How Tanishq Replicated its Offline Success and Uplifted App Retention Rates by 25% | MoEngage

How Tanishq Replicated its Offline Success and Uplifted App Retention Rates by 25%

Uplift in Weekly Retention Rates
Increase in Click-to-conversion Rates
About Tanishq case-study-brand-logo

Tanishq, one of India’s most-loved jewelry brands from the TATA Group, has been synonymous with superior craftsmanship, exclusive designs, and guaranteed product quality for over two decades. The jewelry retail chain currently spreads across 400+ exclusive boutiques in more than 240 cities.


The idea was to personalize, experiment, and iterate to double down on the best engagement initiatives to maximize online sales. With MoEngage, we didn't just get a platform that helped us execute that, but an engagement partner with which we can grow to touch new heights.

Suman Sourav
Suman Sourav
Lead Product Manager, Titan Company Limited

The commitment to enhance the features and functionalities of the platform in real-time has been a great value add from MoEngage. On-Site Messaging is one such feature that garnered us great traction and clocked over 107% click-to-conversion rates for lead-generation campaigns. Combining the impact with the seamless UI of the platform makes this a true marketer's tool.

Bhawuk Attree
Bhawuk Attree
Product Manager, Titan Company Limited
MoEngage Solution

To tap into the pool of prospects browsing the website/app, Tanishq deployed lead-gen campaigns through MoEngage’s Onsite messaging (or OSM) as well as In-app Communications. Due to the high-relevance of these campaigns, the customers’ propensity to engage with these also increased! The campaigns saw a 7.2% clickthrough rate with a 5% fill rate.

Tanishq also trusted MoEngage's Sherpa AI to execute personalization at scale and achieved a 107% uplift in click-to-conversion rates for one of its biggest business weeks, i.e., Akshaya Tritiya festival time.

Tanishq increased stickiness using consistent engagement

Customers bring your brand's story to life. When customers review, talk about, and recommend your products, they keep your brand relevant in the industry. Therefore it's vital that you re-engage with them in a timely manner with communications riddled with their preferences to drive customer loyalty. This will eventually lead to increased customer lifetime value as well.

With the same goal in mind, Tanishq deployed detailed Flows by MoEngage to increase user stickiness on its platform, which encompassed channels like WhatsApp, Push, In-app, and emails.

Since a direct result of increased app usage and stickiness is retention, needless to say, these Flows resulted in a 25% increase in the weekly retention rates!

Products Used
AI-based Recommendation Sherpa
Optimize campaigns and drive high ROI with AI-powered, Sherpa.
Customer Journey Orchestration
Create unique, seamless experiences at every stage of your customer’s journey.
Push Notification
Reach customers at the right time using AI-powered, targeted, push notifications.
Push Notification Templates
Craft beautiful notifications in minutes using no-code templates.
The Result

Using MoEngage, Tanishq was able to:

  • Clock 25% uplift in the weekly retention rates
  • Observe a 107% increase in click-to-conversion rates during the Akshaya Tritiya sale
  • Achieve a 3.37% conversion rate for cart abandonment campaigns
  • Set up OSM lead-gen campaigns and attain:
    – 5000 leads per month
    – A 7.2% clickthrough rates
    – A 5% fill rate