E & R Project | Melorra

📄

E & R Project | Melorra

Overview:

Melorra: Everyday and Everywhere!!!

Screenshot 2024-06-19 at 12.35.36 PM.png

Melorra, an Indian D2C brand, styles gold jewellery for the contemporary wardrobe. It draws inspiration from global fashion trends, offering designs that are both stylish and affordable.
Marketing Pitch💡Contemporary jewellery for everyday wear.
Disruption : In India, most gold jewellery is treated as a purchase for weddings and special occasions, and investment, which makes these lovely pieces spend most of their time in lockers. Melorra disrupted the traditional concept of gold jewellery and came up with the idea to design jewellery for women's casual wear, work wear and party wear.
Jewellery Details: Its gold jewellery is available in all shades of gold – yellow, white and rose. Their pieces are crafted from 22K, 18K, 14k gold. Their jewellery pieces also feature gemstones, ruby, sapphire, emerald and aquamarine.
Public Image : It is known as the "Zara of the jewellery world" because of its successful implementation of the fast fashion concept. It rolls out a new collection every week, featuring 75 designs inspired by global trends.
Expansion in Men Category: It started out as a women centric brand and continued to do so till 2022 but it expanded into men's jewellery to cater to the growing demand for stylish and affordable jewellery among men.
It delivers to all 718 districts of India and every pin code, ensuring nationwide coverage.
Recent Funding It recently had raised $16 million in a recent Series D funding round.
Growth: The brand has recorded a remarkable 200% CAGR even during the pandemic and aims to touch $1 billion in turnover by 2026.
Shraddha Kapoor as Brand Ambassador: Melorra's marketing pitch through Shraddha Kapoor effectively communicates the brand's unique value proposition and appeals to the target audience of young, fashion-conscious women who want to wear gold jewellery every day.
Omni-channel Presence: While It is a digital first brand and available on iOS and Android, and on a mobile responsive site, it also started has 25+ offline stores across the country. The brand aims to open 350 experience centers across India in the next few years.
Stage of the Product : As Melorra has achieved PMF and is now scaling its operations and investing in Maketing to expand its market reach, it appears to be in the early scaling stage.

Engagement Strategy

Understand

Core Value Proposition:

Contemporary jewellery for everyday wear. The brand achieves this through its unique combination of:

Fashion-Inspired Designs: It's designs are inspired by the latest global fashion trends, making them unmatched in the global jewellery industry .
Tech-Enabled Manufacturing: It uses a revolutionary, asset-light, no-inventory, made-to-order manufacturing process, which has been a draw for investors .
Weekly Collections: It launches new 42 jewellery designs every Friday, inspired by the latest season's fashion trends, making them unmatched in the industry .
Quality and Authenticity: It ensures that all its jewellery is 100% real and certified, with SGL and IGI certification for diamonds and gold, and a 30-day return policy.

JTBD of ICPs:

To look urbane and express their unique style in everyday wear.

How do the users experience CVP repeatedly?

Purchasing Jewellery from the brand’s own website, Android & iOS Apps & e-commerce sites.
Purchasing Jewellery from the experience centres/offline stores spanned over tier-1 & tier-2 cities.

Natural frequency of the core value proposition:

Casual Users : Once a year
Core Users : 2-3 times a year
Power Users : 4-5 times a year

Sub-Products:

Melorra's core proposition themed around 22-karat gold jewellery, designed to emphasise the elegance and delicacy of gold while challenging the perception that 22-karat gold is solely an investment. In addition, Melorra offers a range of features and options that cater to the diverse needs and occasions of our users, ensuring a comprehensive and versatile jewelry experience.

Sub Features→	Express delivery	14 karat Gold Jewellery	18 karat Gold Jewellery	Gemstones	Gift options	My Golden Bounty	Customisation	Life time Exchange Policy	Men’s Jewellery
Description	This service helps users receive their desired jewellery quickly, providing peace of mind, instant gratification, and a superior overall shopping experience in just 1-2 days.	14k gold offers greater durability and affordability, making it suitable for everyday wear and active lifestyles. It is less expensive than 18 or 22 karat jewellery.	18k gold provides a richer appearance and higher gold content, making it ideal for special occasions and those seeking luxury and prestigious look	Users can choose gemstone jewellery for its vibrant colours, unique personalisation, and added elegance.	This feature enhances the user experience by combining emotional and practical benefits with convenience, reliability, and value.	This feature allows customers to own their favourite jewellery by making affordable, manageable monthly instalments, without any interest charges. At the end of maturity, Melorra contributes up to an additional 60% user’s monthly amount. You can redeem by purchasing jewellery at Melorra.	Users can personalise their jewellery with engravings, custom designs, or by selecting pieces that reflect their unique style	Lifetime Exchange on all purchases made from Melorra. Customers can return products on exchange basis after 30 days from date of delivery at current market value.	Melorra provides men with a wide range of trendy, affordable, and accessible jewellery options, catering to their evolving fashion preferences and lifestyle needs.
JTBD	Instant gratification through desired jewellery	Perfect balance of durability, affordability, and elegant style suitable for everyday wear.	To get luxurious appearance, higher gold content, and refined elegance	Expressing individuality and enhancing special occasions.	To gift to their beloved ones	Looking for an affordable and accessible way to own contemporary jewellery	To add their unique style in existing design	To keep up with the contemporary designs.	To gift trendy jewellery to their boyfriend or husband.
Casual	Once a year	Once a year	Once year	They don't go for this option generally	Once in 1.5years	They dont use this usually	Once a year	Once in 2 years	Once in 2 years
Core	Once a year	Twice a year	Once a year	May be once in 2 years	Once in 2years	Once a year	Twice a year	Once in a year	Once a year
Power	3 times a year	Twice a year	Twice a year	Once in a year	Once a year	Twice a year	Thrice a year	Twice a year	Once a year

