Tanishq, a jewelry brand by Titan Company Ltd, has announced that it has leveraged mobile engagement platform MoEngage to replicate its offline success. MoEngage helped the jewelry brand in increasing its app retention rates by 25%.
The jewelry brand entered into a partnership with MoEngage in August 2022 to expand its services and improve on online customer experiences.
To convert website and app browsers into customers, the Tanishq team used MoEngage's Onsite Messaging feature for lead generation campaigns. What made these campaigns special was their high-intent call-to-actions, supported by highly relevant communications. The increased relevance of these campaigns led to a higher customer engagement rate, with a 7.2% clickthrough rate and 5% fill rate, the company said in a press release on Thursday.
“We believe that customers bring our brand's story to life. When customers review, talk about, and recommend our products, they keep our brand relevant. Therefore, it's crucial to re-engage with them in a timely manner, using communications tailored to their preferences, to drive customer loyalty,” Tanishq's Marketing Head, Pelki Tshering, said.
According to Tshering, MoEngage has helped us create detailed customer journeys, or Flows, to increase user engagement across channels like WhatsApp, Push, In-app, and emails. As a result, our weekly retention rates have increased by 25%.
Regarding how Tanishq tackles customer dormancy, especially during the festive season, Tshering explained, "Regardless of how sophisticated your marketing strategies may be, there will always be a percentage of customers who stop engaging with the brand and making purchases. To provide value to these customers, we implemented web and app personalization using MoEngage."
"For example, during our Akshaya Tritiya sale, we used MoEngage's Website Personalization capabilities to customize the homepage banner for visitors. This custom banner was shown to users who had viewed a product category at least 3 times in the past 45 days. Around 12% of website visits were personalized, and as a result, we saw an average conversion rate of 0.6% for these campaigns, which was higher than any previous web campaign,” she said.
Discussing the vendor’s website personalization feature, Tshering said, "We are thrilled with the flexibility that comes with MoEngage's Website Personalization. We have been running multiple campaigns simultaneously for various use cases without any hassle. For example, we were able to run experiments on campaigns that initially had a CTR of 0.2%, and by simply changing parameters, we increased that number to 0.6% in a matter of minutes, with no technical intervention required."
"Despite the long purchase cycles associated with high-value products like jewelry, Tanishq has successfully balanced offline and online customer experiences. As the brand's strategic engagement partner, we are committed to helping Tanishq further refine and strengthen its engagement initiatives," said Yash Reddy, Chief Business Officer (APAC & EMEA) at MoEngage.
“With our suite of features, we aim to continue helping the brand gather detailed customer insights and enhance customer experiences at scale, regardless of volume,” he said.