdles. Two, MyGlamm should have the ability to make each consumer really feel priceless all through their shopping for journey with them.
Merely put, MyGlamm goals at making each consumer’s shopping for expertise with MyGlamm completely pleasant, hassle-free and memorable. Clearly, buyer expertise is on the epicenter of their model technique. So, MyGlamm targeted on delivering distinctive consumer experiences with focused and highly-personalized advertising, which helps them:
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- • Drive optimum registrations,
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- • Nurture very best prospects,
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- • Convert customers into patrons,
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- • Construct consumer loyalty, and
- • Obtain worthwhile long-term progress.
The Challenges
Like most on-line companies, whereas the groups at MyGlamm have been set to attain their objectives, they confronted a couple of challenges too. The first challenges have been:
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- • Inaccurate consumer knowledge,
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- • Lack of a unified view of a consumer,
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- • Lack of personalization,
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- • Disconnected multi-channel campaigns, and
- • Cumbersome marketing campaign execution.
Which led to
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- • Disagreeable consumer experiences,
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- • Poor app and internet engagement,
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- • Elevated churn fee,
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- • Plummeting cart abandonment,
Therefore Myglamm started searching for a dependable and extremely scalable platform that might assist them execute focused, data-backed advertising that permits one-to-one communication with customers.
The Resolution
MyGlamm adopted WebEngage to energy its lifecycle advertising campaigns. The model used the journey builder function to focus on customers with funnel-based, contextual campaigns throughout channels like SMS, e-mail, internet & cellular push, and in-app notifications.
After vetting a couple of advertising automation platforms available in the market, MyGlamm determined to undertake WebEngage to energy their consumer engagement and retention campaigns. And the groups at MyGlamm and WebEngage’s buyer success workforce got here to a consensus that having correct and detailed consumer knowledge is the way in which to go.
So, first issues first. The consumer knowledge was meticulously studied, and each new consumer data that got here in was assigned a singular consumer id that will get generated by the software program. This turned a mandate and routine as all of the campaigns fueled by WebEngage are based mostly on distinctive consumer ids to keep away from the duplication of knowledge.
As an example, each new consumer that registers on the web site is assigned a singular consumer id. When the identical consumer returns to the web site or downloads the MyGlamm app, her distinctive id stays the identical, and all of the actions she performs on a number of units are tracked below the distinctive id assigned to her as a consumer.
As the basic problem was resolved, MyGlamm’s consumer knowledge was organized, collated and multi-channel. Full details about each consumer was now accessible in a 360-degree format.
Making use of the actionable knowledge, MyGlamm targeted on orchestrating significant lifecycle advertising campaigns and delivering these campaigns seamlessly utilizing WebEngage’s dashboard.
The model created totally different segments of customers based mostly on the consumer’s personas. And designed a number of journeys for these segments.
Right here’s how MyGlamm tackled the challenges through totally different journeys.
A. Encourage registered customers to make a purchase order
After the primary interplay {that a} consumer makes with MyGlamm, the model would wait for twenty-four hours giving the consumer the time to know and discover MyGlamm’s choices.
This explicit journey was focused for the section that consisted of customers who registered and didn’t make a purchase order throughout the first 24 hours of signing up.
And right here’s how the journey functioned:
1. As quickly as a consumer (on this case, Jane) entered the section, an SMS (about glammPOINTS i.e. retailer credit) was despatched to that consumer. Concurrently, the journey additionally checked whether or not Jane was reachable on cellular push. If she was, a push message was despatched on her cellphone.
Fascinating: Push notifications will be personalized otherwise for iOS and Android.
2. After ready for 2 days, an e-mail and a cellular push have been despatched to Jane (as a result of she hadn’t made a purchase order but).
3. Jane had not made her first buy even after every week, so an e-mail and a cellular push have been despatched to her.
A consumer may not be satisfied with what a magnificence blogger or an influencer would possibly like. However she’d need to unfold the phrase if she will get some factors in return.
This time, the hook was friendship. The consumer received glammPOINTS each time she referred to a good friend.
4. Lastly, after two weeks, the final e-mail was despatched to Jane.
The stronger hook right here was: Softly nudging the consumer to avail the provide earlier than it closes. The final e-mail tempted Jane to make the acquisition!
5. Customers who didn’t make a purchase order even after 3 weeks have been routinely moved out of the journey.
This journey drove 19% conversions within the month of August. Which was virtually 12% within the month of July when the journey wasn’t in place.
