Spencer’s Uses Insights-led Personalization to Drive 30% Conversion Across Cart Abandonment Campaigns
Discover how Spencer's Retail uses insights-led personalization to reach the right customers with the right offers and increase the conversion rates across cart abandoned campaigns to 30%, improve LTV by 15%, and reduce the first order date by 2 days!
About Spencer's Retail
From being established in 1920 as the country’s first grocery chain to starting India’s first hypermarket in 2001, Spencer’s Retail is operational across 35 cities with over 125 stores. Spencer’s offers products and services across food, personal care, fashion, home essentials, electrical, and electronics. The specialty sections include patisserie, wine & liquor, epicuisine, and an in-house fashion brand (2Bme) offering apparel options for men, women, and children.
MoEngage’s excellent segmentation capabilities helped us reach the right customer with the right offers, engaging them meaningfully. Through its insights-led approach, MoEngage helped us increase the conversion rate across registered, installed, and cart-abandoned campaigns, resulting in a 30% conversion rate, a 15% increase in LTV, and a reduction in the first order date from 7 days to 5 days!
Spencer’s is dedicated to delighting shoppers and empowering them to make smart choices. The team at Spencer’s was looking for an intelligent engagement platform capable of resolving their deliverability issues, orchestrating cross-channel communication without heavy reliance on technology teams, a helpful support team, and an easy-to-read (not requiring marketing or operations knowledge) dashboard.
Before implementing MoEngage, Spencer’s was struggling with low levels of data transparency owing to the limited capabilities of the existing martech solution. For a brand with ambitions of providing personalized omnichannel experiences, having an intelligent platform capable of providing a 360-degree view of the customer profile was imperative. Using MoEngage, Spencer's drives personalized, omnichannel experiences for customers by segmenting them based on their attributes and actions taken on the website or the app.
Why Spencer’s Retail Chose MoEngage to Drive Personalized Customer Experiences?
With a commitment to providing the best shopping experience, Spencer’s sticks to its philosophy of making fine living affordable, evident from the price points of its impressive range of premium assortment. Given the constantly evolving and changing customer behavior, especially over the last couple of years, Spencer’s is dedicated to delighting shoppers and empowering them to make smart choices. The team at Spencer’s was looking for an intelligent engagement platform capable of resolving their deliverability issues, orchestrating cross-channel communication without heavy reliance on technology teams, a helpful support team, and an easy-to-read dashboard (not requiring marketing or operations knowledge).
Gaps in Customer Engagement and Limited Capabilities of Existing Martech Solution
Before implementing MoEngage, Spencer’s was struggling with low levels of data transparency owing to the limited capabilities of the existing martech solution. For a brand with ambitions of providing personalized omnichannel experiences, having an intelligent platform capable of providing a 360-degree view of the customer profile was imperative. Being data-driven and insights-led is something the retail brand was missing and wanted to implement. The existing platform lacked the necessary deep dive into customer insights posing a massive gap in the meaningful engagement strategy. The ease of usage was another issue, contrasting to MoEngage’s user-friendly and intuitive dashboard.
MoEngage’s insights-led customer engagement platform played a crucial role right from installation to order stage in the entire customer journey. Spencer’s Retail also leveraged automatic flow campaigns, creating real-time events across the customer journey.
Spencer’s Retail also utilized advanced segmentation (RFM model) to divide customers into cohorts such as loyal, promising, about to go dormant, and more. This helped the team push relevant communication to each segment, thus reducing the churn rate and improving retention (critical for a retail brand), especially in the current macroeconomic climate. Using the advanced segmentation, Spencer’s observed a significant transition between segments, from hibernating or about-to-go dormant segments to loyal (or potential) segments.
Using MoEngage’s Insights-led Engagement platform, Spencer’s Retail observed:
- 30% conversion rates across cart abandonment campaigns with personalization using Flows
- 15% increase in LTV
- 10% uplift in conversion rates on cross-sell campaigns
- 10% improvement in repeat purchases using WhatsApp as a channel
Customer engagement is very critical for an omnichannel player like us. To adopt store-goers as potential online customers, we used store-based digital touch points with top-level offers. We chose MoEngage for its cost-effectiveness, seamless implementation, and high-level data transparency, something our previous vendor failed to offer.
Drive Higher Conversions using Insights-led Personalization
Download the detailed success story of Spencer's Retail below 👇
