Reading Time: 3 minutes

Com o consumidor mais exigente, digitalizado e em busca de experiências relevantes, o e-commerce precisa ir além da conveniência — ele precisa encantar, instruir e fidelizar. Foi exatamente esse o tom da conversa com líderes de marcas que estão à frente da transformação digital no mercado brasileiro durante o VTEX Day 2025, em São Paulo.

Durante o evento, Fernanda Liveri, Head de Digital da Suvinil, Priscila Serafim, Diretora de Digital da Pague Menos, e Juliana Piccolotto, Diretora de Omnicommerce da Obramax, compartilharam estratégias que estão transformando a jornada de compra online. Suas abordagens mostram como a personalização tem se consolidado como um diferencial competitivo no e-commerce.

Nos tópicos a seguir, reunimos os principais cases e estratégias dessas empresas que inspiram em suas operações digitais. Vamos lá?

A transformação digital da Suvinil: educar antes de vender

O mercado de tintas nunca foi exatamente um líder em vendas online — mas isso está mudando. Segundo Fernanda Liveri, da Suvinil, menos de 5% do total de vendas da categoria são feitas no digital. Ainda assim, a marca está investindo na construção de uma experiência online educativa, intuitiva e personalizada. O foco da Suvinil é empoderar o consumidor em uma jornada historicamente técnica. “O mais importante para mim é que o cliente passe pela experiência. Com isso, ele se sente mais seguro na escolha daquela tinta ou cor específica. E quem passa pela plataforma digital da Suvinil sai com outra relação e imagem da marca”, afirma.

Entre os destaques da estratégia digital da Suvinil:

• Paleta online integrada aos leques físicos de cor: a experiência começa no digital, mas se conecta perfeitamente ao ambiente físico.
• Monitoramento de comportamento de navegação: a Suvinil observa como os consumidores interagem com a plataforma para ajustar os produtos e o UX.
• Dados como ativo estratégico: a área digital não serve apenas para vender mais, mas para gerar inteligência para toda a companhia.

Pague Menos: saúde com propósito e personalização

Já no setor farmacêutico, a digitalização está em ritmo acelerado — mas o diferencial da Pague Menos vai além da tecnologia. Segundo Priscila Serafim, o que move a marca é o propósito: “Cuidar com amor”. E isso também se aplica ao e-commerce. “Todo mundo pode levar saúde, mas com amor é o pilar da Pague Menos. Como levar isso para o digital? A gente carrega esse exercício em toda interface com o cliente“, explica.

Enquanto gigantes disputam preço e logística, a Pague Menos aposta em uma estratégia centrada no cliente, com forte foco em personalização da jornada de saúde.

Entre as principais iniciativas:

• Personalização preditiva: para clientes com condições crônicas, a marca não só entrega o medicamento, como também antecipa outras necessidades;
• Fidelização pela jornada: ao entender o histórico e as necessidades de cada cliente, a Pague Menos gera valor além da transação — gera confiança;
• Engajamento com propósito: o “cuidar com amor” orienta a comunicação e o UX.

Obramax: dados unificados e personalização em escala

A Obramax vem se consolidando como uma referência em omnichannel no setor de construção, com uma abordagem centrada na integração entre o físico e o digital. Segundo Juliana Piccolotto, diretora de Omnicommerce da marca, o uso inteligente dos dados tem sido essencial para garantir uma jornada fluida entre os canais.
“Hoje, os nossos dados são unificados, isso possibilita que a experiência da loja física e digital estejam integradas”, afirma Juliana.

Na prática, isso significa usar dados não apenas para vender, mas para entender o contexto do cliente e oferecer soluções relevantes em tempo real. Uma visão que transforma a jornada de compra em uma experiência consultiva — e altamente eficiente.

Reading Time: 6 minutes

O cenário do e-commerce nunca muda sozinho – ele é transformado por quem ousa inovar. Prova disso foi o VTEX Day 2025, realizado em São Paulo no início de junho, que mais uma vez consolidou sua posição como o principal termômetro do e-commerce global. Este ano, o evento foi além de apresentar tendências: revelou como gigantes como GloboPlay, C&A, Vibra Energia, Suvinil e Belong Be – e muitos outros!- estão reinventando a experiência do consumidor – cada uma em seu setor, mas todas com estratégias alinhadas em pilares indispensáveis:

• Hiperpersonalização que vai além do “Olá, [nome]”;
• Omnichannel sem fronteiras entre físico e digital;
• Gestão por dados para substituir achismos por fatos;
• Inteligência Artificial aplicada à performance empresarial.

Nos próximos tópicos, vamos desvendar como essas empresas estão aplicando cada conceito na prática, com cases reais e insights exclusivos dos principais palestrantes do evento.
Vamos lá!

Personalização e hiperpersonalização para fidelização no e commerce

O shopper atual está mais consciente, exigente e maduro digitalmente. Não basta mais segmentar por faixa etária ou gênero — o consumidor espera que as marcas entendam suas necessidades individuais e antecipem suas dores, oferecendo experiências únicas e relevantes em cada etapa da jornada.

Julia Valenciano, Diretora de e-commerce da Wella Company, reforçou essa visão durante o painel do VTEX Day 2025: “Hoje quando a gente fala de conteúdo, precisamos pensar além do básico, mas precisamos pensar na personalização.” No setor de beleza, por exemplo, a hiperpersonalização se traduz em recomendações de produtos com base no histórico de compras, tipo de cabelo ou até mesmo nas condições climáticas da região do cliente.

E por falar do setor de beleza, Simone Sancho, fundadora e CEO da Belong Be, complementa o assunto, mostrando a importância da personalização para a marca. “Na nossa marca, cada cliente deve se sentir único. Por isso criamos a possibilidade de desenvolver batons totalmente personalizados – da cor à textura – conforme o desejo exato de cada pessoa.” Esse case exemplifica como a personalização deixou de ser apenas um recurso para se tornar uma proposta de valor central no varejo de beleza.

Mas a personalização no e-commerce vai além do produto: está no como e onde o consumidor é atendido. Gabriella Trigo, Diretora de Marketing da Drogaria Venancio, destacou: “O mais importante no digital é atender ele no canal que ele desejar e na hora que ele quiser.” Seja via WhatsApp, e-mail, chatbot ou app, a comunicação deve ser fluida e adaptável, com dados integrados para que o cliente não precise repetir suas preferências a cada interação.

IA para personalização

E o papel da Inteligência Artificial neste contexto? A AI está elevando a personalização a um patamar quase preditivo.Como destacou Mariana Alonso, da Vibra Energia, durante o painel, um exemplo de uso no atendimento presencial: “Bom dia, Mariana, gostaria de colocar gasolina aditivada como da última vez?”. Esse simples cumprimento, gerado por sistemas de análise de comportamento, esconde uma revolução: algoritmos que cruzam dados como horários de visita, histórico de compras e até rotinas geográficas para antecipar desejos antes mesmo que o cliente os manifeste.

Conhecer as preferências do consumidor é personalizar

Julia Rueff, Diretora Executiva da Globoplay, destacou esse ponto com um exemplo prático: “Saber as notificações de preferência da pessoa é essencial”. Se ela só abre mensagens no fim do dia, não adianta enviar promoções de manhã. Se só consome conteúdo de terror, não faz sentido sugerir romances.

E como operacionalizar isso? Plataformas de automação, como a MoEngage, já fazem esse trabalho muito bem feito:

• Análise comportamental: identificam padrões (horários de acesso, produtos visualizados, abandonos de carrinho).
• Segmentação inteligente: agrupam usuários por afinidade (ex.: “fãs de séries policiais” ou “compradores de promo-relâmpago”).
• Disparos no timing ideal: usam IA para prever o melhor momento de engajamento (e evitar notificações irrelevantes).

Ou seja, a mensagem é clara: quem não personaliza, fica para trás.

Omnichannel e a jornada do cliente integrada

O consumidor moderno não pensa em canais — ele pensa em experiências. Seja pesquisando no celular, comprando pelo desktop ou retirando na loja física, ele espera uma transição perfeita, sem ruídos ou repetição de informações. E, como destacaram os líderes no VTEX Day 2025, as marcas que ainda separam “físico” e “digital” estão perdendo oportunidades críticas de engajamento.

