Brands For Less (BFL) Uses Segmentation & Personalized Campaigns to Drive 2x MAU
Discover how the world's leading off-price retailer, Brands For Less enhances open rates and click rates using MoEngage’s segmentation and analytics suite.
About Brands For Less
Headquartered in Dubai, UAE and with over 1 million+ downloads, Brands For Less group is a leading off-price retailer of fashion and homeware. BFL offers men’s and women’s high-quality designer brands at up to 80% less than the recommended retail price.
Customer engagement for us is critical. As a retailer, you always want to engage with the traffic that is coming in. It does not stop at a one-time transaction but rather spreads over the customer lifecycle stage through repeat purchases. Our main KPIs were Engaging, Converting, and Retaining. This is where MoEngage helped us by providing rich insights on our customers, enabling us to drive personalized campaigns
Before partnering with MoEngage, the brand was majorly running generalized campaigns with only a few personalized campaigns. Moreover, the brand ran disparate point solutions instead of an integrated platform. This led to lower conversion rates than expected.
With the assistance of MoEngage’s platform, BFL has developed a single customer view, allowing them to understand the channel preference of each customer. Using segmentation, the brand was able to analyze and experiment with customer activities
How BFL Engaged With Customers Through Segmentation and Predictions
BFL has been able to keep customers at the heart of its vision and mission by creating and curating personalized campaigns using MoEngage’s insights-led engagement platform. With the assistance of MoEngage’s platform, BFL has developed a single customer view, allowing them to understand the channel preference of each customer.
Using segmentation, the brand was able to analyze and experiment with customer activities. Additionally, with the help of MoEngage’s insights-led platform, BFL could optimize elements like curiosity, urgency & wordplay to draft engaging content. This was finally coupled with the insights on a preferred time to engage.
As a result, open and click rates performed much better than the industry average. For e-mails, the open rate increased by ~80% between November 2021 and July 2022. Further drilling down, in the last three months, i.e. April to June, 2022, the brand witnessed exceptional performance in terms of e-mail interactions, with an open rate of 45%.
Targeted Campaigns Creates a Difference in Engagement
The campaign around fitness sale
The promotional campaign for new collection arrivals and many more!
The campaign around the festival sale
How Local Support Helped Brands For Less
The customer success team at MoEngage also assisted BFL in creating a meaningful engagement strategy by focusing on segments and cohorts. This way, BFL could connect with customers at every touchpoint of their lifecycle by analyzing their entire trail of activities since onboarding.
Using MoEngage, Brands For Less were able to:
- Increase their average DAU and MAU in the last 9 months by 65% and 106% respectively
- Between April and June 2022, the open rate for e-mails was 45%, against the industry benchmark of ~25%
- For push notifications, the overall delivery rate was 90.02%, and the click rate was ~2%
- For promotional campaigns around the brand Tommy Hilfiger, the delivery rate was 99.77%, the open rate was 68.13%, and the conversion rate was 0.62%
- Similarly, for promotional campaigns around Puma, the delivery rate was 99.79%, the open rate was ~70%, and the conversion rate was close to 0.5%
- For event-triggered campaigns such as new arrivals, the click-through rate was 2.24%, with a conversion rate of 1%
- For Festive campaigns like Eid, the click to open rate was 1.17%, and the conversion rate was 0.49%
Drive Better Engagement using MoEngage
Download Brands For Less's detailed success story below 👇
