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Using CRM

Issues on hand

The fabric brand retailer had a customer database of over 80,000 and used various festive greetings to keep in touch with customers. Typical hit rate of those who received communication SMS was 1.29%. The brand wanted to improve the hit rate of the communication and increase sales as a result.


A decision was taken to get more specific and personalized in wishing festive greetings. An attempt was undertaken to identify Muslim customers from the database because it was presumed that average bill values of the Muslim community was bigger than the overall average in places like Kerala.


Exercise to distinguish over 4500 Muslim customers was carried out and specifically wished upon relevant Islamic festivals.


Result was that hit rate in the targeted campaigns was 9.2%, substantial improvement over the average. Later on this led to designing a specific promo only offered to Muslims during Ramazan and Eid.