“Toda nossa jornada está conectada para dar segurança ao consumidor. Quem passa pela plataforma digital da Suvinil, sai vendo outra imagem de marca”. Essa fala da Fernanda Liveri, Head de Digital da Suvinil, exemplifica o papel dos canais na construção de relacionamento com o cliente e, principalmente, o papel do digital, da experiência online, na compra, mesmo que no canal físico.

O canal como conveniência

Paulo Correa, Presidente da C&A, trouxe um dado super importante: “É impressionante o tanto de consumidor que chega na loja física pela loja digital. Por isso, é fundamental que esteja unificado.” Não se trata apenas de ter presença multiplataforma, mas de integrar dados, estoque e atendimento para que o cliente não perceba (nem precise se adaptar a) a mudança de canais.

Gleice Pellegrine, da L’Oréal Brasil, reforçou essa visão centrada no consumidor: “Não existe consumidor que compra apenas na loja física e apenas na loja online. […] O cliente tem que fazer o que é mais confortável para ele, e nós estamos aqui para providenciar esse melhor caminho.” Aqui, a omnichannelidade se torna sinônimo de conveniência: click & collect, trocas facilitadas entre canais e até assistentes de beleza virtuais que continuam o atendimento iniciado em uma loja física.

Importância de manter a jornada do cliente conectada

Mesmo na multicanalidade, as jornadas não são lineares — e os obstáculos são parte do aprendizado. Mariana Alonso, da Vibra Energia, compartilhou um insight valioso: “Quando queríamos reconectar com o cliente usando tecnologia, mas a jornada estava desconectada, tivemos que dar dois passos para trás, rever nossos processos e eliminar fricções”. O caso dela ilustra um ponto crucial: omnichannel não é sobre acrescentar canais, mas sobre simplificar a experiência. Às vezes, menos é mais: um app com funcionalidades essenciais e integrado ao CRM pode ser mais eficaz que dez plataformas desconectadas.

Dados para guiar estratégias

No mundo do e-commerce, intuição não é estratégia — dados são. As decisões baseadas em “achismos” deram lugar a uma cultura orientada por analytics, testes controlados e aprendizados contínuos. Como destacaram os líderes no VTEX Day 2025, empresas que ainda “apostam” em vez de “testar” estão literalmente jogando dinheiro fora.

Paulo Correa, Presidente da C&A, foi direto ao ponto: “Apostar não existe mais (apostar é coisa de quem gosta de bet). O que existe no mundo empresarial são testes realizados — que, se derem certo (a partir de análise de dados), você aplica; se não, descarta”. Para reforçar o resultado dessa estratégia, Paulo Correa afirma que a companhia está a 14 semestres seguidos com margem de lucro bruto. Isso mostra que o segredo vai além de apenas coletar números, mas transformá-los em decisões ágeis.

E, no ramo alimentício, a realidade não é diferente. Marcelo Pimentel, CEO do Grupo Pão de Açúcar, reforçou a importância de fugir do subjetivismo em sua fala: “Eu sempre uso dados ao invés de inspiração, e dados para guiar minhas ações.”.

Mas coletar dados é só o primeiro passo. Gleice Pellegrine, da L’Oréal Brasil, explicou o processo completo: “Coletamos dados através de CRM, pesquisa de mercado (intenção de compra)… A partir daí, prevemos tendências”. É importante saber o que fazer com os dados e, mais importante, tirar insights para ações mais assertivas e eficientes.

A transformação digital começa pela cultura

Durante o painel “Entre desafios e soluções: Como estruturar uma transformação digital em segmentos diferentes do varejo”, um ponto ficou claro: não adianta investir em tecnologia sem mudar a mentalidade da organização.
Como vimos ao longo deste artigo, as grandes marcas do e-commerce não estão apenas adotando novas ferramentas, mas reinventando sua cultura. Seja na hiperpersonalização impulsionada por IA, na jornada omnichannel sem atritos ou na obsessão por decisões baseadas em dados, o sucesso depende de um compromisso coletivo com a transformação.

O maior segredo por trás dessas mudanças? Envolver a alta liderança desde o início. Quando os tomadores de decisão entendem o valor estratégico da tecnologia — não como um custo, mas como um habilitador de resultados —, a transformação deixa de ser um projeto isolado e vira parte do DNA da empresa.

O que levar para sua empresa?

• Personalização é o novo padrão: se seu e-commerce ainda trata todos os clientes iguais, você pode estar perdendo cliente para quem o trata como único;.
• Omnichannel não é opcional: o consumidor não divide sua vida entre “online” e “offline” — e sua operação também não deveria.
• Dados são a bússola: intuição é risco; testes controlados são lucro.
• Cultura começa no topo:transformação tecnológica acompanha mudança organizacional.

O VTEX Day 2025 mostrou que o futuro do varejo é ágil, orientado por dados e centrado no cliente. A pergunta que fica é: sua empresa está pronta para abraçar essa cultura?

Reading Time: 11 minutes

Imagine a world where your neighborhood Kirana store owner can compete with global E-commerce giants. Where an artisan in a remote village can showcase their craft to millions. Where technology isn’t just a tool, but a great equalizer.

Sounds like a utopian dream? Not anymore, as it’s the emerging reality of Indian digital commerce.

Here are some numbers that tell a story:

By the end of 2025, India will have:

• 900 million smartphone users (up from 500 million in 2022)
• 55% of its population under 30
• $111 billion digital economy by 2024 (NASSCOM Report, 2023) 

But behind this transformation lies a bigger challenge—how do brands truly engage with customers in a digital-first world?

This very question took center stage in a recent conversation with Sandeep Varaganti, CEO of JioMart, where he unpacked what it really takes to bridge the gap between technology and meaningful customer connections.  

His insights shed light on how brands must rethink engagement, moving beyond transactions to building lasting relationships. Let’s dive in.

The Fragmented Customer Journey: Where Traditional Approaches Fall Short 

Picture this: A decade ago, online shopping felt like science fiction in India. There was slow internet, skeptical shopkeepers, and a massive trust deficit. Ordering something online was like attempting a complex math problem blindfolded.

Fast-forward to today—we’ve gone from 1% e-commerce penetration to nearly 5%, racing towards 10%. More than just growth, this is a cultural uprising, powered by smartphones, ambition, and a uniquely Indian spirit of jugaad. 

The Real Game-Changer is Customer Engagement

But here’s the million-dollar question: In this digital tsunami, how do brands actually connect? 

It’s not about technology. It’s about conversation. It’s about making every customer feel like they’re walking into their favorite local store, even when they’re scrolling on a smartphone. 

The Connectivity Conundrum 

A decade ago, Sandeep Varaganti vividly recalls the harsh realities of digital commerce in India:

• No reliable internet in key business regions
• Low technological sophistication among sellers
• Massive trust deficit among consumers
• Extreme difficulty in convincing businesses to go digital 

“When we were onboarding small and medium businesses to sell online,” Sandeep shares, “it used to be challenging. There was no fast internet in the places where they operated, and the technological sophistication of these sellers and retailers was not very high.” 

These challenges set the stage for a profound reimagining of how businesses could connect with customers. 

The Multichannel Challenge

As the digital landscape evolved, so did the approach to customer connection. JioMart’s secret? They didn’t just build an E-commerce platform. They built a digital relationship engine. 

The thing is— a customer doesn’t just want to buy. They want to be understood. They want an experience that feels personal, immediate, and seamless. Whether they’re clicking through WhatsApp or walking into a physical store, the experience should be identical.

This vision of seamless interaction directly addresses the fragmentation that once plagued Indian digital commerce.

The Scale of Transformation

The challenges of connectivity gave birth to a new understanding of customer engagement. Consider the critical pain points that need solving:

• Inconsistent pricing between online and offline channels
• Disconnected inventory management
• Lack of personalized customer communication
• Inefficient logistics and delivery experiences

With smartphone penetration jumping from 20-30 crores to 60-70 crores, and E-commerce penetration growing from near-zero to nearly 5%, the landscape has dramatically transformed.

And that’s where the real magic of modern customer engagement begins.

The solution isn’t about more technology. It’s about smarter, more human technology that understands the nuanced needs of Indian consumers – a technology that bridges gaps, not creates them. 

So, what does this all mean?

The digital commerce revolution in India isn’t just about numbers or technological advancements—it’s about a radical shift in how businesses and consumers connect. It’s about breaking traditional barriers and redefining customer relationships in a way that feels personal, seamless, and, most importantly, human.

