Engagement & Retention project | GIVA

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Understanding Product

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)
draft the core value proposition of your product and also understand the natural frequency of your product

Giva offers timeless jewelry for modern Indian women at affordable prices. The company has an exclusive collection of 925 silver jewelry (flagship), gold jewelry and newly launched lab grown diamond jewelry. Giva offers high-quality and stylish jewelry for every occasion, from daily wear to special events.

Jewelry in India has been predominantly Gold which is expensive and mostly used for special occasions. Giva entered the market with affordable contemporary silver jewelry that can be worn daily or on special occasions. The styles are modern and elegant, catering to young women or working professionals. The convenient shopping experience (both in-store and online) have made it easy to purchase jewelry with authenticity and trust in place.

For Giva, The natural frequency would be to purchase jewelry 1-6 times in a year (For personal or gifting purposes). A person might spend anywhere between 2K-15K in a year while buying from Giva depending on which user segment do they belong to.

Casual Users - 1-2K in a year (1 product in a year)
Core Users - 4-8K in a year (2+ products in a year/high order value products)
Power Users - 10-12K in a year (4-5 products in a year/ high order value products)

Customer–Segmentation

(build your ICP's- by now you know how to do that and then segment the users, think about why are you even segmenting and what is the goal of your product and segmentation)

(use this template and don't forget to add more parameters)

User	Kriti Khanna	Stuti Chaddha	Sonalika Puri
Age	19	35	28
Geo	Dehradun	Delhi	Bangalore
Profession	College Student	Designer	Consultant
Time Spent	College, Hostel, Travelling	Working, Shopping, Home (with young kids)	Work, Social Media, Travelling
Money Spent	Food, Books, Shopping(Fashion)	Kids,Shopping, Vacations	Rent, Fashion, Food, Vacations,
User Type	Casual	Core	Power
Usage Characteristics	Awareness- Scrolls through the catalogue online during sales (web) Purchasing a product during sale to test for themselves.	Downloads the app and checks out the products Purchases a jewelry piece during major festivals for themselves.	Downloads the App+ Visits the Store to check out products Purchases products for themselves as well as for gifting frequently for workwear, birthdays, festivals etc.
Natural Frequency	Purchased 1 product (Order Value 1k-2k) during a sale in 6 months of knowing about the brand.	Purchased products worth 5-6K in 6-8 months of knowing about the brand. (Order value 4-5k)	Purchased products worth 10-12K in the first 8-12 months across categories.
Monetary/AOV/Revenue Generated	1-2K/ year	5-6K/ year	10-12K/ Year
Pain Points	Pricing (prefers to purchase only during sale)	Design and Styles (Prefers to invest in Jewelry that can be worn on festivals or occasions)	Traditional Jewelry/Heavy Jewelry ( Prefers to buy Jewelry for Weddings from brands like Tanishq etc.)
Valued Features	Continuous Sales and Discounts, 925 silver authentic jewelry available at affordable prices	Options available across Silver, Gold and Lab Grown Diamonds	Timeless Jewelry available in modern styles for different occasions
Core Value Proposition (CVP) being utilised	Affordability, Trusted Jewelry	Affordability, Options across Silver gold and diamonds	Modern Designs, Affordable, Multi-functional

Defining Core EnR Metrics

Depth for Giva is core -which means the amount of money spent per year and items bought from Giva per year.

1. Money Spent/Year - The more amount of money users spend and buy Giva products, the higher the revenue generated for the organisation.

No. Of Products bought - The more amount of products users buy, the higher the chances of retention and them spending money on the platform.

Engagement Framework	Relevance	Key Metric to be tracked	Rationale
Depth	Primary	Money Spent	Direct Revenue generated from the user
Frequency	Secondary	No. of items bought	Users buying more products will lead to them spending more on the platform.
Breadth	Tertiary	Buying across categories	A user might only use Giva to buy their flagship silver jewelry as competitors are stronger in gold/diamond category

