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Hi, I’m Dheeraj Girase. I worked with Moglix from 2020 to 2023, where I got to know the product inside out. Now, a couple of years later, I’m back—this time, with fresh eyes on an Engagement & Retention project. 

Startups move fast, and I’m excited to dive into the changes, connect with customers, and craft a quality report. This isn’t just business; it’s a mission to make a real impact.

The stage is set, and I’m ready to roll. 

Product Selection Framework

Moglix : Revolutionising B2B Commerce

• Visionary Leadership : Founded in 2015 by Rahul Garg, Moglix is a Ratan Tata-backed startup headquartered in Singapore, with a mission to reimagine B2B commerce and supply chains through cutting-edge technology.
  
• Rapid Growth : In just six years, Moglix joined India’s Unicorn club, with a valuation surpassing
  $1 billion after a $120 million Series E funding round in 2021.
  
• Global Presence : Moglix operates across 25+ locations worldwide, including India, Singapore, the UAE, and the UK, serving over 500,000 SMEs and 1000+ large manufacturers.
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• Customer-Centric Innovation : Moglix continuously upgrades its software and mobile apps based on customer feedback, ensuring a seamless and personalised experience for B2B clients.
  
• Funding Status: Moglix has raised a whopping $471 million from 32 top-tier investors across
  8 funding rounds. Notable investors include Ratan Tata, Accel Partners, Tiger Global, B Capital Group, and Sequoia Capital India.

​What’s Great :

Moglix offers a robust digital platform with over 700,000 SKUs and AI-driven recommendations. With a vast network of 16,000+ suppliers and 40+ warehouses, it ensures efficient and reliable industrial procurement.

What’s Working :

Moglix prioritises customer satisfaction, continuously updating its platform based on feedback.
Their AI tools enhance decision-making and provide a smooth, personalised experience for businesses.

Challenges :

While growing rapidly, Moglix is focusing on improving profitability and cost efficiency, with recent progress seen in better EBITDA margins.

Understanding the Product !

Core Value Proposition :

Moglix : Your Industrial Supply Chain Solution.

" We simplify your procurement process by offering a vast range of high-quality products, competitive pricing, reliable delivery, and excellent customer service. Say goodbye to the hassle of sourcing and managing supplies "

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Natural Frequency:

Customer Segmentation

To effectively segment customers and tailor our marketing efforts, it's essential to create relatable and engaging character personas , we can do this by analysing the behaviours and motivations of iconic Bollywood characters .

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Remember, we want our users to progress from the casual stage (Sid from "Wake Up Sid") to the core stage (Rocket Singh) and eventually become power users (RK from "Rockstar"). By understanding these stages and their associated needs, we can develop personalised strategies that guide users through this progression.

Lets try to analyse them :

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Understanding the reason of user shift from Casual to Core to Power :

• Value Proposition Enhancement:
  Aligning the platform with user needs drives engagement.
  Data shows that 70% of users convert to regulars when the platform effectively addresses their business needs.
  
• Personalisation and Recommendations:
  Tailored experiences boost engagement.
  Reports says that personalised recommendations can increase customer satisfaction by 25% and drive 10-30% more revenue from repeat purchases.
  
• Customer Support and Service Quality:
  Superior support improves retention.
  Data indicates that companies with high-quality customer service see a 10-20% increase in retention rates.
  
• Pricing Strategies and Value-Based Pricing:
  Competitive pricing and perceived value enhance loyalty.
  Harvard Business Review notes that 62% of users remain loyal if they perceive good value.
  
• Product and Feature Evolution:
  Regular updates keep users engaged.
  Scientific data shows that frequent updates can lead to a 15% higher retention rate.

Defining Core EnR Metrics for Moglix :

An active user on Moglix is characterised by several key behaviours:
Frequent logins, consistent purchasing behaviour, high engagement with platform features, participation in promotions, regular interaction with customer support, repeat business, integration with procurement systems, and use of Moglix’s SaaS offerings.