And JioMart? It’s not just playing the game; it’s rewriting the rules.

Let’s unpack how. 

Building Real Customer Relationships Beyond Transactions

For years, digital commerce in India was mostly about transactions—click, buy, deliver. But as Sandeep Varaganti puts it, “It’s not just about selling products online. It’s about making sure customers feel connected, whether they’re on WhatsApp, inside a store, or browsing an app.” 

Think about it. People don’t wake up thinking, “Let me engage with an e-commerce platform today.” They think, “I need fresh vegetables, a new phone, and this delivered fast.” The brands that get this—that move beyond pushing products to actually understanding how people shop and what they expect—are the ones that thrive.

JioMart is proving that customer engagement isn’t about forcing people onto a platform. It’s about meeting them where they already are. 

How JioMart is Making Digital Feel Personal

1. Breaking the Online vs. Offline Barrier

“Customers don’t think in channels. They just want convenience.” If a shopper buys from JioMart online today, they shouldn’t feel like they’ve entered a different world when they walk into a Reliance Smart store tomorrow. That’s why JioMart ensures pricing, inventory, and offers stay consistent across both worlds.

2. WhatsApp Commerce: Shopping Without the Extra Steps

“People don’t want to download another app; they just want to shop where they already are.” 

And where are they? WhatsApp. 

With over 500 million WhatsApp users in India, JioMart lets people browse, order, and track deliveries—all within a simple chat. No friction, no extra steps. Just shopping the way it should be.

Sandeep revealed that:

“We are by far the largest E-commerce setup leveraging WhatsApp, and the growth rates have been significant. In just six months, the size of the business grew nine to ten times.”

3. Personalized Shopping at Scale

India isn’t a one-size-fits-all market. A customer in Bangalore doesn’t shop the same way as someone in Patna. JioMart taps into AI-driven insights to recommend products based on location, shopping history, and even seasonal trends. The goal? Make shopping feel like it’s been tailored just for you.

This is more than E-commerce. It’s about bringing back the personal touch that digital shopping lost.

And the brands that understand this shift will be the ones that win. 

The Engagement Equation

Imagine a world where:

• Customers don’t just buy products
• They have conversations
• They feel understood
• Every interaction feels like a personalized interaction

This is where customer data and engagement platforms (or CDEPs) like MoEngage become game-changers. By providing intelligent, context-aware engagement tools, brands can transform generic interactions into meaningful conversations.

Trust: The Biggest Currency in Digital Commerce

No matter how advanced digital commerce becomes, one truth remains: People buy from brands they trust. In India, this trust isn’t built overnight—it’s earned through reliability, consistency, and a genuine connection with customers.

Sandeep puts it perfectly: 

“The conversational flow is crucial for Indian consumers. They want to feel there’s an interaction, not just a transactional, technologically driven experience”

Think about it—what makes someone return to a brand? It’s not “discounts”. It’s not flashy ads. It’s the experience. The confidence that their order will arrive on time. The ease of getting help when something goes wrong. The feeling that they’re valued, not just another transaction.

The Pillars of Meaningful Customer Engagement

1. Seamless, Real-Time Communication: The best customer experiences don’t wait. Whether it’s a price drop, a restocked item, or an abandoned cart, engagement needs to happen in the moment. Brands that get this right don’t just send generic push notifications; they send context-aware, personalized messages that actually add value.
2. Proactive Problem-Solving: Engagement isn’t just about selling—it’s about being there before the customer even realizes they need help. Imagine ordering groceries, and before you even check the delivery status, you get a message: Your order is running 10 minutes late, but we’ve added a ₹50 credit for the inconvenience. That’s how trust is built.
3. Hyper-Personalization at Scale: Customers today expect experiences tailored to them—not based on broad segments but on individual behavior. This goes beyond just knowing their name. It’s about understanding their preferences, shopping habits, and even when they’re most likely to engage.

The Role of Intelligent Engagement Platforms

To achieve this level of personalization and real-time engagement, brands are turning to platforms like MoEngage, which enable businesses to connect with customers across multiple touchpoints, analyze behavior, and deliver truly relevant experiences at scale.

At the end of the day, customer engagement is not about technology—it’s about making customers feel heard, understood, and valued. The brands that master this will not only win sales but will earn something far more valuable—loyalty. 

From Transactions to Relationships: The Evolution of Customer Loyalty

For years, businesses measured success by how many people bought something. But the real question isn’t who buys today—it’s who keeps coming back?

Acquiring a customer is one thing, but retaining them—that’s where real value is created. The brands that win are the ones that think beyond transactions and focus on relationships. 

The Death of One-Size-Fits-All Loyalty

Traditional loyalty programs—points, cashback, discounts—aren’t enough anymore. Customers don’t just want rewards; they want recognition and relevance.

Think about it:

• A repeat buyer shouldn’t get the same generic offers as a first-time visitor.
• A high-value customer shouldn’t have to wait in line for support.
• A loyal shopper should be rewarded in ways that feel personal, not just programmatic.

Building Emotional Loyalty: The New Competitive Edge

It’s not just about how much people buy—it’s about how they feel when they engage with your brand. Emotional loyalty comes from: 

1. Anticipating Needs, Not Just Reacting

• The best brands don’t wait for customers to reach out—they predict needs before they arise.

• Imagine opening an app and seeing a pre-curated cart with your frequently bought items, saving you the hassle of searching. That’s thoughtful engagement.

2. Creating Habit-Forming Experiences

• Think about why people instinctively check WhatsApp, Instagram, or even their favorite shopping app. It’s not just utility—it’s habit.
• Brands that consistently provide value, whether through useful content, timely offers, or seamless service, become part of a customer’s routine. 

3. Trust-Driven Engagement, Not Just Generic Marketing

• Customers today are hyper-aware of brands that over-communicate or push irrelevant offers.
• The key is to engage at the right moment, with the right message—whether it’s a restock alert, an exclusive drop, or a simple thank you after a purchase. 

How Leading Brands Are Cracking the Loyalty Code

With AI-driven insights and automation, CDEPs like MoEngage are helping brands understand individual customer journeys and tailor experiences accordingly. This isn’t just about selling better—it’s about building lasting connections that turn first-time buyers into lifelong customers. 

And in a market as competitive as India, loyalty isn’t given—it’s earned.

Actionable Playbook: How Brands Can Drive Meaningful Customer Engagement

It’s easy to talk about engagement, but what actually works? Here’s a clear breakdown of what brands need to do to turn casual buyers into lifelong customers.

1. Go Beyond Personalization—Deliver Relevance

🚫 Don’t: Blast generic discounts to every user.
✅ Do: Use behavioral data to send the right offer at the right time.

Example: Instead of a mass email saying “20% off sitewide!”, send a personalized notification:

“Hey [Name], your favorite [product] is back in stock—grab it now with an exclusive 10% discount just for you!”

2. Meet Customers Where They Are

🚫 Don’t: Rely only on one platform (like email or an app).
✅ Do: Engage across WhatsApp, SMS, push notifications, and even in-store experiences.

Sandeep Varaganti puts it best:

“Customers don’t think in channels. Whether they’re on WhatsApp, a website, or a physical store, they expect a seamless experience.”

Translation? A customer should be able to:

• Start their journey on WhatsApp
• Browse on the app
• Complete their purchase in-store—all without friction.

3. Make Every Interaction Feel Like a Conversation

🚫 Don’t: Spam customers with robotic messages.
✅ Do: Use conversational engagement that feels human.

Example: Instead of a cold “Your order is shipped” message, try:
“Good news, [Name]! Your order is on the way. Need any help? Reply here!”

A slight shift in tone makes the difference between yet another notification and a brand people trust.

4. Prioritize Retention Over Acquisition

🚫 Don’t: Spend 10x more on acquiring new customers than keeping existing ones.
✅ Do: Focus on repeat purchases, engagement loops, and long-term relationships.

Winning brands don’t stop after the first sale—they keep the momentum going through:

• Replenishment reminders (“It’s been 30 days since your last purchase—need a refill?”)
• VIP customer perks (“You’ve shopped with us 5 times! Here’s an early-access pass to our new collection.”)
• Post-purchase engagement (“How did you like your order? Share your feedback and get a surprise gift!”)