Engagement Campaign

Engagement Campaign	Hypothesis	Channel of Distribution	Persona/Type of User	Theme	Target feature	Pitch and Content	Goal of the campaign	Offer	Frequency and Timing	Success Metrics	Milestones for the campaign
Campaign 1	Rakhi Sale (Festive Sales for Jewelry work amazingly well. This will increase engagement and urge users to buy a product from Giva)	Physical+ Digital Digital - Whatsapp Ads (Only core users), Instagram Ads, Push Notifications Physical - Hoardings outside stores, Kiosks in Malls	This campaign primarily targets casual users and core users.	Festive Sale	Sale on exclusive Rakhi collection on Giva across on Silver Jewelry.	Celebrate your eternal bond with timeless jewelry from Giva. Get up to 50% off on select products in our Rakhi collection. Happy Rakshabandhan!	Converting Casual users to Core and Core to Power.	Upto 50% off on selected silver, gold and diamond jewelry. We will bucket these under "The Rakhi Collection"	Launching 2 weeks before the festival till Rakhi, once a year.	No. of items sold from the Rakhi collection Total revenue from sale items New app downloads/ Users visit on website New users onboarded Increasing AOV	A new user gets activated (spends 1-2k during sale) Selling 1,00,000+ products in this sale Earning 25Cr+ Total Revenue from Sale AOV ~2-3K
Campaign 2	Limited Edition By Anushka Sharma (The celebrity endorsement will urge users to buy a trusted product that has been crafted and handpicked by Anushka Sharma)	Physical + Digital Physical - Billboards, OOH Digital- IG Ads, YT Ads, Whatsapp Ads, Email	Campaign Targeted to Core and Power users	Leveraging Celebrity Brand Ambassador	Limited Edition Jewelry handpicked by Anushka Sharma with pictures of her wearing them.	Shop like a Bollywood Diva on Giva. Buy these limited edition products handpicked specially for you by Anushka Sharma!	Generating orders from Core and Power users.	Limited Edition Jewelry	Launching during Apr-May (Low Period for Jewelry purchase)	No. of items sold from Anushka's collection Total revenue from bucketed items Users visiting web New users onboarded Store Visits	5000 core/power users purchase an item from the collection Increasing Site Traffic by 20% Increasing App downloads by 10% Increasing Store Visits by 10%
Campaign 3	Personalized Jewelry for your Valentine (Valentine's week sees a huge surge in jewelry sales. Introducing personalised jewelry will engage users and differentiate from competitors)	Physical + Digital Physical - Billboards, Boards outside Stores Digital- IG Ads, YT Ads, Whatsapp Ads, Email, Push Notifications, In-App Banners, Advertising on brand sites(Uber, PhonePe)	Campaign Targeted to Casual, Core and Power	Personalised Silver Jewelry on Valentine's Day	Personalized Silver Jewelry	Want to make a grand love gesture this Valentine's Day? Express your love with Personalised Silver Jewelry from Giva and make this Valentine's Day sparkle. Download the app or visit your nearest Giva store for more details.	Differentiate from Competitors + Increase Sales	Personalised Jewelry on Valentine's Day	3 weeks before Valentine's day	Store Visits App downloads No. Of items personalised Revenue sold from personalized products Revenue generated from Valentine's day products	Activating 10,000 new users Selling 50000+ personalised products Earning 5CR+ from the campaign Increasing App downloads by 15% Increasing STore Visits by 10%
Campaign 4	Discount on Gold and Lab Grown Diamond Jewelry (generating awareness and driving purchases for gold and diamond jewelry categories. This will get new users on the app and drive higher purchase from power users)	Physical+ Digital Digital - Whatsapp Ads (Only core users), Instagram Ads, Push Notifications Physical - Hoardings outside stores, Kiosks in Malls	Campaign Targeted to Users of Tanishq/Mia/Bluestone + Power users	Increasing Breadth and driving awareness for other categories	Gold and Diamond Jewelry	Sone pe Suhaaga! Get Flat 10% off and Pay 0 making charges on Gold and Diamond Jewelry only on Giva.	Drive Awareness and purchase intent about Gold and diamond jewelry on Giva.	Get Flat 10% off and Pay 0 making charges on Gold and Diamond Jewelry only on Giva.	During Akshay Tritiya, Dhanteras, Gudi Padwa etc. (2 weeks before the festival)	No. of gold and diamond jewelry pieces sold Revenue from gold and diamond jewelry USers purchasing in more than 1 category Web Visits App Downloads Store Visits	Selling 5000+ Gold Jewelry and 2500+ diamond Jewelry Generating overall 10Cr+ revenue from gold and diamond jewelry 5000 users purchasing in more than 1 category 20% increase in web visits 10% increase in app downloads 10% increase in store visits
Campaign 5	Buy 5K worth of products, get 500 off on the next 3 purchases	Physical+ Digital Digital - Whatsapp Ads (Only core users), Push Notifications, In-App Notifications	Campaign targeted to power users	Converting Power users to loyalists	Buying high value products	We see that you love Giva and for that, we love you! Here's a special deal just for you - Buy 5K worth of products and get Rs 500 off on your next 3 purchases!	Drive sales from power users	Buy 5K worth of products and get Rs 500 off on your next 3 purchases!	If the user has been classified as a power user- They will see the in-app banner everytime they open the app, push notifications sent once in 2 weeks and whatsapp message once a month for a period of 3 months.	User redeeming the offer and purchasing jewelry.	1000 power users using this offer 5000 users adding to cart products worth 5K (showing intent)

Example For Personalised Jewelry -Whatsapp Campaign.

