Engagement & Retention project | Plan B

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Engagement & Retention project | Plan B

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Let's Begin!

Understanding Product

Plan B is a mass premium kids' essential clothing brand that stands for everyday comfort for children. It is different from most kids' apparel brands since the focus is not on fashion but on fit, feel and functionality.

Plan B is inclusive and makes products for boys as well as girls of 6 months to 16 years - from potty training (first underwear) to puberty and beyond. All products are designed in-house and manufactured in Mumbai, India.

Plan B products are available on yougotplanb.com and all major marketplaces.

Core Value Proposition

For millennial parents seeking thoughtfully designed innerwear for their children, Plan B is a ‘just for kids’ D2C essential clothing brand that offers the perfect blend of comfort and functionality in a wide variety of styles, fabrics and prints.

Natural frequency is on average twice a year.

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 Type	Casual	Core	Power
Usage Characteristics	Shops from multiple brands, hunts deals, trends, etc	Selective about where she shops from, prefers Plan B over other brands	Shops mostly from Plan B, buys into everyday comfort, treats Plan B like a family brand and is generous with spends as well as feedback
Recency of use case	6-18 months	3-12 months	< 3 months
Natural Frequency	One time, 1 in 18-36 months	1-2 times a year	>3 times a year
Monetary/AOV/Revenue Generated	₹500 - 1200 AOV, COD	₹1000-2000 AOV	> ₹2000 AOV
Pain Points	Thinks kids grow up too fast to spend so much money on, likes quality but sensitive about spends	Doesn't find good kids' brand easily	Wants high-quality clothing with specific functionality
Valued Features	100% Cotton, COD, Free Shipping, Trendy Look	100% Cotton, High Ratings, Brand Value, Perfect Fit, Aesthetics	100% Cotton, Premium Feel & Fit, Iconic Design, Quality Support
Core Value Proposition (CVP) being utilised	Not necessaarily	Yes	Yes
JTBD of the persona	Wants good value for money	Wants consistently high quality product experience	Wants nothing but the best
Discovery	Paid Ads, Marketplace	Paid Ads, Marketplace, WOM	Paid Ads, Search, Marketplace, WOM
Level of Engagement	Low	Mid	High

Defining Core EnR Metrics

For Plan B I would define an active user as someone who has transacted repeatedly (>2 orders) in either of the scenarios:

Purchased products from more than 1 category (i.e. underwear, sleep wear, etc.)

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Ordered a progressive size change (e.g. 1st purchase is for 6-8 size, and the most recent purchase is 8-10 size with the same gender)

So the primary engagement framework is of Breadth/Feature.

From an LTV point of view, frequency of purchase is also important:

Purchased thrice or more times across 2 years

This accounts for a size change and interest in a newly launched product.

We will choose Breadth as the Engagement Framework since that’s more in line with our Core Value Proposition.

Engagement Framework	Relevance	Key Metric to be tracked	Rationale
Breadth	Primary	Number of categories purchased	Shows a belief in the core value proposition and shows commitment
Depth	NA	NA	No personalisation features or tiers within the offerings that would validate committment
Frequency	Secondary	No of purchases/year	Shows commitment, but there are also so many pairs of underwear a child can own

Engagement Campaign

you need to build at least 5 separate engagement campaigns, yes 5 is important! Remember to bring the campaigns to life- give them structure and body.

(use this and add more depth/parameters in this framework)