5. Automate, But Keep It Human

🚫 Don’t: Over-rely on AI without human oversight.
✅ Do: Use automation for efficiency, but humanize every touchpoint.

Platforms like MoEngage help brands analyze customer behavior and trigger real-time engagement—whether it’s a reminder, a special offer, or even just a “Hey, we miss you” nudge.

Because at the end of the day, loyalty isn’t built on transactions—it’s built on trust.

How MoEngage Powers Intelligent Customer Engagement

Now that we’ve covered the “what” and “how” of customer engagement, let’s talk about execution. Knowing what needs to be done is one thing, but actually implementing it—at scale—is where most brands struggle. This is where MoEngage comes in.

Imagine a system that doesn’t just send messages but actually understands customer behavior, anticipates needs, and drives action in real time. That’s the power MoEngage brings to modern brands.

1. Data-Driven Personalization (At Scale, Not Just in Theory)

Most brands talk about personalization but fail at execution. Sending someone their first name in an email isn’t personalization—understanding their behavior and tailoring experiences is.

MoEngage’s AI-powered segmentation allows brands to:

• Identify customer preferences based on real-time behavior.
• Send personalized recommendations at the right time.
• Optimize campaigns with AI-driven insights (not just guesswork).

For example, if a customer browses a pair of sneakers but doesn’t buy, MoEngage can automatically:

• Send them a WhatsApp reminder with a limited-time offer.
• Push a notification with user reviews to build trust.
• Trigger a discount email after 48 hours if they haven’t purchased.

The result? Higher conversions, lower drop-offs, and a seamless shopping experience.

2. Omnichannel Engagement: Meet Customers Where They Are

Like Sandeep Varaganti said, “Customers don’t think in channels.” Whether they’re on WhatsApp, email, an app, or a website, the experience should feel connected.

MoEngage enables brands to:

• Engage across multiple platforms without silos.
• Create automated workflows that trigger messages based on real-time actions.
• Ensure consistency so customers get the same experience no matter how they interact.

Example: A customer adds an item to the cart on a brand’s website, but doesn’t complete the purchase.

Instead of sending only an email reminder, MoEngage triggers a WhatsApp message and a push notification, creating multi-touchpoint engagement.

3. AI-Driven Insights: Optimize What Works (And Fix What Doesn’t)

The biggest mistake brands make is blindly running campaigns without knowing what’s working.

MoEngage’s insight-driven engagement helps brands:

• Analyze campaign performance in real-time.
• Identify where users drop off and fix bottlenecks.
• Automatically A/B test messaging to improve results.

With these insights, brands don’t just send messages—they send the right messages that actually convert.

4. Retention-Focused Automation: Keep Customers Coming Back

Acquiring new customers is expensive. Retaining them? That’s where the real revenue lies.

MoEngage helps brands build intelligent retention loops with:

• Predictive analytics—identifying at-risk customers before they churn.
• Replenishment reminders—nudging customers at the right moment.
• Loyalty-driven engagement—rewarding repeat buyers with personalized perks.

Final Thoughts: Customer Engagement Isn’t a Tactic—It’s the Growth Engine

At this point, it’s clear that brands that still treat customer engagement as a checkbox are already falling behind. The days of mass-blasting promotions and hoping something sticks are long gone. Today, it’s about timing, context, and making every interaction feel personal.

And the brands winning in this space? They’re not just selling; they’re building trust at every touchpoint. They understand that customers don’t want to be chased—they want to be understood.

That’s where MoEngage comes in. It’s not just about pushing notifications or automating campaigns—it’s about helping brands truly listen, anticipate needs, and create moments that matter. Whether it’s personalized recommendations, seamless omnichannel journeys, or AI-driven insights, MoEngage ensures that every engagement feels natural, relevant, and frictionless.

Because at the end of the day, growth isn’t about more ads or bigger budgets—it’s about how well you connect with the people who matter most: your customers. 

Reading Time: 4 minutes

The retail landscape is continuously evolving, and Shoptalk 2025 has demonstrated this evolution vividly. At the event, we caught up with Amit R. Patil, WW Retail and Consumer Goods Industry Strategy and Business Development at AWS, to share his insights on retail marketing.

Here’s what he had to say:

Q1: What are some of the biggest retail marketing trends that stood out at Shoptalk? How do they align with the challenges and opportunities you’re seeing with your customers?

Ans: There was a lot of focus around hyper-personalization and the development of multimodal experiences throughout the event.

With hyper-personalization, the goal moved beyond just using a customer’s name in an email. Its aim is to truly understand individual preferences, past behaviors, and real-time context to deliver highly relevant and tailored interactions.

Secondly, multimodal experiences enable brands to engage with consumers through a variety of senses and formats. It’s not just about reading text on a website anymore. Brands are seeing a push towards richer media like video, interactive content, and even augmented reality. Utilizing these immersive experiences to capture attention and create more memorable brand interactions. While brands are embracing newer technologies that unify customer experience, only some of them have cracked the perfect customer engagement mix. This means brands are still in the early stages of seeing the full potential of these immersive strategies.

Q2: How does “immersive experience” translate to in practical terms for retail marketing?

Ans: A “immersive experience,” refers to the shift away from primarily text-based communication towards more engaging and visually appealing formats. Think about how users consume information in our daily lives – video is often preferred over long blocks of text. This is translating into retail marketing in significant ways.

For example, landing pages are evolving to feature more dynamic visual elements. This could be product demonstration videos, interactive 360-degree product views, or shoppable videos where users can click directly on items within the video to purchase.

But “multimodal” is broader than just video. It encompasses a wider range of media working together. This includes richer image-based content, more visually appealing layouts, and leveraging technologies to deliver experiences that are hyperlocal and hyper-personalized. The goal is to provide content that feels immediately relevant and contextual to the consumer in that specific moment. Imagine using an app that shows product recommendations based on your recent purchases and wishlist items, while also notifying you about price drops and discounts. That’s the kind of direction retail brands are heading in.

Q3: How do you think retail brands are leveraging AI to support this move towards greater personalization and engagement?

Ans: Retailers who are innovating are strategically using AI to power their personalization efforts. What’s interesting is the shift in focus. Initially, many personalization efforts were geared towards customer acquisition, like trying to attract new buyers with tailored offers. While acquisition is still important, there is a significant emphasis now on using personalization for customer retention and driving higher conversion rates amongst retail brands.

AI enables brands to analyze vast amounts of customer data such as purchase history, browsing behavior, preferences, interactions across different touchpoints. This enables them to build a much more nuanced understanding of the individual customers.

Based on this understanding, retailers can then deliver highly targeted product recommendations, personalized content, dynamic pricing, and even tailored customer service interactions. Brands are realizing that investing in sophisticated personalization strategies is where they get more “bang for their buck” in terms of building customer loyalty and driving sales.

Q4: Omnichannel has been a buzzword for a long time in retail. How are retailers evolving their approach to delivering seamless experiences across digital and physical channels? And where are they still falling short?

Ans: You’re right, “omnichannel” has been around for about a decade now. At Shoptalk, the conversation has definitely shifted around terms like “unified commerce“ or even “collaborative commerce“. This reflects a more evolved understanding of what it truly means to connect with consumers across all touchpoints.

The evolution is about moving beyond simply having a presence on multiple channels like website, app, physical stores, social media. It’s about creating truly seamless touchpoints where the customer experience feels consistent and integrated, regardless of how they choose to interact with the brand. This translates to several key areas like consistent visuals across platforms, same displays online and in-store, on-brand experience everywhere and a natural consumer pathway across all channels.

The ultimate goal for brands is putting the consumer at the absolute center of everything. The idea is that there should be no perceived disruption as a customer moves from browsing online to visiting a physical store and then perhaps engaging with the brand on social media later.

Navigating the Evolving Retail Landscape

These trends at Shoptalk point towards a future where personalized and integrated experiences are paramount in retail marketing. 

Embracing richer content formats and unified channel strategies is becoming increasingly important for staying competitive and meaningfully connecting with consumers in today’s evolving retail landscape.

Reach out to us if you want to chat more about Shoptalk or explore our offerings powered by AWS.

About MoEngage & AWS:

MoEngage uses Amazon Web Services (AWS) and services like EC2, Kafka, Athena, SQS, Lambda, and Personalize to provide real-time customer engagement. This allows for personalized marketing in seconds and easy scaling for any size business. AWS helps MoEngage maintain a 99.99% uptime SLA in over 40 countries. MoEngage serves 1,350+ customers, manages 1.5 billion+ user profiles, and sends 4 billion+ messages daily using AWS.