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Retention Design

figure out the retention data for your product. If you don't have access to the same, begin by adjusting the industry standards. Plot down the data and bring to life your retention curve. Draw out observations and insights from the same.

Step 1: Identify the Industry Standard

As an Industry standard, Ecommerce/Fashion/Jewelry apps in India have a 20-30% retention Rate. We will assume this to be 25%.

Step 2: Adjust Based on Relevant Factors

Adjust this baseline retention rate according to factors that influence your specific situation. Here’s how to approach this:

Time to Value:
- Users can buy Giva products in minutes from apps like (Blinkit, Zepto etc.). But since the quality of jewelry is known over some time, we can add 2% to the retention rate.
- Retention Rate = 27%
Natural Frequency:
- The natural frequency of buying jewelry is low. It's not as common as buying fashion products/ e-commerce products. Due to this, we will subtract 5% from the retention rate.
- Retention Rate = 22%
Competition:
- Giva in its category doesn't have a direct competitor and leads the market share. Thus, we can add a 8% to its retention rate, given its the biggest brand in its niche category.
- Retention Rate - 30%
Brand Value/Word of Mouth (WoM):
- Giva is a celebrity brand, marketed by Anushka Sharma. The brand value and novelty associated with the brand is significant. Thus we can add another 2% to the retention basis this.

Final Retention Rate for Giva = 32%
(Using Primary Research from employees of Giva, I found the retention rate to dwindle between 32-38%)

Step 3: Plotting this Retention Rate

Plotting Retention Rate basis the above and for each ICP (Casual, Core and Power)

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Step 4: Insights and Observations

Power users have the highest retention followed by core and casual. Depending on their usage and love for the brand, power users tend to keep coming back and purchaisng from Giva every couple of months.

Churn

go back to your user insights and figure out the number one reason of churn by listing down all the factors

Voluntary Reasons -

Bad Product Quality - Stones missing, breakage of chain etc.
Poor Service - Damaged shipping, delayed delivery, Poor customer service
Pricing - Competitor Pricing, No Sales
Designs- No new collection, new designs
Spam - Too much spamming across channels

Involuntary Reasons -

Giva not accessible- Moved locations where Giva is not accessible anymore

The 3 biggest reasons for Churn in case of Giva would be

Issues with Product Quality and Poor Service (Primary Research). There are high instances of some jewel stones missing, jewelry snapping off within a few times of wearing the same.
Customer Service related issues like delay in refund, hassle in returns/exchange etc would be the main reasons for churn.
Old/ boring designs - A lack of new collection or old designs might deter users from buying from Giva.

Negative Actions -

Low NPS
App Uninstalls
Whatsapp Account Being Blocked
Email Unsubscribe
Complaint on Social media (Twitter, Linkedin)
Complaints Raised
Order Returns

Resurrection Campaign

you have already created the engagement campaigns, resurrection campaigns are quiet similar just keep in mind the churned users which are being targeted here.

(customized your campaigns as per the ICP you're targeting to bring back, add parameters accordingly)

