Frequency

Twice a month

Secondary

A person can experience the quality part of the product by using it multiple times

Depth

Wearing at multiple different occasions

Primary

A customer can experience the quality, comfort and verstality of the product by using it at different occasions. A higher CVP can be experienced

Breadth

Freebies such as scrunchies and accessories

NA

Freebies such as fabric scrunchies can be a good way to make them have AHA moments however, they dont help experiencing the CVP of the product.

Casual

Purchases once in a while if they happen to rediscover brand

Not defined

Uses it once in a while

Core

Buys more than once a year, subscribes to emails.

More than once a year

Uses it for a specific purpose like vacations, outings etc.

Power

Buys 5-6 times a year, subscribes to emails, keep a track of SALE and visites websites whenever there are new launches

5-6 Times a year

Uses it atleast once in two weeks for work, casual outings etc. Its wardrobe staple for them.

Working women

Uses it for work on everyday basis, coffee dates, vacations and willing to spend more

5-6 times a year

N/A

Homemakers

Uses it for vacations or small outings

2-3 times a year

N/A

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Domestic

AOV is low-1800-3000

2-3 times a year

N/A

International

AOV is high-8000-10000

Once a year during summers or when they visit India

N/A

Goal

Make a second purchase

Retain

Pitch

Giving a Coupon code of 200/- off on placing second order within 3 months

Membership cards with points benefits/cashbacks and early sale access invites.

Offer

200/- off on Second purchase

Redeemable points, Early access to SALE

Channel

Physical coupon with order, Email

Emails, Physical cards

Frequency

One time

One time card and occasional email notifications

Timing

With the first order delivery

After 4th purchase

FMetrics

-

-

Goal

Incease Frequency

Pitch

Discounted shipping rates on second order

Offer

50% off on shipping on second order

Channel

Website

Frequency

One time

Timing

2 weeks after first order

Metrics

-

New collection release frequency low so bored of seeing old collection

Moved to different a country with different climatic condition

Slight increase in MRP

Size changed and brand doesnt make that size anymore

Reduced visilibity on social media channels so forgot about the brand

​

Too many marketing emails

​

Product being out of stock when customer intended to buy. Happened multiples times.

Pitch

Emailing them the new launch catalogue, Exclusive pre-launch offers.

Curated birthday discount & festive discount sent vie email and physical mailer coupon.

Buy-2 get Get 1 on shirts section.

Offer

Early access to new collections

Festive discount

2+1 free

Timing

6 months after last order

3 months after last order

6 months after last order

Frequency

Once

Once

Once

Success metrics

-

-

-