MoEngage has also built integration with AWS CDS (across channels such as SMS, Email, WhatsApp), to enable brands to leverage the best of capabilities around Message Orchestration, journeys, Advanced AI features to optimize marketing campaigns, while maintaining very high standards of security and deliverability at the same time. Apart from this, MoEngage recently released its Warehouse Native integration with Amazon Redshift that utilizes zero-copy data personalization. This enables customers to securely access and utilise data in Redshift directly from MoEngage, without the hassle of copying or moving it.

Reading Time: 3 minutes

Walking the floor at Shoptalk this year, one thing was clear—retail is no longer just about selling products. It’s about creating connection and brands were asking the same question:

“How do we build real loyalty in a world full of choices?”

So we sat down with the MoEngage Catalyst Partner, Treasure Data, and unpacked five powerful trends we saw shaping the future of customer engagement in retail

1. Loyalty Is No Longer About Points—It’s About Purpose

Loyalty programs used to be simple. Buy more, earn points, save money. But the playbook is changing.

At Shoptalk, we saw brands like Wayfair reimagine loyalty by creating what they call a “virtuous shopping loop.” Their program rewards customers with credits based on past purchases—turning buying into a cycle that feels earned and personalized. It’s not just a discount; it’s a reason to return.

Today’s customers want to feel valued beyond the price tag. Loyalty now lives in the experience: how a brand remembers you, surprises you, and keeps you engaged long after checkout.

2. Influence Isn’t Optional Anymore. It’s the Front Door.

Shopping doesn’t start on a search bar anymore; it begins on a scroll.

As we heard across panels and partner chats, influencer-driven shopping is becoming the default discovery path. And with media budgets shifting toward creators, brands are realizing it’s not enough to just sponsor a post. You must understand which voices move your audience—and how those moments translate into action.

The brands winning in this space are collecting data on what content converts, learning what their audience responds to, and building long-term relationships with creators—not just one-off campaigns.

3. AI Is the New Retail Assistant—Behind Every Touchpoint

We’ve all heard the AI hype. But at Shoptalk, we saw how it’s actually showing up in the retail experience.

AI is quietly reshaping how customers engage—and what they expect- from more intelligent product recommendations to personalized promotions and in-store self-service.

Treasure Data highlighted how AI isn’t just speeding up decisions. It’s helping brands reduce wasted spend, like continuing to advertise that product you already bought last week. It’s also shortening campaign development cycles and helping teams move faster from insight to execution.

But AI only works when it’s built on clean, connected, real-time data. This brings us to the foundation…

4. A Diamond Customer Record Isn’t a Dream. It’s the Strategy.

You can’t personalize what you don’t understand. That’s why so many brands are investing in Customer Data Platforms (CDPs)—because without one, there’s no single view of the customer.

With a CDP like Treasure Data, brands can stitch together every interaction, creating a “diamond record” that incorporates first-, second-, and third-party data to power personalized engagement. And when paired with MoEngage, that insight turns into action across every channel—email, push, app, web, and more.

What used to feel like a far-off goal (true 1:1 marketing) is now a real, scalable strategy.

5. Great Marketing Isn’t Just Creative. It’s Data-Driven.

Every campaign, every message, every promotion—it all starts with data.

The smartest marketers we spoke to at Shoptalk are looking at behavior, not just demographics. Where are customers shopping? What time of day? Which messages drive action? These are the questions guiding everything from media spend to product assortment.

But data is only as good as its quality. As one speaker put it, “You can’t AI your way out of bad data.” Clean inputs mean smart outputs. And that’s what makes personalization truly click.

What It All Means for You

After a few days of soaking up the energy and insights at Shoptalk, one thing became crystal clear: the brands that win in today’s retail world are the ones that lead with empathy and intelligence.

They invest in experiences, not just transactions. They use data to deepen connections, not just drive clicks. And they stay relentlessly focused on the customer.

At MoEngage, we’re proud to partner with Treasure Data to make that vision real by combining their powerful CDP with our cross-channel engagement platform to help brands build meaningful moments that convert.

Thinking about where to go next after Shoptalk? Let’s chat!

Reading Time: 3 minutes

The retail landscape is constantly changing, driven by technological advancements and evolving consumer expectations. To gain a deeper understanding of these transformative forces, we caught up with the MoEngage Catalyst Partner, Tealium, to discuss the most impactful retail marketing trends shaping the industry today.

Unified Commerce For Unified Customer Journey

The line between online and offline retail is disappearing. As Tealium pointed out, Unified Commerce isn’t a nice-to-have—it’s a must. Consumers now move easily between mobile, in-store, and social channels, expecting a consistent experience every step of the way. To meet those expectations, retailers need to remove internal silos and build a connected, customer-first approach that strengthens relationships and encourages long-term loyalty.

The AI Revolution in Retail

Artificial Intelligence (AI) is quickly becoming a core part of retail marketing. Tealium shared that a Gartner report revealed AI could soon power up to 80% of sales interactions—a clear sign that personalization is taking center stage. From product recommendations to dynamic pricing and customer support, AI is shaping every step of the customer journey. But for it to work well, it needs smart, real-time data that customers have consented to share. That’s where a strong real-time Customer Data Platform (CDP) like Tealium’s helps; providing the foundation AI needs to create relevant and responsible experiences.

Crafting Immersive and Engaging Experiences

Digital engagement is no longer limited to flat screens—it’s becoming immersive and interactive. Tealium believes more and more retailers will embrace AR and VR, and it’s easy to see why.

Imagine crafting a shopping experience where a customer can drop a new couch into their actual living room with AR or explore a virtual pop-up shop from the comfort of their home. These aren’t just flashy add-ons—they’re tools for crafting immersive, engaging experiences that feel personal and real.

By tapping into AR and VR, retailers can transform product discovery, boost engagement, and drive conversions in ways that feel intuitive and fun. It’s about meeting customers where they are—and taking the experience to the next level.

Embracing Sustainability and Ethical Commerce

Sustainability isn’t just a buzzword anymore. It’s quickly becoming a deal-breaker.

Today’s shoppers care deeply about the impact behind their purchases, and they’re making choices that align with their values.

Tealium pointed out a clear distinction: brands that only talk about sustainability without action will hinder trust with stakeholders. People want to see real action—ethical sourcing, responsible packaging, and thoughtful delivery practices that reflect a brand’s commitment, not just its marketing.

It’s not about being perfect. It’s about being honest.

When brands share the why behind their choices and tell the real stories of their journey toward sustainability, it creates trust. And trust builds connection. In a world full of noise, ethical commerce and transparent storytelling are how brands stand out and stay relevant.

Rethinking Discovery with Generative AI

The way consumers search for products is changing fast. Instead of typing clunky keywords and hoping for the best, shoppers now expect intuitive, conversation-like experiences. That’s where Generative AI in Search steps in. As Tealium explained, this technology understands natural language and delivers more personalized, relevant results. It transforms search from a chore into a helpful, guided journey that meets people where they are.

Turning Attention into Opportunity

Once you have someone’s attention, the next step is meaningful engagement. Retail Media is quickly becoming a strong revenue stream, allowing brands to reach consumers directly within the shopping experience. Tealium highlighted the potential here, but also the risks. When advertising feels out of place, it disrupts the experience. That’s why data governance and a deep understanding of the customer journey are so important. With the right foundation, ads become timely, useful touchpoints that add value.

Why Authenticity Still Wins

Even with innovative technology and new revenue strategies, one thing hasn’t changed. People want to connect with people. That’s where brand storytelling shines. Tealium emphasized that in a crowded market, the brands that build real trust are the ones that share their purpose and values clearly. When a brand communicates who they are and what they stand for, it creates an emotional connection. And connection builds loyalty.

So, What’s Next?

Our conversation with Tealium at Shoptalk 2025 painted a clear picture of where retail is headed. The most successful brands will be those that lead with empathy and relevance, powered by smart data. From seamless customer journeys and AI-powered personalization to sustainable practices and authentic storytelling, the path forward is about creating experiences that truly resonate.

MoEngage and Tealium help bring this vision to life. By combining Tealium’s first-party data solutions with MoEngage’s omnichannel engagement capabilities, brands can deliver timely, personalized, and meaningful messages across every touchpoint.