Engagement Framework for the Product:

Engagement Framework	Rationale	Priority
Breadth	1. The brand's strength lies in offering a wide range of contemporary jewellery that appeals to diverse styles. 2. Users on Melorra can explore various jewellery categories like rings, earrings, bangles, pendants, nose pins, and 2nd piercing, allowing them to enhance their look by purchasing multiple products together. 3. They also have the option to choose different types of gold karat(14/18/22) jewellery, each offering unique benefits. 4. Melorra add different types of gemstones & enamels in designing the jewellery which also adds value to the users JTBD. 5. Melorra's investment scheme aids users in managing their payments efficiently. 6. Besides gold and diamond jewellery, users can shop for men’s jewellery, kids' jewellery, and gold chains, ideal for gifting purposes.	Primary
Frequency	Since frequency has a lower ceiling due to the market share each brand holds in this case for users' JTBD, it's more effective to focus on breadth of engagement.	Least
Depth	1. Depth of engagement on Melorra enhances user value by providing personalised recommendations, 2. It also enhances user value by interactive content, and exclusive offers. 3. Exceptional customer support and active community engagement foster trust and loyalty. 4. This comprehensive approach ensures a seamless and enjoyable shopping experience, aligning perfectly with users' needs and expectations.	Secondary

Engagement Framework

Rationale

Priority

Breadth

1. The brand's strength lies in offering

a wide range of contemporary jewellery

that appeals to diverse styles.

2. Users on Melorra can explore various

jewellery categories like rings, earrings,

bangles, pendants, nose pins, and 2nd

piercing, allowing them to enhance their

look by purchasing multiple products

together.

3. They also have the option to choose

different types of gold karat(14/18/22)

jewellery, each offering unique benefits.

4. Melorra add different types of gemstones

& enamels in designing the jewellery which

also adds value to the users JTBD.

5. Melorra's investment scheme aids users in managing their payments efficiently.

6. Besides gold and diamond jewellery, users

can shop for men’s jewellery, kids' jewellery,

and gold chains, ideal for gifting purposes.

Primary

Frequency

Since frequency has a lower ceiling due to the market share each brand holds in this case for

users' JTBD, it's more effective to focus on

breadth of engagement.

Least

Depth

1. Depth of engagement on Melorra enhances

user value by providing personalised recommendations,

2. It also enhances user value by interactive

content, and exclusive offers.

3. Exceptional customer support and active community engagement foster trust and loyalty.

4. This comprehensive approach ensures a

seamless and enjoyable shopping experience, aligning perfectly with users' needs and expectations.

Secondary

Define

Actions of active users:

Purchasing at least one Melorra jewellery in a year.

Segmentation

ICP Deep Dive/Persona based Segmentation :

This is to understand the behaviour & characteristics of ideal customers for Melorra value, how they decide to purchase and what values them most. By understanding this we can define our engagement strategies.