Resurrection Campaign	Hypothesis	Channel of Distribution	Persona/Type of User	Theme	Target feature	Pitch and Content	Goal of the campaign	Offer	Frequency and Timing	Success Metrics	Milestones for the campaign
Campaign 1	The GIVA Promise(Users who churned due to perceived quality issues need reassurance that the problem has been addressed.Through this, we can rebuild trust and encourage them to give Giva another chance.)	Digital: Email, SMS Physical-, Phone calls with the user	Users who have open tickets for quality issues, have returned products and negative feedback on social media	"A New Level of Quality, Just for You"	Rebuilidng Trust in Giva Products (Silver Jewelry)	We're extremely sorry for your experience with Giva. Give us another chance to regain your trust? Here's a 25% off for your next purchase from us, with a no-questions asked return policy and limited guarantee just for you. The Giva promise assures trusted quality products. Shop Now, and give us a chance to redeem ourselves!	Trying to get back churned users who faced quality isses from Giva products.	A “No-Questions-Asked” Return Policy for their next purchase. A discount or credit (e.g., 25% off) as an apology and incentive to try the improved products. A limited-time guarantee on purchases, ensuring satisfaction or a full refund.	After a return is Processed. Follow up reminders after every 7 days for a month.	Click-Through Rate (CTR): Conversion Rate: Target 5% Product Return Rate Customer Feedback	CTR- 15% Conversion Rate -5% Product return rate - lower by 20% 20% improvement in customer feedback and NPS.
Campaign 2	Share & Shine: Your Opinion, Our Reward (Understanding why users churned can inform future strategies. Offering an incentive to complete a survey can also re-engage them.)	Digital - Email, Push Notifications , Whatsapp	Users who haven’t interacted with the app or made a purchase in the last 6 months + have returned products and issued customer problems	Incentivising for Participation in the Survey	Getting users to participate in the survey and understand why did they drop out.	Your feedback matters to us! Complete a quick survey and enjoy ₹500 off your next purchase. Click to share your thoughts and shine with Giva!"	Gather insights on why users left and incentivize them to return.	A Rs 500 discount upon completing a short survey.	After a core/power user desnt shop for more than 3 months, with reminder every 7 days for a month.	Survey Completion Rate: Conversion Rate from Incentive:	Survey Completion Rate - 25% Resurrection. Rate - 10%
Campaign 3	Exclsuive early access to new collections (Churned users might have gotten bored of the collection. We plan to open early access tonew trends and designs but with an incentive to check them out. Offering exclusive early access could reignite their interest.	Digital - Email, Whatsapp, Push Notification, In-App Notification.	Power and core users who have churned	Early access to New collection	New Collection Launch	Be the first to shine! Get early access to Giva's new collection. Adorn the trendiest styles before anyone else. Shop now only on Giva.	Drive re-engagement by making users feel special with exclusive access.	Early access to a new collection with a small bonus, such as free shipping.	Campaign run twice, with one initial notification and a follow-up reminder 2 days later for 15 days.	App Reinstalls Web Visits Early Access Sign Up Rate Products added to cart from collection Conversion Rate	App Reinstalls - 10% Web Visits - Increase by 15% Early Access Sign Up Rate - 20% Coversion Rate - 10%
Campaign 4	Best Jewelry, Less Price (users who have churned due to competitors may have been swayed by lower prices or perceived better value. By offering a special deal and emphasizing the value of Giva’s products, we can entice them to return.)	Digital: Email, Retargeting Ads on IG, Whatsapp, Push Notifications, YT	Price-sensitive users who have switched to competitors, likely due to better offers or discounts.	Get the best for less at Giva	Better Pricing , Better Quality	We noticed you’ve been away, and we’d love to welcome you back with something special. At Giva, we believe in offering the best jewelry at the best prices, and we’ve got some exclusive deals just for you.	Re-attract churned customers by highlighting the superior value and exclusive pricing they can receive at Giva.	A special discount of 30% off your next purchase exclusive to returning customers.	Announce the exclusive deal with a sense of urgency (e.g., limited time offer). Reminder: Sent 3 days later if no action is taken.	Open Rate Click-Through Rate (CTR): Conversion Rate App Reinstalls Website Visit	Open Rate: Target 30%+ Click-Through Rate (CTR): Target 15%+ Conversion Rate: Target 10%+
Campaign 5	Personalised For You (Churned users may have left due to a lack of product relevance or engagement. By analyzing their previous browsing and purchasing behavior, personalized recommendations can re-engage them with items they’re more likely to purchase.)	Digital - Email and Push Notifications, In-App Banners and Notifications	Users who've purchased previously and browsed multiple items but didn’t make a recent purchase.	Your Perfect Match Awaits!	Personalised Recommendations	Discover Your Perfect Match at Giva. We believe that every piece of jewelry should be as unique as you are. That’s why we’ve curated a special collection just for you, based on your past favorites and preferences	Re-engage users by offering them a tailored shopping experience.	A discount of 15% off on recommended items, valid for a limited time.	One-time email followed by a push notification reminder if there is no interaction within 48 hours.	Click-Through Rate (CTR) Conversion Rate	Click-Through Rate (CTR): Target 10%+ Conversion Rate: Target 5%+