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
Campaign 1	(what lead you to choosing this particular campaign and why do you think it will work?) Explain why Plan B focusses on everyday essentials for kids	(Is is this a physical/digital campaign, how will the users come across this campaign) Paid Ads Email (Welcome journey) Blog YouTube	(which user segment is this campaign targeting) All Customers	Brand-focussed.	Wide variety of kids’ innerwear that no one else has. / A complimetary bouquet of products tailored for everyday comfort.	Here’s why Plan B makes 7 different kinds of underwear. / The first layer is the most important layer. / Every day essentials are not clothes that are old to wear at parties.	(are you trying to convert casual users to power users? Move every user up the chain. Casual to Core to Power.	(what are you giving and what is the logic behind the same, what could be the possible budget for the same?) No offers needed since we are talking to new/loyal customers. We can link to discounted products where possible	(when will you launch the campaign, is it a one time thing/recurring) For all first-time purchasers, this will be part of their welcome journey. We will reinforce this messaging across all channels for existing users monthly.	Repeat purchases, cross-category purchases.
Campaign 2	Use automations for intelligent cross-selling or restocking. E.g. a parent who buys a starter bra for her child, might need a padded camisole, too. Similarly, a parent who buys discounted stuff, would love to know about price drops in relevant categories. Similarly after 6-10 months a size change might be needed.	Email WhatsApp (for users who can’t be reached via email), Product Inserts (e.g. every tween product pack includes info on all tween products)	One-time purchasers. Shweta (Bargain Hunter) Tier 1/2/3 Parul (Tween Mom) Tier1/2	Personalised, thoughtful messaging.	Depends on the cross-sell or trigger event.	If X (product) fit your child well, you might want to know about Y (product). / Parents who pick X for their child, also prefer Y. / X is one of our most popular products. And today it’s on sale.	Casual to Core. Over come hesitancy with social proof and discounts.	Depends on the campaign.	Varies/Automated	Repeat purchases, cross-category purchases.
Campaign 3	Exclusive/Limited-Time Offers to encourage impulsive purchases	WhatsApp Email SMS	Shweta (Bargain Hunter) Tier 1/2/3 Customers who haven’t bought from the discounted category before	Catchy design evoking urgency.	Depends on product	Best time to restock your child’s wardrobe. / Crazy dicount. Today only.	Highlight the back-of-the-shelf products and invite customers to discover the value.	30-50% OFF / Exclusive, One-Time Bundles	End of season (while Plan B is an all-year-round essentials brand — it does have a winter range)	Repeat purchases, cross-category purchases.
Campaign 4	Feature stories of kids and parents, their everyday challenges, build a sense of community	Groups/Forums Newsletter YouTube	All Customers (who have purchased within the last 18 months)	Non-salesy, more relatable, edutainment	Less emphasis on product and more on customer interests	News-in-Briefs (Fairly nascent but popular newsletter from Plan B) / How parents raise children who’re comfortable with themselves and the world	While we send this to all, the focus is to turn the casual customers to become core.	None	Twice a month newsletter / Monthly YouTube podcast / Weekly posts in groups	Open rate, CTR, replies and orders from newsletters / Views / Engagement Rate
Campaign 5	Treasure Hunt Contents that invite discovery (E.g. ask customers to find a particular print/product to win something)	Social Media Email	All Customers	Contest, fun, interactive	Prints, or specific less-commonly known features (e.g. interchangeable bra straps)	Finders Keepers The first 10 people to find X, get it for free	Casual to Core	FREE wins, consolation disocunts for the rest.	Monthly	CTR, Engagement Rate, No. of times discount used.

Retention Design

Typically, Plan B has a 28-35% retention rate.

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Retention is higher for customers who shop for girl range than for customers who shop for boy range, owing to the skewed product portfolio.

The retention curve starts to flatten at M4.

image 4.png

Churn

Since a child needs underwear every 6-18 months, no repeat purchase in 18 months means the customer has surely churned.

Basis market research and recent customer calls these reasons for churn turned up:

Voluntary

1. Cheaper alternatives available that do the job (marketplaces are rife with low-priced, low-quality options)

2. High quality (perceived) alternatives discovered

3. Not on Top of Mind (impulsive one-time shoppers via Meta ads, casual shoppers on marketplaces)

4. Limited product variety (in boys)

5. Urgent need, can’t wait for 3-7 days for product to arrive

6. Poor experience (i.e. support, packaging, delivery, etc.)

Involuntary

* Child’s outgrown our product, size needed is not made by Plan B

Most common reason for churn would probably be point 3. It is far more convenient to add to cart when shopping on marketplaces and in physical stores. Brand recall isn't high enough to search and find Plan B products online.

The signs of churn Plan B can track are:

* Negative ratings

* Issues raised with support

* Unsubscribes on WhatsApp/Email

* No opens/reads for last 3 messages

Resurrection Campaign

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
Campaign 1	Customer is probably open to cheaper alternatives, since the child wears the product for a comparitively shorter period, compromise in quality is ok.	Email SMS WhatsApp	Bargain Hunter, Tier 2/3	Myth-busting	Just-right fit, premium feel.	How much would you pay for your child’s comfort? Pay 40% lesser than that.	Convert casual users who haven’t bought in	Heavy discounts	After 11 months since last innerwear purchase	Conversion
Campaign 2	Not enough boy products apart from innerwear, customer is veering towards other brands	Email WhatsApp	Customers who have bought boy products	Boyish, celebratory	Variety of innerwear styles	Does you son love X because he’s never tried Y?	Prevent Core and Power Users from sliding down	15% OFF on select styles	Between 6-8 months since last purchase	Conversion, CTR
Campaign 3	Purchased another another brand, in the belief that it’s better than Plan B	Email WhatsApp	Loyal customers who haven’t repurchased in a while	Personalised, informative, comparison	Quality of materials, certifications, terstimonials	There isn’t a better X than Plan B for your child. Here’s why.	Prevent Power Users from sliding down	Freebie, single piece	Between 4-6 months since last purchase	CTR, since they need to just click for the freebie
Campaign 4	No brand recall, liked the product but can’t reorder	Postcard	One-time purchasers with high AOV	Personalised	NA	You may have forgotten us, but we haven’t	Jolt the casual users to comeback	25% OFF	4 months since last purchase, preempting churn	CTR, conversions
Campaign 5	Poor experience	Email Call	Customers who have raised issues with support	Personalised, sincere, keen	Testimonials of happy customers, info on process	“We understand you feel let down, but let us make it up to you.”	Winback disgruntled customers and change their perception	Freebie	Within 3 days of receiving/noticing a ball drop or customer disatisfaction	Ticket closure