Questions	ICP 1- Casual	ICP 2 - Core	ICP 3 - Power
Name	Dia	Tanya	Aanya
Age	28	30	34
Gender	Female	Female	Female
City	Lucknow	Bangalore	Delhi
Marital status	Unmarried	Unmarried	Married
Kids	NA	NA	1
Occupation	IT professional	Marketing & Sales	Brand Manager
Income bracket	25 - 35 Lacs	30 - 45 Lacs	45 - 70 Lacs
Commonly used social apps	WhatsApp, Instagram, LinkedIn, YouTube, Ecommerce, Tinder	WhatsApp, Instagram, LinkedIn, YouTube, Ecommerce	WhatsApp, Instagram, LinkedIn, YouTube, Educational apps
Luxury Brands interested in	Zara, Estee Lauder, Nike,Sephora, Forever New	Gucci, Burberry, Estee Lauder, Nike, Versace, Sephora, Forever New, MK	Gucci, Louis Vuitton, Burberry Estee Lauder, Nike, Versace, Dior, Sephora, Caratlane, Armani Exchange, Tiffany & co., Pandora
Hobbies/Leisure activities	Social Media Browsing, Watching TV/Streaming, Outdoor Activities, Reading, Shopping	Fitness and Wellness, Fashion and Jewellery, Social Events, Traveling	International Travel, Parties, Networking, Luxury & lifestyle, Fine dining.
Jewellery Preference	Affordable Pieces, Trendy Designs, Minimalist Jewellery	Mid-Range Pieces, Fashion-Forward, Everyday Wear, Mix and Match, Personalised Jewellery	High-End Pieces, Exclusive Designs, Investment Pieces, Custom tailored to their specific tastes and preferences.
Money/ time	Money	Money	Money
ENGAGEMENT
How often do you spend on gold/diamond jewellery	Twice a year	3-4 times a year	6-7 times a year
What do you consider while buying gold & diamond jewellery	Design, purity, quality, color of gold, light weight, trendy	Design, Purity, color of gold, Diamond, light weight, trendy, occasion	Trends, Style, quality, color of gold, occasion
From where all do you buy Jewellery?	Bluestone, Melorra, Local Jewellers	Caratlane, Bluestone, Mia by Tanishq, Melorra	Caratlane, Pandora, Tiffiny & Co., Melorra
How did you get to know about Melorra	WOM	WOM	WOM
Do you use Melorra?	Yes	Yes	Yes
JTBD	I want to look trendy in casual & office wear.	I want to look urbane & express my uniqueness through jewellery	I want to express my unique style by wearing trendy jewellery.
Since how many years are you using Melorra?	2	2.5 years	4 years
How often do you purchase from Melorra?	Once a year	2-3 times a year	4-5 times a year
Why do you shop on Melorra?	→ Very unique & trendy designs. →The jewellery goes with my work wear and make me look bold. →A lot of bank offers	→ Cool designs → Bank offers. → Jewellery goes with my everyday wear → Designs in 14/18 karat	→ Extraordinary designs → Attractive and elegant jewellery box. → Jewellery goes with my everyday wear. → Gifting purpose → Life time exchange policy
Whats your fav feature on Melorra	- 14 karat designs with affordable pricing - Clear segmentation between categories - Lifetime exchange policy - Delivery across Tier 1, Tier 2 and Tier 3.	- Categorically- earrings & rings - Lifetime exchange policy - Express delivery - Live video call on PDP page to see the jewellery pieces online.	- Live video call on PDP page to see the jewellery pieces online. - Customisation as per personal needs. - Newly launched Collections
What all do you buy on Melorra?	Rings, nose pins, earrings, pendants	rings, earrings, chains, bangles, pendants	Rings, necklaces, earrings, bracelets, men’s & kids jewellery
AOV	₹20,000 - ₹30,000	₹50,000 - ₹75,000	₹100,000 - ₹150,000
For who do you buy on Melorra?	Myself	Myself, family	Myself, Family, Friends
What do you dislike in Melorra?	→Unable to clearly visualise the jewellery's appearance until it is received.	→ Unable to clearly visualise the jewellery's appearance until it is received. → Sometimes Delivery Delays	→ Unable to clearly visualise the jewellery's appearance until it is received. → Ordinary gifting experience.
What type of communication do you prefer to receive regarding Melorra’s promotions and discounts?	WhatsApp/Email once in a while	Whatsapp, Push notification once in a while	Push notifications, WhatsApp, E-mails once in a while
Would you refer Melorra?	Yes, not actively	Yes, not actively	Yes
For which product/feature do you keep coming back to the Melorra for?	→ Seasonal collections → Occasional sales events → 14 karat & diamond jewellery → Express delivery	→ 14/18 karat designs → Promotional Melorra coins → Express delivery → Offline stores experience	→ Exclusive and luxury collections. → 14/18/122 karat designs → Gifting collections → Melorra coins as platform currency → Life time exchange policy → Golden Bounty
RETENTION
Which feature do they least value, why?	→Customisation of jewellery → season collections & offers → Lifetime exchange policy → Golden bounty → Gifting → Men’s jewellery → Referral program	→ Customisation of jewellery → Lifetime exchange policy → Referral program	→ Budget-friendly or sale items → Low value jewellery
What will make you/made you leave Melorra?	→ Delivery Delays → Quality issues → Expectation mismatch → Difficult returns/cancellations → Poor Customer support	→ Delivery Delays → Quality issues → Expectation mismatch → Difficult returns/cancellations → Unreasonable high making charges	→ Delivery Delays → Quality issues → Expectation mismatch → Difficult returns/cancellations → Poor gifting experience

Usage Based Segmentation

Power/Core/Casual Segmentation:

This segmentation will help us to convert the casual users to core users & core to power users, and to foster stronger connections with them by delivering personalised and relevant experiences that resonate with their specific usage patterns and preferences.