Want to dive deeper into what we discussed at Shoptalk or explore how this could work for your brand? Let’s Connect 

Reading Time: 5 minutes

Delivering an elevated customer experience can be a key differentiator for brands, leading to improved customer satisfaction, increased revenue, and a strong brand reputation. Data shows that companies that adopt a customer-centric approach can improve their revenue by almost 5-10% by improving their customer experience strategy. In this article, you’ll find out how Domino’s revenue rates were boosted incrementally through delightful customer experiences using MoEngage!

Domino’s, one of the most loved global pizza brands, is a great example of how a business can grow by delivering elevated customer experiences over anything else. Domino’s has always relied on its three core principles: ‘put people first,’ ‘do the right thing,’ and ‘champion the customers.’ And that’s the reason why Domino’s has been ruling the pizza industry for years. The brand’s people-centric approach, authentic pizza tastes, and appealing campaigns have made it a popular household name. 

The purpose-inspired brand’s vision of staying attuned to customer needs and enhancing customer experiences highlighted the necessity of onboarding an agile engagement partner.   

How Domino’s Elevated Customer Experiences at Scale

Domino’s biggest strength has always been its ability to be completely in tune with customer preferences and to receive feedback favorably.

With technology entering the industry, the changing times prompted the pizza chain to look into better UIs to interact with customers. 

This meant:

1. Targeting the right customers at the right time
2. Automating the customer journeys end-to-end
3. Gauging drop-offs proactively
4. Re-engaging dormant customers into becoming active ones

However, the brand’s previous legacy Martech platform lacked the right features and functionalities to achieve these objectives.  

The need of the hour was an engagement platform equipped with state-of-the-art features and easily handling large-scale operations (over 1-1.2 million customers browse Domino’s website and app daily).  

Domino’s found all that and more in MoEngage.  

Here’s a breakdown of how the collaboration panned out: 

Understanding the Customer’s Pulse

By partnering with the agile MoEngage platform, Domino’s could better understand the customers’ pulse and gauge their preferences precisely. The brand used MoEngage to gather feedback and conduct surveys via their in-app nudges. This not only helped Domino’s uphold one of their core values, “Put People First,” but also helped them gather firsthand insight about their customers.  

Predicting Drop-Offs and Re-engaging Customers

With the help of MoEngage, Domino’s could easily clock when the drop-offs were about to happen, meaningfully re-engage with those customers, and bring them back into the funnel stronger than before. This helped Domino’s tremendously to see an uptick in their revenue. 

Sending Timely Communication

After partnering with MoEngage, Domino’s was also able to communicate timely offers and discounts to its customers. 

Sakun Suri, Manager of CRM Marketing at Jubilant FoodWorks Ltd, mentioned, “We reach out to our customers 4-5 times every 24 hours, so timely delivery of these communications is critical. MoEngage has delivered excellently on this front.” 

Implementing the Loyalty Initiative

In 2023, Domino’s launched its loyalty program, “Domino’s Cheesy Rewards.” The program was aimed at customers who fulfilled the criteria of placing six orders with an average order value of INR 350 and above. The customer would then get 600 reward points, following which they could claim a free pizza.

The supplementary engagement and complex (yet seamless) integration with Domino’s database ensured the program’s success, as the rewards point data flowed into MoEngage accurately. 

In addition, Domino’s was able to send relevant nudges that reminded the customer that they were “so many” points away from a free pizza or to use their reward points before they expired. The whole communication process was spread over 6-7 automated journeys that were implemented and executed using MoEngage. 

The loyalty program was so successful that the revenue generated and the number of orders received through it exceeded the numbers received through the rest of the database—over 20% more! 

End-to-End Campaign Management

MoEngage played a crucial role in complete campaign management for Domino’s. From building customer segments to content creation and campaign dissemination, Domino’s team found everything to be as easy as it could be with MoEngage. The lack of coding assistance or knowledge required to take a campaign from idea to reality also helped the cause. This stellar feature of the platform significantly reduced the time and effort required in the entire process for Domino’s.  

Boost Your Revenue And Elevate Customer Experiences with MoEngage

Offering stellar customer experiences that keep consumers coming back is truly the foundation for all QSR brands like Domino’s.  

But Domino’s has an upper hand in the game. By partnering with an agile customer engagement platform like MoEngage, the brand significantly improved its already stellar customer experiences and consequently boosted its bottom line as well! 

This impact is a great example of what consumer brands can achieve with the right Martech stack. Here’s a glimpse at what Domino’s achieved with MoEngage by its side:

• 20% Uplift in revenue from the loyalty management program
• Set multiple automated customer journeys seamlessly
• End-to-end successful loyalty program management 

By partnering with an enterprise engagement platform like MoEngage, your brand can build a loyal customer base and thrive regardless of the competition! 

MoEngage, the choice of many leading global consumer brands, is built on AWS and uses key services like EC2, Kafka, Athena, SQS, Lambda, and Personalize to deliver real-time customer engagement for your customers.  

The platform delivers personalized marketing communications within seconds while scaling up easily for businesses of every type – startups with 1000s of customers to large unicorns and enterprises with 100s of millions of customers. 

If you, too, are planning to go phygital and want to see maximum ROI for your efforts, look into agile customer engagement platforms like MoEngage. The right engagement partner can help you actually improve the bottom line by supercharging customer experiences and helping your brand achieve phygital excellence. 

Are you ready for it?

Reading Time: 4 minutes

Consumers are increasingly turning to digital shopping, prompting retailers to adapt accordingly. However, not all customers prefer a fully online experience. As a result, many modern retail businesses are embracing a “phygital” approach, which combines the convenience of digital shopping with the tangible experience of brick-and-mortar stores. This strategy is designed to enhance customer experience by offering the best of both worlds. 

A physical and digital integration creates a seamless shopping journey for customers. They can explore products online and then purchase them from a physical store. It blends the convenience of online shopping with physical interaction, allowing customers to seamlessly discover the product online and check the in-store inventory. They can then purchase the item from whichever location they find most convenient.  

This evolution in shopping habits is not just a trend; it represents a fundamental change in how consumers engage with brands. Recognizing this, retailers are making substantial investments in digital technologies to create a more cohesive shopping experience. The global digital solutions market is projected to grow at a CAGR of 11.2% from 2024 to 2030 and reach USD 52.5 billion.  

In light of these changes, it’s clear that the phygital approach is poised to become a cornerstone of modern retail strategy. Brands that prioritize customer experience must adopt an omnichannel phygital engagement strategy.  

The Challenges of Going Phygital: Striking The Perfect Balance Between Online and Offline

While phygital is the future of customer journeys, it is a complex path with varying steps. Therefore, although phygital offers advantages, any obstacle along the way can deter a customer. Some of the challenges are: 

• An unresponsive website
• A bug-filled app
• An inefficient customer service team

How Bisleri Balanced Both Seamlessly

Bisleri, one of India’s largest bottled water brands, faced similar challenges when it came to adopting phygital engagement for their mass volumes od customers. 

Ronak Sharma, Head—D2C & Digital Marketing, Bisleri, mentions, “We wanted a platform that could provide the infrastructure to support our engagement endeavors at scale.” 

That’s when Bisleri partnered with MoEngage to boost their customer engagement initiatives. 

Here’s a breakdown of how the collaboration panned out:  

Optimizing Web Experience to Drive Conversions

Bisleri made its phygital approach a success by first optimizing the web experience for its customers. The brand adopted an omnichannel approach, leveraging MoEngage’s onsite messaging capability to set up campaigns to entice customers to redirect them to the Bisleri app. The idea was to induce FOMO with the help of discounts and offers that awaited them when they downloaded the app and signed up on the platform.

The campaign was hugely successful as Bisleri improved its conversion rate by 1.2%.

Driving Higher Engagement Rates Through Multiple Channels

Email has been a major driver for this initiative. Bisleri used MoEngage’s Flows feature to send as many as 3 million emails monthly and disseminate relevant push campaigns, nudging customers to complete their purchases and sharing offers on subscriptions. 

These campaigns saw delivery rates of about 98% and open rates of 25-30%! 

Bisleri also used MoEngage’s Push Amplification™ capability as a supplementary campaign to nudge users to make a purchase. These push campaigns clocked 8% clickthrough rates and saw customers complete purchases at a 1% conversion rate!

