MoEngage > Case Studies > Landmark Group's Successful White Wednesday Sale: An IoT Case Study

Landmark Group's Successful White Wednesday Sale: An IoT Case Study

Technology Category

Application Infrastructure & Middleware - Event-Driven Application

Applicable Industries

Apparel
Retail

Applicable Functions

Procurement
Sales & Marketing

Use Cases

Leakage & Flood Monitoring
Time Sensitive Networking

About The Customer

Landmark Group, established in 1973, is one of the largest retail and hospitality brands in the Middle East, Africa, and India. The Group operates over 2,300 outlets offering over 50 world-class brands across 22 countries. They offer a diverse range of concepts including clothing, footwear, home improvement, wellness, food, and hotel brands. In addition to their physical presence, the Group also operates the largest ecommerce business and loyalty program Shukran in the region. The Group's customer base is vast and diverse, engaging with their websites and apps in large volumes, especially during the White Wednesday Sale, the biggest online sale period of the year.

The Challenge

Landmark Group, one of the largest retail and hospitality brands in the Middle East, Africa, and India, faced a challenge during the White Wednesday Sale 2019. The sale, being the biggest online sale period of the year, was a prime opportunity for the Group to increase new subscribers, customers, purchases, and revenue. The core intent of the White Wednesday campaign was to ensure maximum offers and discounts were utilized by the app users. The Group wanted to encourage app purchases and improve app conversions. The goals were to improve early repeat customers, improve customer lifetime value and basket size, and increase app conversions with the use of a customer engagement tool. However, due to the sheer volume of campaigns and customers engaging with the websites and apps, optimizing app conversion was a significant challenge.

The Solution

To overcome the challenge, Landmark Group employed a customer engagement tool and collaborated with MoEngage. The team at MoEngage worked extensively with the Group's CRM and Retention team before, during, and after the sale. They advised the Group to run specific White Wednesday focused offers using in-app and push notifications to attract and engage app customers. The campaigns were segmented targeting new and existing customers based on real-time event triggers such as purchase, product search history, add to cart, add to favorites, etc. The Group also built a robust campaign strategy for app activation and notification opt-in. They used different strategies for Android and iOS users, and further broke this down using MoEngage segmentation such as purchase history and search history. The Group also utilized data monitored over a period of two weeks to cross-sell and upsell products.

Operational Impact

The collaboration with MoEngage and the use of a customer engagement tool resulted in a successful White Wednesday Sale for Landmark Group. The Group was able to effectively encourage app purchases and improve app conversions. The segmented campaigns and personalized messaging ensured that the right message was delivered to the right customer at the right time. The use of event analysis approach offered a better understanding of the customer’s actions and their intent to purchase. The cross-selling and upselling strategies also proved effective, optimizing the use of customer data to promote related and similar items during check-out. The Group was able to reinvigorate dormant customers and accelerate retention, ultimately improving customer lifetime value and basket size.

Quantitative Benefit

30% higher delivery and engagement rates on all its communications
Spike in the conversion rate, which up to 5%
Increased new subscribers, customers, purchases, and revenue during the White Wednesday Sale