	Casual	Core	Power
Natural Frequency	Once a year	2-3 times a year	4-5 times a year
Average Order Value(AOV)	₹20,000 - ₹30,000	₹50,000 - ₹75,000	₹100,000 - ₹150,000
*LTV ( frequency/Year AOV * retention )**	₹1,00,000 - ₹1,50,000	₹1,00,000 - ₹1,50,000	₹2,00,000 - ₹3,00,000
Top Jewellery Categories	Rings/Nose pins/earrings	Rings/Earrings/Noes pins/ pendants	Almost all categories
Average session time	5-10 mins	10-15mins	15-30 mins
Price Sensitivity	High	High	Medium
Top Competitors	Caratlane, local Jewellers, H&M, Zara, Kushal’s	Caratlane, Mia by Tanishq, Kushal’s	Caratlane, Tanishq, Pandora, Tiffany & co

Note: Since the Melorra's active users are less than 1M in a month, we would not consider RFM based segmentation.

Engagement Campaigns

Engagement is the lifeblood of successful marketing campaigns. It's about creating meaningful connections with your audience through compelling messages and relevant offerings. Here's how we can articulate the engagement strategy for listing 2 product hooks with campaigns and 3 campaigns without any product hook:

Product Hook 1: Melorra Live

Goal: Elevate Core/Power users to power users/Brand advocates, providing seamless virtual shopping experience for the customers at their own convenience.

Problem Statement: Core/Power users need a personalised and tailored shopping experience that aligns with their preferences and previous purchases, as online images and descriptions often fail to fully convey the jewellery's true look and feel.

Current alternative: Core/Power users who live in tier cities can still visit the offline stores to check the products offline but who live in tier-2, tier-3 cities are still discovering the quality & look & feel of jewellery when they receive the order.

Solution: Melorra Live from Product Detail Pages(PDP).

Step 1: Schedule a live video call

Call now or book an appointment by mentioning the date and time for the live video call

Step 2: Shop for jewellery

Mention the product, occasion or shortlisted designs to help agents recommend the right jewellery for users

Step 3: View Jewellery in Real-Time

Shortlist favourites and even ask for real time pictures and videos to share with others

User Flow: Screenshot 2024-06-20 at 8.01.50 PM.png

Success Metric:

1. 1. Number of orders placed by core/power users during the same session as the video call.
  2. Increase in yearly order frequency among core users.
  3. Increase in retention rate among core users
  4. Reduction in churn rate among core users.
  5. Reduction in return rate

Other Metrics to track:

1. 1. CTR
  2. Booking rate
  3. Retention Rate
  4. AOV
  5. Sales Conversion Rate
  6. NPS & CSAT

Campaign To supplement this product hook: Live Video Call

User Segment	Core/Power users
Goal	To convert to power users/Brand Advocates by helping them in purchasing decision
Pitch & Content	📞 Experience Jewellery with Our Live Video Call Feature! 💎 We know you love personalised shopping experiences, and we have something special just for you! 🥰 Introducing Live Video Call - Your Personalised Jewellery Shopping Experience! ✨ See the Jewellery Up Close: Get a comprehensive, real-time view of our stunning pieces. ✨Convenience at Your Fingertips: Enjoy a store-like experience from the comfort of your home. Ready to find your next favourite piece? Book your Live Video Call now and discover the perfect jewellery that matches your taste and style! 🔗 [Book Your Live Video Call Now] Looking forward to seeing you shine! ✨
Offering	Book your Live Video Call now at your own convenience
Channel	Whatsapp/Email/ FB & IG-ads/PN banner
Frequency	Once a month through targeted notifications
Timing	Nudge the user at regular intervals → Email: D7 after last purchase → WhatsApp: D15 after last purchase → PNs: D30 after last purchase
Success Metric	->CTR ->Booking rate ->Retention Rate ->AOV ->Sales Conversion Rate ->Increase in yearly order frequency among core users.

Product Hook 2: Try at home

Goal : Encourage casual/core users to purchase more jewelleries and increase their purchase frequency while providing them with value and convenience.

Problem statement: casual/core seek more reassurance and hands-on interaction before committing to a purchase, ensuring the jewellery meets their expectations in terms of quality and appearance.

Current alternative:

As of today, casual/core users can only experience the quality and appearance of the product by visiting the stores or taking the chance to order with optimism.