Among these behaviours, consistent purchasing behaviour stands out as the most critical factor

​Here’s why this should be the primary focus:

• Consistent Purchasing Behaviour:
• Indicates ongoing engagement and dependence on Moglix.
• Directly contributes to revenue generation.
• Reflects the user’s trust in the platform for their procurement needs.

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Lets Understand Customers Activation Journey :

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Now Defining Core EnR metric :

Step 1: Align on the Business Goal :

Why?

• B2B Reliance on Repeat Business: Moglix, as a B2B e-commerce platform, depends on repeat purchases from existing customers, making retention crucial.
• Cost-Effectiveness: Retaining existing customers is more cost-effective than acquiring new ones, especially in the B2B space with longer procurement cycles.
• Long-Term Relationships: Building and maintaining long-term relationships with customers ensures consistent revenue streams and reduces churn.
• Loyal Customer Base: Focusing on retention helps create a loyal customer base, which is essential for sustainable growth.

Step 2 : Ask the Team for Their Goals and Metrics to Track :

By focusing on key metrics such as Repeat Purchase Rate (RPR), Sales Cycle Length, Customer Satisfaction, and Feature Adoption Rates, each team can contribute directly to increasing customer lifetime value (CLTV).

Step 3: Select Metrics Relevant to the Core Functioning of the Business

Engagement Framework for Moglix :

Breadth:

• Key Metric: Repeat Purchase Rate (RPR)
• Rationale: Indicates customer loyalty and effectiveness of engagement strategies.
• Specific Metric: RPR within 30 Days

Depth:

• Key Metric: Customer Segmentation and Personalisation Index
• Rationale: Enhances personalisation and drives higher retention.
• Specific Metric: Index Score by Segment

​Frequency:

• Key Metric: Monthly Recurring Revenue (MRR)
• Rationale: Assesses stability and growth of recurring revenue streams.
• Specific Metric: MRR Growth Rate by Customer Cohort

Engagement Campaign :

Are these Campaigns relevant or just another Burn ?????

Relevant 100%

These campaigns align with the EnR study findings:

1. Repeat Purchase Incentive Program: Aligns with increasing Repeat Purchase Rate (RPR) and customer loyalty.
2. Personalised Product Recommendations: Supports enhancing the Customer Segmentation and Personalisation Index.
3. Customer Satisfaction Enhancement: Directly impacts CSAT and NPS scores.
4. Exclusive Product Previews: Engages high-value customers, supporting early adoption and loyalty.
5. Loyalty Program Launch: Aims to increase Customer Lifetime Value (CLTV) and long-term engagement.
   

Campaign 1 : Repeat Purchase Incentive Programme :

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Campaign 2: Personalised Product Recommendation :

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Campaign 3 : Customer Satisfaction Enhancement :

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Campaign 4 : Exclusive Product Preview :

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Campaign 5 : Loyalty Programme

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Now lets create a Retention Design :

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Step 1: Identify the Industry Standard

• Industry: B2B eCommerce
• Baseline Retention Rate: For B2B platforms like Moglix, a good retention rate is often around
  60-70%. However, B2B customers tend to have longer engagement cycles compared to B2C customers.

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Step 2: Adjust Based on Relevant Factors​

Time to Value:

• Moglix offers value through efficient procurement processes and cost savings, which can be realised relatively quickly after purchase.
• Adjustment: +5% (since the value is perceived within a short timeframe after onboarding).

Natural Frequency:

• B2B customers typically reorder supplies at regular intervals, such as monthly or quarterly, but not daily.
• Adjustment: -5% (since usage is not daily, but regular enough to maintain engagement).

Competition:

• Market: There is moderate competition in the B2B eCommerce space, but Moglix has a unique offering in its combination of eCommerce and SaaS solutions.
• Adjustment: -5% (due to competition, but not highly saturated).

Brand Value/Word of Mouth (WoM):

• Moglix: Strong brand recognition and customer satisfaction in the B2B sector, with a growing presence in multiple markets.
• Adjustment: +10% (strong brand presence, especially within its niche).

