Popular U.S. Bridalwear Brand Cocomelody Boosts Repurchase Rates by 27%

Campaign 1: Try-at Home Bridal Dresses

As a bridal fashion site with the intent to encourage users to purchase dresses from an online store, it was imperative for the brand to create trust within its userbase. The best way to go about this was to allow the users to look, feel, and try-out bridal dresses before purchasing. The team knew that many users abandoned their carts during their purchase and some others explored product catalogs but never purchased. So the brand team decided to run category-based campaigns for their exclusive ‘Try-at Home’ category specifically for these abandoned users. This category allowed users to try any wedding dresses at $25 straight and nudge them to purchase the final bridal dress.

The team utilized MoEngage Analytics to analyze the user traffic data to understand who are these abandoned users and what products they abandoned or searched. Once the team established the users’ intent on dresses, they segmented based on LTV and behavior actions (checkout success, last known city, and active in last 30 days). Using this data, the team started engaging users on the website. The team used MoEngage Flows along with channels such as Email, SMS, and Web Push. The team then personalized these campaigns using MoEngage DPM (Dynamic Product Messaging) that allowed the team to trigger messages based on users’ dress preferences.

Campaign 2: Fabric Swatches

Apart from ‘try-at home’ category, the brand also offered fabric swatches allowing users’ to look at a variety of fabrics and order their preferences at $2 to $5. The idea behind promoting this category was to give users the option to see and feel the fabric based on their liking, then order a customized dress using that fabric.

The team again utilized Analytics to know users’ wishlist items and other product searches and understand the fabric and color preferences. This is because the team knew that 95% dropoff in users who add a product to the wishlist has the intent of purchasing the product. The team saw potential here and created a smart-triggered Flow campaign to target the users dropping off. The team utilized Flows campaign to promote various fabrics by sending smart-triggered push and Web Push notifications.