Solution: Try at home (Free service) at PDP:

Step 1 : Pick your Favourite designs

Top five that stole your heart

Step 2: Book your free appointment

At your chosen place, date & time

Step 3: Try on at your leisure

Let us bring the store to you

Step 4 : Buy only if you love

There’s no compulsion to buy:

User Flow:

Screenshot 2024-06-20 at 8.13.49 PM.png

Success Metric:

Increase in yearly order frequency among casual/core users.
Reduction in return rate
Increase in retention rate
Increase in AOV

Other Metrics to Track:

Try At Home customers/ MAU
Try At Home orders/Try At Home customers

Campaign To supplement this product hook: Try at Home

User Segment	Casual/Core users
Goal	To convert to core/power users by removing uncertainty about product quality & appearance
Pitch & Content	Experience Before You Commit: Try at Home with Melorra! Enjoy the Best of Shopping at Home, Together with Your Family Discover the Perfect Piece in 3 Easy Steps: 1. Select Your Favorites: Pick up to 5 pieces online. 💎 2. Schedule a Visit: Choose a convenient time for us to bring the jewellery to you. 🕒 3. Try and Decide: Experience the look, feel, and fit before purchasing.👗 Book Your Try at Home Experience Today! PS- Special discounts awaiting!!
Offering	No cost to select and try up to 5 jewellery pieces at home. Enjoy special discounts if purchased during the try on session.
Channel	Whatsapp/Email/ Social Media/ PN Banners
Frequency	Once a month
Timing	Nudge the user at regular intervals → Email: D7 after last purchase → WhatsApp: D15 after last purchase → PNs: D30 after last purchase
Success Metric	CTR Booking rate Retention Rate AOV Conversion Rate Increase in yearly order frequency among casual users.

Other campaigns:

Campaign 3: Birthday Voucher

This campaign is for core users to increase their frequency of purchase and leveraging birthdays for engagement campaigns not only drives immediate sales but also strengthens customer relationships and enhances brand loyalty over time.

User Segment	Core users
Goal	To convert to power user by promoting exclusive offers on user’s birthdays
Pitch & Content	🎉 Celebrate Your Birthday with Melorra! 🎁✨ It’s your special day, [User's Name]! We’ve got exclusive offers just for you: Rs.3000 OFF on your next purchase. Redeem it within your birthday month. Pamper yourself with something shiny and beautiful. Click the Link to claim your birthday Voucher!
Offering	Rs.3000 OFF on the next purchase.
Channel	SMS/Email/WhatsApp/Push notification
Frequency & Timing	→ SMS/Email: Once in a month, Send till birthday month → WhatsApp: Once a month, Send till birthday month → Push notification - Once in a month till birthday month
Success Metric	→ Vouchers used -> Email/whatsapp metrics -> Conversion rate -> Repeat purchases

Campaign 4: Share the Glam and Earn

This campaign leverages word-of-mouth marketing, as satisfied customers are motivated to share their positive experiences with others. By earning referral coins, customers feel valued and engaged, fostering loyalty and increasing brand advocacy. This approach not only drives new customer acquisition/engagement but also strengthens existing customer relationships, creating a mutually beneficial cycle of referrals and rewards.

User Segment	Core/Power users
Goal	To convert core users to power users and Power users to brand advocates
Pitch & Content	💎 Share the Glam and Earn Rewards! ✨ 🌟 Love Melorra everyday? Share the sparkle and Earn Rewards! 🌟💍 Introducing the Share the Glam Referral Program: 💚 Refer a Friend, Get Rewarded! 🌿 They get 1000 Melorra Coins OFF their first order. 🎉 You earn 4000 Melorra Coins for each friend’s first purchase. Spread the love, share the chic vibe. Start referring today!👇 #ShareTheGlam” Start sharing the joy and sparkle today!
Offering	Earn 4000 Melorra Coins for each friend’s first purchase 1 Coin = 1 Re.
Channel	Email/WhatsApp/Social Media
Frequency & Timing	Nudge the user at regular intervals → Email: Bi-weekly, Send in the morning or early afternoon → WhatsApp: Once a month, Send during mid-morning → In-app notification - Once in every two weeks, Trigger when users are actively browsing the app → Website banner: After ever 2mins of session duration- visibility on the brand app as a sticker on the screen
Success Metric	No. of orders placed on birthday by core users Referral Rate New Customer Acquisition Engagement Rate

Campaign 5: Lifetime Exchange Policy

This campaign is for core users who aren't much aware of life time exchange policy Melorra offers and how they can exchange old jewellery by just paying for making charges, thereby increasy their engagement on the platform

User Segment	Core Users
Goal	To convert to power users by encouraging the repeat purchase.
Pitch & Content	💍 Unlock Value with Melorra's Lifetime Exchange Offer! 💎✨ We’re excited to introduce Melorra’s Lifetime Exchange Offer, designed to enhance your jewellery collection effortlessly: -Lifetime Exchange: Exchange your old gold and diamond jewellery at any time. -Best Value Guarantee: Receive the prevailing market rate for your exchange. Experience the convenience and value of Melorra today!
Offering	Receive the prevailing market rate for the exchange.
Channel	Email/WhatsApp/Social Media
Frequency & Timing	Nudge the user at regular intervals → Email: Bi-weekly, Send in the morning or early afternoon → WhatsApp: Once a month, Send during mid-morning → In-app notification - Once in every Month → Website banner: Adding banner on home page
Success Metrics	→Number of users who initiate exchange requests after receiving the campaign. →Increase in the number of orders placed by core users participating in the exchange →program. → Referral rate by core users.