Automated Customer Journey Orchestration For a Consistent Customer Experience

Bisleri used MoEngage’s customer journey orchestration, creating a seamless experience at every stage of the customer journey. With these comprehensive Flows in place, engaging and re-engaging customers regularly in an omnichannel manner, Bisleri was able to achieve great retention rates: 

• IOS: 16%
• Android: 10%
• Web: 3%

Driving Subscriptions and Repeat Purchases

MoEngage also helped Bisleri streamline its engagement initiatives by consistently engaging with its customers across multiple touchpoints. This consequently helped the brand drive up subscriptions and nudge customers to repurchase more and more.

Bisleri ‘Quenched its Thirst’ For Excellent Customer Engagement with MoEngage

With an agile platform like MoEngage by its side, Bisleri achieved great success across the board. Here are some of the results of this collaboration where Bisleri:

• Clocked a 1.2% conversion rate via the OSM campaigns
• Set up successful email campaigns to observe  98% delivery rates and 25-30% open rates
• Set up automated Flows to achieve great retention rates of 16% for iOS, 10% for Android, and 3% for Web

MoEngage, the choice of many leading global consumer brands, is built on AWS and uses key services like EC2, Kafka, Athena, SQS, Lambda, and Personalize to deliver real-time customer engagement for your customers.  

The platform delivers personalized marketing communications within seconds while scaling up easily for businesses of every type – startups with 1000s of customers to large unicorns and enterprises with 100s of millions of customers. 

If you, too, are planning to go phygital and want to see maximum ROI for your efforts, look into agile customer engagement platforms like MoEngage. The right engagement partner can help you actually improve the bottom line by supercharging customer experiences and helping your brand achieve phygital excellence. 

Are you ready for it?

Reading Time: 6 minutes

Historically, Indians have preferred to shop for gold jewelry from brick-and-mortar stores. Buying gold jewelry is a significant investment, so customers seek a reputable store that they can trust. Brick-and-mortar stores help provide that trust. In fact, many Indian families have preferred physical jewelry stores for generations. The ability to touch and feel items is crucial when purchasing gold jewelry, making brick-and-mortar stores highly suitable.

However, this trend is now changing. This shift is due to the disruptive and empowering influence of the internet and technology. These advancements are significantly impacting customer buying behavior.

Today, the distinction between physical and digital customer experiences is increasingly blurred. As a result, more enterprises need to adopt a combined online and offline approach to nurture and engage with their customers. Shoppers also want the in-store experience to be extended to the online environment.

Therefore, the scenario is not very different for jewelry customers.

The jewelry market in India is projected to grow by USD 25.2 billion at a CAGR of 6.1% between 2023 and 2028, with online sales playing a significant role in this growth trajectory. So, it has become a necessity for jewelry brands to be present both online and offline.

Moreover, the COVID-19 pandemic has only accelerated brands’ digital transformation processes.

Today’s customers spend significant time online and, therefore, discover jewelry designs and brands on social media. This discovery often leads to visiting online stores or apps for more information. This is why early adopters of online selling have experienced significant success.

However, trust is an ever-present factor in high-value jewelry purchases, especially precious metals like gold and platinum, which can lead to long purchase cycles and sometimes cart abandonment.

Challenges of Moving Online: Striking a Balance Between Online and Offline

As customers are hooked on online buying, brands must pivot online now to reach a broader audience base. However, some of the biggest challenges that most traditional brick-and-mortar jewelry brands face are:

1. Building trust among customers to purchase online, especially for high-value products like gold jewelry
2. Striking a balance between their online and offline brand presence
3. Keeping customers engaged throughout the purchase cycle
4. Boosting sales across both channels- online and physical

How Tanishq Balanced Both Successfully

Tanishq, the jewelry giant, was one of the early brands to venture into online channels to extend their reach to their target audience. To appease its customer base, it incorporated different ‘new-age’ buying initiatives like virtual jewelry try-ons, video calling, real-time live assisted chats, and appointment-based shopping. And to make sure their efforts land in the right place the jewelry giant partners with MoEngage to supercharge their customer engagement initiatives.

Here’s a breakdown of how the collaboration panned out:

Turning Window Shoppers Into Customers by Powering Contextualized Experiences

A vast pool of online customers are generally just window shoppers visiting websites to check out products. Using MoEngage, Tanishq deployed lead-gen campaigns to convert these window shoppers into customers through relevant onsite messaging (or OSM) and in-app communications. The campaign worked because of its high-intent CTAs powered by highly contextual communications!

As a result, the campaigns saw a 7.2% clickthrough rate and a 5% fill rate while clocking over 5,000 leads every month.

With MoEngage’s 50+ in-built templates and 33+ customizable elements, brands can try different combinations to personalize their campaigns and pick what works best for them!

Increasing Stickiness Through Consistency

Keeping your customers actively engaged with your brand is key to ensuring they don’t go dormant and forget about it. When brands constantly re-engage with their customers in a timely manner, keeping customer preferences in mind, they improve brand loyalty and customer retention.

With this objective in mind, Tanishq deployed the detailed Flows, i.e., automated customer journeys, using MoEngage to increase customer stickiness on platforms like WhatsApp, Push, apps, and emails. As a result, app usage increased, and retention skyrocketed by a whopping 25%!

Proactive Nudges to Reduce Cart Abandonment

Cart abandonment poses a significant challenge for brands like Tanishq. When a customer has been considering jewelry for a while, they likely visit the website multiple times. After days of careful thought and adding a product to their cart, it can be very disappointing when the customer ultimately decides to abandon the cart.

However, high-value products like jewelry have a long purchase cycle that brands can effectively use to nudge the cart abandoners with value so that they convert.

That’s exactly what Tanishq did. The brand opted for a cohesive multichannel approach that worked wonders for them. They leveraged onsite, in-app, and WhatsApp campaigns to remind the abandoners that they had left something behind in their carts by displaying pictures of the product (left in their carts). This effectively induced FOMO in the customers, leading to excellent results.

These campaigns saw huge success, with a 3.37% conversion rate!

Reducing Dormancy by Reactivating Past Purchasers

The dormancy of a small percentage of customers is natural, no matter how innovative your marketing strategy is. To offer value to these customers, you may consider sharing relevant products with them to revoke their interest.

Tanishq did something similar, too. 

1. They started sending AI-based recommendations
2. Targeted customers with product-specific personalization
3. Started adding top-selling and geo-specific personalization scores

With the help of MoEngage’s website personalization capabilities, Tanishq started targeting customers with certain product affinity during the Akshay Tritiya sale, a custom ritual that many Indians believe purchasing gold as a sign of prosperity.

This custom banner was displayed to selected visitors who have viewed a particular product category at least three times in the past 45 days. As a result, 12% of the website views were personalized. Tanishq saw an average conversion rate of 0.6% for these campaigns, which was much higher than any web campaign run in the past.

What’s more, with the agility that MoEngage provides, Tanishq could experiment with campaigns without much hassle or technical intervention. This experimentation led to a 200% uplift in clickthrough rates!

Additionally, Tanishq used Sherpa AI for further personalization. These recommendations powered the brand’s ‘Recommended for You’ section, resulting in a conversion rate of 1.62%!

Boost Your Bottom-line And Uplift Retention Rates with MoEngage

Building a strong online presence is no longer a ‘nice to have’ but a ‘must-have’ for consumer brands today.

By partnering with an agile engagement platform like MoEngage, Tanishq boosted its revenue and bottom line.

The impact numbers that Tanishq witnessed are a great example of what can be achieved with the right engagement partner:

• 107% Uplift in click-to-conversion rates during the seasonal festivity ( Akshay Tritiya)
• 27% increase in the weekly retention rates
• 3.37% conversion rate for cart abandonment campaigns

Further, through OSM lead-generation campaigns, Tanishq observed:

• 5% fill rate
• 7.2% clickthrough rates
• 5000 leads per month

By partnering with an agile customer engagement platform like MoEngage, your brand can too achieve groundbreaking success and build a loyal customer base.

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Email personalization is the key to scoring more conversions for your ecommerce business. Whether promoting a new product or following up on an abandoned cart, personalizing your conversations with your consumers could win you more engagement for your store. 

In fact, according to experts at Dynamic Yield, 71% of consumers argue that they are twice as likely to open and read branded emails that are personalized to their tastes and preferences.