Adjusted Retention Rate Estimate:

• Adjusted Retention Rate: 65% (Base) + 5% (Fast Delivery) + 10% (Subscription Feature) - 10% (Competition) = 70%

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Step 3: Plotting the Retention Rate :

ICP 1: Large Enterprises ( Kabir Singh ) - Remember Acquisition Project

• Likely to have higher retention due to bulk and regular procurement needs.
• Estimated Retention Curve: Steady, with retention rate stabilising around 75% over a year.

​ICP 2: Small to Medium Enterprises (SMEs) ( Circuit )

• May have slightly lower retention due to smaller, less frequent orders.
• Estimated Retention Curve: Starts at 70% but may drop to around 50% over the year due to competition and budget constraints
  
• ICP 1: The retention rate for ICP 1 starts at 80% in the first month and declines steadily, reaching 60% by the 12th month.
• ICP 2: ICP 2 shows a more stable retention rate, starting at 60% in the first month and declining gradually to 25% by the 12th month.

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Step 4: Insights and Observations​

Insights:

• ICP 1: While ICP 1 shows a slight decline in retention, it's still a high-value segment due to their higher potential order value. Strategies like personalised recommendations, targeted promotions, and dedicated account managers could help improve retention.
• ICP 2: The significantly higher retention rate for ICP 2 suggests that the platform is well-aligned with their needs. To further increase retention, consider offering exclusive features or benefits tailored to this segment

​Retention Campaigns to Address Insights :

1. For SMEs: Enhance engagement through regular check-ins, personalised offers, and reminders.
2. For Large Enterprises: Focus on providing value through advanced features like procurement analytics and custom dashboards.

By considering the above retention strategies, Moglix can aim to maintain or even improve its retention rate, ensuring sustainable growth and customer loyalty.

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Top Reasons for Churn at Moglix

1. Value Perception: Users may not see enough benefits from Moglix’s offerings.
2. User Experience: Usability issues or a confusing interface can drive users away.
3. Competitive Alternatives: Better features or pricing from competitors might attract users.
4. Integration Issues: Difficulty in integrating with existing systems may cause frustration.
5. Budget Constraints: Financial issues can force users to cut back on services.
6. Organisational Changes: Mergers or restructuring within a company can lead to service discontinuation.
7. Technical Problems: Persistent technical glitches or downtime might push users to look for alternatives.

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Voluntary or Involuntary ???

Voluntary Churn:

• Value Perception: Users may not see enough benefits in cost savings or efficiency.
• User Experience: Usability issues or a confusing interface can drive users away.
• Competitive Alternatives: Better features or pricing from competitors might attract users.
• Integration Issues: Difficulty in integrating with existing systems may cause frustration.

Involuntary Churn:

• Budget Constraints: Financial issues can force users to cut back on services.
• Organisational Changes: Mergers or restructuring within a company can lead to service discontinuation.
• Technical Problems: Persistent technical glitches or downtime might push users to look for alternatives.

​3. Negative Actions to Monitor:

• Low Net Promoter Score (NPS): Signals dissatisfaction and a potential switch to competitors.
• High Support Tickets: Indicates usability issues or unresolved problems.
• Low Customer Satisfaction (CSAT): Reflects dissatisfaction with the platform or service.
• High Churn Rate: Reveals issues with retention and engagement.
• Declining Usage Metrics: Predicts churn before it happens.
• Unfulfilled Feature Requests: Highlights gaps in the product.

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Resurrection Campaign for Moglix

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Technical Reliability Campaign for churned user :

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By implementing personalized engagement strategies and loyalty programs, Moglix can significantly enhance user engagement and reduce churn. Tailoring recommendations, emails, and content to individual user needs, as well as offering rewards and exclusive benefits, will foster a stronger connection with customers and encourage them to remain loyal to the platform.

These retention strategies will not only contribute to business growth but also reinforce Moglix's position as a leading B2B e-commerce platform.​