Retention Strategy

Understand:

Birds eye view:

Current retention rate in terms of users:

Based on the secondary research, as on July 2023, the customer retention rate was ~ 35% on the brand web/app.
Assuming the scale of business (~Rs. 365 Cr. revenue as on FY22) and no.of channels on which the brand is present have grown in the past 3 years, this retention rate is likely to have dropped
While the exact mathematics is difficult to derive, the standard retention rate of D2C brands in the luxury jewellery space is ~30%

Retention curve:

Jewellery purchases are often infrequent, high-value transactions. Users are more likely to buy jewellery on special occasions, which tend to be annual events.
Steep Decline Initially: The percentage of retained users drops significantly in the first 1-2 years.
Flattening Curve: The retention rate stabilises after about 3 years, flattening out.
Long-Term Retention: A small, consistent user base remains beyond 3 years, around 1-2% of the initial users.
Assuming this is measured over a period of 5 years, we can plot the following graph:

Microscopic View

ICPs driving the best retention:

Core and Power users drive the maximum retention.

Core	Power
Characterised by: -Consistent frequency (2/3 times a year) -High AOV (> =₹50k) -Avg. yearly spend of ~Rs.120k	Characterised by: -High frequency (4/5 times a year) -Reasonable AOV (between ₹100,000 - ₹150,000) -Avg. yearly spend of ~Rs1200k
-> They value consistency, quality, and personalised experiences. -> They often return due to ongoing satisfaction with product offerings, customer service, and brand alignment.	->They like exclusivity, premium offerings, and exceptional customer service. ->They often return due to the brand's reputation, high-quality products, and unique benefits.
They keep exploring various karat jewelleries to keep up with the trend. They also value offers that reduce their final AOV. Hence, the retention is high due to the stickiness to the products over the longer term.	They are willing to try everything that the brand brings out, be it different collections or new gifting ideas. Hence, the retention is high due to the stickiness to the brand

Core

Power

Characterised by:

-Consistent frequency

(2/3 times a year)

-High AOV

(> =₹50k)

-Avg. yearly spend of ~Rs.120k

Characterised by:

-High frequency

(4/5 times a year)

-Reasonable AOV

(between ₹100,000 - ₹150,000)

-Avg. yearly spend of ~Rs1200k

-> They value consistency, quality, and personalised experiences.

-> They often return due to ongoing satisfaction with product offerings, customer service, and brand alignment.

->They like exclusivity, premium offerings, and exceptional customer service.

->They often return due to the brand's reputation, high-quality products, and unique benefits.

They keep exploring various karat jewelleries to keep up with the trend. They also value offers that reduce their final AOV.

Hence, the retention is high due to the stickiness to the products over the longer term.

They are willing to try everything that the brand brings out, be it different collections or new gifting ideas.

Hence, the retention is high due to the stickiness to the brand

Channels driving the best retention:

Based on the internal data, the offline stores drives 54% of retention, indicating the brand’s core value proposition experienced better when purchased in offline mode.
The other 46% is largely distributed between organic and Instagram, indicating Melorra has effectively leveraged these platforms to build a strong online presence, engage customers, and foster loyalty.
Friends (WoM) drives a very high retention rate too. This is because opinion of peers is considered as unbiased and hence more trustworthy.
The perception of the brand is considerably positive on the internet. Also, as per user data, 80% of the respondents said they were likely to recommend the brand to their friends and family. Hence, referral program can be used more among these users with better visibility.

What sub products/sub features drive the best retention:

Feature	Retention Impact	Reasoning
Rings/Earring/pendants	High	Melorra has extraordinary designs in all the categories but these 3 categories drive the best retention because they are the most sought out categories amongs users.
Economic options	High	Melorra doesn’t keep the inventory of all the designs, its business model relies on made to order basis. So it has the control over fluctuating gold pricing, discounts and and able to provide economic options for a larger customer base. This create high retention value.
Quick Delivery	High	While Melorra’s business model is on made to order basis, It still keeps huge inventory of best selling and newly launched collections. This enables 1 day delivery and attracts a lot of customer to choose this option.
Offers, sales, discounts	High	Melorra is always running promotions to create a sense of urgency for the user creating higher order values. It also provides offers on almost all the bank cards which entices users to go for higher value jewelleries and drives repeat purchases as well.
14 karat jewellery	High	This category drives the most retention because of the classy gold color, its affordability and durability. Designs in this category are extremely minutely detailed because of its strength.
Gifting Category	High	Melorra’s gifting category is uniquely desined around various persona and their taste around different jewelleries. This makes users purchasing decision easier.
Search flow	Medium	The search flow is critical to direct users to the relevant products. The experience is optimised, suggests categories & items in search to capture multiple use cases to target multiple user intents.
Lifetime exchange Policy	High	This policy attracts the users to come back repeatedly and exchange their old gold on prevailing market rate. A major factor in driving retention.
High Quality	High	Melorra controls the inventory in house and maintains strict checks to prevent quality and authenticity issues. This creates a trustworthy image of the brand, improving retention.
Slow network optimisation	High	Melorra has worked on optimising its apps for slow networks and this a major factor in retaining a sizeable chunk of user base.
Payment/ Checkout Flow	Medium	Melorra checkout flow is simple and while it is convenient, it is not as big a factor in retention
Referral Program	Medium	Melorra’s loyalty program for power users gives them early or limited excess to some exclusive designs, creating high value for the user, creating retention value.