Fascinating: Each time a consumer enters the section and makes a purchase order throughout the interval {that a} journey is deliberate to run, the consumer is routinely moved out of the journey and isn’t bothered with any additional communication since she’s already transformed.
B. Persuade abandoners to position the order
Cart abandonment is a problem that the majority on-line companies face. However the identical customers who deny (moderately, aren’t motivated sufficient) to purchase the merchandise that they add to their carts will be inspired neatly.
MyGlamm did simply that. They constructed an event-triggered journey for all these customers who added merchandise to their cart however didn’t buy these merchandise throughout the subsequent half-hour.
This journey had quite a few circumstances, campaigns and totally different wait durations, contemplating the character of the target market that this explicit section catered to.
A portion (10%) of customers have been moved to the management group (CG). This group belonged to the goal section (talked about above) and entered this occasion triggered journey. However they tran- scended all of the campaigns that have been part of this journey. No communication was despatched to the ten% of customers within the management group. However the conversion occasion would nonetheless be tracked for these customers.
The conversion occasion was set to: order positioned.
The journey included personalised communication throughout channels, inclusive of Net Push, SMS, E-mail, and Cell Push Notifications.
Study extra about how MyGlamm delivered distinctive consumer experiences
The campaigns (on this journey) included:
1. Net Push Campaigns
The hook: Sending an exit-intent internet push is an on the spot reminder for the consumer to buy the merchandise she simply added to her cart.
2. SMS Campaigns
3. E-mail Marketing campaign
The hook: Establishing a context by telling the consumer that this e-mail is predicated on her current go to to the model’s web site. For this explicit e-mail marketing campaign, the distinction in conversions was monumental. About 137% uplift occurred within the orders positioned by the customers who acquired communication throughout the journey.
Fascinating: Management group helps in analyzing the efficiency of a marketing campaign despatched by means of WebEngage.
4. Cell Push Campaigns
General, the journey drove about 162% uplift in orders positioned by the customers who have been part of this journey.
C. Construct model loyalty
What makes a consumer happier than figuring out that she already has some factors (learn cash) in her kitty and wishes only a few extra to purchase her favourite merchandise?
MyGlamm stirred up its customers’ pleasure to purchase their favourite merchandise by using this easy approach.
They created a personalized journey for the section of all registered customers who had 150 glammPOINTS of their account and didn’t make any buy.
Customers on this section have been despatched messages throughout internet push, SMS, e-mail, and cellular push – informing them concerning the glammPOINTS that the consumer had of their account.
Every of those campaigns had a highly-customized message. Right here’s how the campaigns appeared:
E-mail Marketing campaign
For the e-mail copy, a selected trending product was despatched to a consumer with a calculated quantity exhibiting the extra quantity she requires to purchase THAT product after redeeming the glammPOINTS that she has in her account.
A calculating mechanism was used to calculate the precise quantity a consumer must spends to purchase a selected product.
The logic was:
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- If, X = The quantity a consumer must pay
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- Y = Precise MRP of a selected product
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- Z = Retailer Credit (glammPOINTS) {that a} consumer has in her account
So, on this e-mail, Y is Rs. 1890 and Z that received fetched by means of the calculating mechanism is Rs. 1490. Because of this Jane had 400 glammPOINTS in her account when this e-mail was despatched.
Fascinating: With the assistance of a code, you’ll be able to create a mechanism that routinely fetches the appropriate product knowledge for each consumer and calculates the steadiness quantity a consumer must spend for purchasing a selected product.
Whereas making a push message marketing campaign on WebEngage dashboard, MyGlamm outlined key worth pairs. Key worth pairs allow companies to customise push messages at a marketing campaign degree from throughout the app. The information entered within the key-value pairs is part of the push message payload and will be accessed utilizing push callbacks.
Fascinating: Including key worth pairs assist manufacturers observe the interplay through a selected push message.
6. The End result
Having correct knowledge and a unified view of the consumer helped MyGlamm execute the above talked about cross-channel journeys and aided them in:
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- • Driving high quality web site guests and understanding them
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- • Deriving higher consumer particulars and getting app installs
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- • Creating consumer personas based mostly on their multi-channel habits
- • Enhancing consumer lifecycle advertising
The above outcomes additional helped MyGlamm obtain their objectives like:
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- • Pleasant consumer experiences
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- • Improved app and internet engagement
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- • 6% enhance in orders positioned by registered customers inside a month
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- • 166% uplift in purchases by customers who had beforehand deserted their carts
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- • 137.5% uplift in conversions by customers who acquired a personalised e-mail concerning the
