Engagement & Retention project | I run my own business "Silayi"

Introduction

Silayi carries the nostalgia of the time when our clothes smelled of fresh stitches and starch. Fabrics used at Silayi are locally sourced from handloom weavers and printers accross the country and transformed into functional everyday wear.

These are 100% pure cotton fabric perfect for tropical climate as well as places with occasional harsh summers.

Core Value Prop.

To make functional and comfortable pure cotton outfits that can be worn everyday and everywhere

A user experiences the core value proposition of the product by feeling comfortable using the product & confidently wearing it at multiple occasions.

Screenshots from customer interactions of last 3 motnhs (1).png

Defining an Active user:

A paid order recieved on website from a customer can considered as an active user of the product.

Engagement Framework	Tracking metric	Secected	Rationale
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.

Natural Frequency of the product

Given the category is apparels the natural frequency of placing an order can be once in 3 months. Multiple products can be ordered at the same time however, frequency of order place an order naturally would be once in 3 month.

User segmentation:

Based on Casual/core/Power

	Depth	Frequency	Breadth
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.

Based on Persona

	Depth	Frequency	Breadth
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

Domestic customer/International customer

	Depth	Frequency	Breadth
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

Engagement Campaign

Casual/Power

	Casual	Power
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	-	-

International Customers

	International
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	-

CHURN

Reasons for Churn

Voluntary	Involuntary
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.

Negative metrics to Track

Reduction in number of visitors on website
Reduction in number of favourites
Reduction in Number of enquiries
Increase in number of negative reviews on products

Actions leading to Churn

Increase in product MRP
Repeating old styles for longer time to optimize rather than introducting new styles
Less spends on photoshoots resulting in poor quality pictures
Trying new content strategies breaking the consistency

Ressurrection Campaign

	Core	Power	Working professional
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	-	-	-