Define

Top reasons for churn- Based on the user research and other data points, below are the churn reasons:

Voluntary	Involuntary
Promised Delivery delays	JTBD mismatch
Quality issues	Moved to Unavailable Location
Confusing UI/UX	Lost Purchasing Capacity/Job
High making charges	Lifestyle Changes
No extra efforts on gift purchases
Delayed customer support responses
Size of jewellery expectation mismatch
Delay in refunds
Too many promotional messages.

Negative actions taken by at-risk users (Early signs of churn):

Reduced Frequency of App/Website Usage
- What: Users visit the app or website less often.
- Why: Indicates waning interest or satisfaction.
- Business Impact: Potential drop in engagement and sales.

Decrease in Session Time per Visit
- What: Users spend less time per visit.
- Why: Suggests diminishing engagement or relevance of content.
- Business Impact: Lower conversion rates and decreased revenue.
High Cart Abandonment Rate After Adding Few Items
- What: Users frequently leave carts without completing purchases.
- Why: Reflects hesitation or dissatisfaction with pricing or checkout process.
- Business Impact: Lost sales opportunities and reduced revenue.
Increased Returns
- What: Users are returning more items than usual.
- Why: Signals dissatisfaction with product quality or expectations mismatch.
- Business Impact: Higher operational costs and potential loss of future sales.
Increased Cancellations
- What: Users are canceling orders more frequently.
- Why: Indicates issues with delivery times, product expectations, or service reliability.
- Business Impact: Lost sales and damage to brand reputation.
Raise in Negative Customer Support Tickets
- What: More complaints and support issues are being raised.
- Why: Reflects poor customer experiences and unmet expectations.
- Business Impact: Increased support costs and potential loss of customer loyalty.
Bad Reviews or Ratings for Products and Platforms on Social Media
- What: Users are posting negative feedback publicly.
- Why: Highlights dissatisfaction with products or services.
- Business Impact: Damaged brand reputation and potential loss of new customers.
Disabling Push Notifications
- What: Users turn off notifications from the app.
- Why: Indicates annoyance or loss of interest in app content.
- Business Impact: Reduced ability to re-engage users and drive traffic.
Uninstalling App
- What: Users remove the app from their devices.
- Why: Signals a complete loss of interest or dissatisfaction.
- Business Impact: Loss of direct communication channel and user engagement.

Resurrection Campaigns

Resurrection campaigns are for casual, core and power users who are at risk of churning and have shown negative actions such as above.

Campaign 1: Express Glam

This campaign targets users who had previously experienced delivery delays. In an era where delivery times have been reduced to 5-10 minutes, delays in already promised long delivery times can significantly impact user trust. This is especially challenging with high-value products. The aim of this campaign is to restore trust and encourage repeat purchases by addressing past issues and offering enhanced delivery promises and incentives.

Strategy Title	Express Glam
User Segment	Users who have stopped interacting with the app & had rated negatively due to previous delivery delays.
Goal	Restore trust and encourage repeat purchases from users by addressing their previous concerns and offering incentives.
Pitch & Content	Hi [User], We’ve missed you at Melorra!💛 We sincerely apologise for the delivery delays you experienced last time. We’ve made BIG improvements to ensure your orders arrive on time! 🚚💨 As a token of our apology, enjoy 4% OFF on your next purchase + extra 500 Melorra coins as reward points! 🎁✨ Come explore our latest collections and rediscover the joy of shopping with Melorra. 🛍️💎 Here is your Voucher code: XXX23435XX
Offering	4% OFF on the next purchase + extra 500 Melorra coins
Channel	Email/SMS/Retargeting Ads/Direct Mail
Frequency & Timing	→ Send the initial email and Whatsapp after 6 months of last order. → If there is no response within a week, send a reminder email and a follow-up SMS. → Over the next month, send two additional emails with updates on new collections and customer testimonials.
Success Metric	→ Percentage of inactivated users who make a purchase after the campaign. → Conversion rate of users who engaged with the campaign (opened emails, clicked links) and then made a purchase → Percentage of Voucher usage over campaign sent → Email/whatsapp Metrics →Ad Performance