Better still, for ecommerce emails with a conversion call-to-action, personalized approaches convert a whopping 202% better than a default template.

With this in mind, we’ve compiled six beginner tips, tricks, and templates for your next ecommerce email campaign.

4 Benefits of Sending Personalized Ecommerce Emails

Operating in a sector so full of competition, it can take effort to break through the noise when it comes to targeting your ecommerce demographic. As consumer inboxes pile high with branded messages and competitor advertisements, it becomes a real challenge for businesses to stand out from the crowd and encourage better engagement with their email marketing.

According to an analysis of over 12 million emails by Backlinko, emails with personalized message bodies have a 32.7% better response rate than those without. Email personalization helps merchants engage with their customers on a 1:1 level, increasing their chances of new sales and bringing consumers back into the customer lifecycle.

Here are just some of the ways personalization skyrockets your return on investment when building an email campaign for your ecommerce business:

1. Higher Open Rates: Promotional emails tend to have the lowest open rates in an email inbox. However, simply personalizing your subject lines to speak directly to each individual target could instantly boost your open rate by up to 30.5%. Whether you address a consumer’s name or mention an offer specific to their previous browsing history, every customization encourages them to delve deeper into your content.
2. Improved ROI: If you want to improve the return on investment of your next email campaign, look no further. Personalizing email content may require investment in new tools and more time to segment target groups, but the general payoff is much higher than returns associated with one-size-fits-all mass mailing. Personalization yields more conversions. As you turn more targets into sales, this profit exceeds your initial investment and leaves you with an email strategy that continues to encourage engagement.
3. Increase in Click-Through Rate (CTR): Personalized emails encourage a 139% increase in click-through rate on site. If an email is full of targeted rewards and offers, your consumers are more likely to interact with embedded links that send them straight to your ecommerce site.
4. Enhanced Customer Journey Curation – By creating curated ecommerce customer journeys that start with an email, you can bring a customer directly to your ecommerce website from an email starting off point. Rather than sending them to the homepage, you can send them to custom-built landing pages built by an AI-powered ecommerce builder that can build a number of customized landing pages in seconds for a diverse set of target audiences. By curating categories for all buyer personas, you ensure that your targeted emails direct prospects to equally personalized product pages for an exclusive journey to the checkout.

With the benefits of ecommerce email personalization in mind, let’s take a closer look at some ways you can personalize your ecommerce email content. 

6 Ecommerce Email Personalization Strategies & Templates

Ecommerce email personalization comes in many different forms. While many of us think about direct targeting (like personalizing content with the prospect’s name), you can really enhance your approach to email personalization by doing things like making product suggestions that match the customer’s previous brand interactions or targeting location-specific consumers with stores and services near them.

We’ve collated a mixture of tips, templates, and brand examples for you to try out in your next ecommerce email campaign.

1. Name-based personalization in subject lines & body content

The easiest way to introduce personalization into your email campaign is to use attributes like your prospect’s name. 

According to CampaignMonitor, readers are 26% more likely to open an email with a personalized subject line. On top of this, research suggests that hearing our own names triggers a reaction in our brains that forces us to pay more attention.

While name-dropping can be a game-changer in an ecommerce email campaign, it’s crucial that you don’t overuse the attention-grabbing tactic. Starting your message with Hey {Prospect’s Name} and adding it once more during the body of the text is brilliant. Any more than that, and your email may look unnatural and potentially mass-produced. This is what we’re trying to avoid.

Example:

Subheading: {Prospect’s name} Here’s 50% Off This August!

Hi {prospect’s name},

Enjoy 50% off your next purchase with us using the code Summer50.

{Prospect’s name}, our {product/service) could be the answer to your post-summer blues. 

Head over to {your website} to grab the deal while stocks last. 

You won’t regret it.

As you can see, we’ve addressed the prospect’s name in our subject line to first draw attention from the inbox and then mentioned it just a few more times during the body of the email text.

The key here is to imagine a conversation. When would you naturally drop in someone’s name? If your template flows organically, more consumers will stick around and read until the end.

We’ve also got a massive list of 120+ personalized, strategic, & creative email subject lines covering many industries & niches if you’re looking for some additional inspiration.

2. Abandoned cart follow-ups

For abandoned carts, you can use personalization to help customers streamline their return to their previous browsing session while scoring free inbox advertising for your company.

Take a look at this example from Adidas. They instantly create a sense of urgency with their ‘complete your purchase’ subject line before offering a direct call-to-action to the shopping back for prospects to pick up their shopping session.

With a mobile-optimized design where the call-to-action is pleased above the fold for limited scrolling, this shot at inbox customization is a brilliant template to follow when aiming to win back those abandoned carts.

3. Personalized ecommerce email offers for birthdays

Who doesn’t like a personalized offer on their birthday? This is a great way to approach customizable campaigning as an ecommerce seller, especially if you have a CRM system that stores customer birthdays. This easy automated email strategy requires little to no effort but often reaps a large reward. 

Take this birthday email template from Nintendo, for example:

Each email template remains unchanged for each prospect; the only difference is that each email is sent automatically on a customer’s birthday rather than in one large batch. This makes customers feel special on their big day but isn’t a heavy lift for your marketing team.

Create a template with the birthday offer code or an opportunity to purchase something exclusive. Suppose you want to take your personalization efforts one step further. Why not customize your offers based on a customer’s past purchase history for a better shot at a conversion?

4. Feed off of buyer personas

Researching your target’s pain points could also enhance your ecommerce email personalization strategy. Grouping your prospects based on their individual profiles, pain points, and personas allows you to craft targeted messages that aim to solve problems.

Example:

Subheading: Are You Tired Of {Pain Point}?

Hi {prospect’s name},

Are you tired of {Pain Point}? We are too.

What if we told you it doesnt have to be this way? That’s why we’re offering a {free trial/discounted purchase} on our {product/service} for all new subscribers this August. 

Head over to {your website} to enjoy {solution for pain point} on us.

Here we would address a specific pain point, based on the individual buyer persona. This makes the customer feel heard, encouraging them to check out your solutions immediately.

Our advice here is to A/B test a couple of versions of your pain point personalization. What may work for one buyer persona group may be a flop for others. Consider a target group’s age, location, interests, and pain points. This will help you craft multiple versions of a paint-point email that converts.

5. Localized personalization

If you serve a diverse demographic in multiple areas of the world or run a business with a brick-and-mortar store in different locations, you can also personalize your email template based on geographical location.

This offers the prospect a location-customized experience with your brand and instantly lowers the barrier between the prospect and the point of purchase.

Take this brilliant example from Ticketmaster. By leveraging the location of their subscribers from their CRM system, they can craft personalized event teasers based on events the prospect can easily attend.

This template is nicely finished with a swift ‘See Tickets’ call-to-action button that encourages consumers to click if they see an event they are interested in.

6. Personalize the visuals in your ecommerce emails

Did you know that our brains process images 60,000 times faster than text alternatives?

As we adapt to a smartphone-centered future, we are naturally drawn to visual content on social media, online stores, and even within our inboxes. 

Adding customizable images to your email design is one way to personalize your email templates and capitalize on our affinity for visuals.

These could be screenshots of specific products, topical graphics, or even a video linked to your brand. These are all engagement boosters and can be customized to fit each segmented buyer persona. 

Free Prints takes visual customization one step further with their personalized carousel feature.

Here, they pull a picture from a prospect’s individual Free Prints app and automatically insert it into their promotions for that personal touch.

Customers can then have a taste of what their pictures could look like once printed, encouraging them to head back to the app and finish their order.

Genius!

Finding innovative methods of adding customizable visuals to your email template steps up the game and brings your inbox strategy into a smartphone-dominated era. 

Automating Personalized Ecommerce Email Outreach with MoEngage

Crafting personalized ecommerce emails can be difficult, especially without the right tools. However, by using a cross-channel customer engagement platform like MoEngage, you can send personalized ecommerce emails in an automated and efficient way – for all of your campaigns. 

Whether you want to start small by addressing customers by name or looking to create a more in-depth campaign that aims to solve individual customer pain points, each step you take to customize your email experience helps your brand shine brighter in every inbox.

Sign up for a demo today to see exactly how MoEngage can help you craft, send, analyze, and iterate your email campaigns – right in the same platform you use to send personalized in-app push notifications and track real-time customer data.