Campaign 2: Elegant Savings

Strategy Title	Elegant Savings
User Segment	Casual/core users who had abandoned the cart because of high making charges
Goal	Address pricing concerns and encourage repeat purchases by offering new, cost-effective options and special discounts.
Pitch & Content	Hi [User], We understand that high making charges may have caused inconvenience. We're excited to announce we've made changes! 💛 Enjoy extra 30% OFF on making charges on your next purchase! 🎉 Explore our new affordable collections and rediscover the elegance of Melorra. 🛍️💎 Here is your Voucher code : XXX23435XX
Offering	Extra 30% OFF on making charges with voucher
Channel	Email/Whatsapp/Retargeting Ads
Frequency & Timing	→ Send the initial email and Whatsapp after 2 days of cart abandonment. → If there is no response within a week, send a reminder email and a follow-up SMS. → Over the next month, send two additional emails with updates on new collections and customer testimonials.
Success Metric	→ The percentage of churned users who make a purchase after the campaign. → The conversion rate of users who engaged with the campaign and then made a purchase. → The repeat purchase rate of reactivated users over the following 6 months → % age of Voucher usage → Email/whatsapp Metrics →Ad Performance

Campaign 3: Quality Reassured

This campaign aims to directly address the quality concerns of users who received either low quality jewellery or experienced expectation mismatch with design, offering them tangible benefits and showcasing the steps taken to ensure superior quality, thereby regaining their trust and loyalty.

Strategy Title	Quality Reassured
User Segment	Users who returned the order due to low-quality jewellery
Goal	Restore trust and encourage repeat purchases from at risk users by addressing quality concerns and offering assurances of improved quality control.
Pitch & Content	Hi [User], We sincerely apologise for any quality issues you experienced with your previous purchase. 💛 We’ve made significant improvements to ensure top-notch quality for all our jewelry. 💎✨ To win back your trust, enjoy 3% OFF on your next purchase and a complimentary 500 Melorra coins as reward points! Here is your Voucher Code: XXX23435XX
Offering	3% OFF on the next purchase and a complimentary 500 Melorra coins as reward points
Channel	Whatsapp/Email/SMS
Frequency & Timing	→ Send the initial email and Whatsapp after a day from last purchase. → If there is no response within a week, send a reminder email and a follow-up Whatsapp. → Over the next month, send two additional emails with updates on new collections and customer testimonials. → If still no response, send 2 additional whatsapp campaign in every 3 months
Success Metric	→ The repeat purchase rate of reactivated users over the following 6 months. → Voucher usage → Email/whatsapp Metrics →Ad Performance

Campaign 4: Price Drop Alert

This campaign is for users who haven’t been engaging with the platform from past 6-7 months due to high gold pricing or making charges.

Strategy Title	Price Drop Alert
User Segment	Price-sensitive casual/core users who haven’t been active on the platform from a long time
Goal	To re-engage and convert price-sensitive casual/core users by offering a limited-time flash sale with significant discounts, encouraging them to return and make a purchase.
Pitch & Content	📣✨ Flash Sale Alert! ✨📣 Hi [User], we miss you at Melorra! Enjoy up to 30% off on selected jewellery for the next 72 hours only. 💍 Shop now and sparkle again: https://bit.ly #FlashSale #Melorra
Offering	Up to 30% off on selected jewellery for the next 72 hours only.
Channel	Whatsapp/Email/Website banner/FB/IG
Frequency & Timing	→Initial whatSapp/email at the start of the flash sale. →Follow-up email 24 hours before the sale ends. →Final reminder email 6 hours before the sale ends. → Website/App banner till the offer ends.
Success Metric	→ Conversion Rate → Email Metrics → WhatsApp Metrics →Sales Data

Campaign 5: Shop Worry-Free

This campaign is designed for users who have previously made purchases but had negative experiences with returns, refunds, or cancellations. These users have expressed their dissatisfaction either through negative ratings on social media or by raising support tickets. The objective of this campaign is to address their concerns, rebuild trust, and encourage them to give Melorra another chance.

Strategy Title	Shop Worry-Free
User Segment	Users who have previously made purchases but had negative experiences with returns, refunds, or cancellations
Goal	To re-engage and rebuild trust, and encourage them to give Melorra another chance.
Pitch & Content	🌟🛍️ Shop Worry-Free with Melorra! 🛍️🌟 Hi [User], We’ve made returns and cancellations super easy for you! Enjoy hassle- free shopping with 10% off on your next purchase. Here is your Voucher Code: XXX32HGEXXX #ShopEasy #Melorra
Offering	10% off on the next purchase.
Channel	Whatsapp/Email/SMS/FB/IG
Frequency & Timing	→ 2 days after the last purchase → If there is no response within a week, send a reminder email and a follow-up Whatsapp. → Over the next month, send two additional emails with updates on new collections and customer testimonials. → If still no response, send 2 additional whatsApp campaign in every 3 months
Success Metric	→ Conversion Rate: Number of purchases made by users who received the campaign → Email/whatsapp Metrics →Ad Performance →Sales Data