Case Study: Centro
Centro Shoes, founded in 2009 is South India’s largest multi-brand footwear chain, operating in three states with more than 30 stores.
Increasing their Customer Database
Problem: Helping the brand create a database of Window Shoppers.
Solution: Improving the data collection process for potential customers, by using a QR code generated by the eWards system.
QR codes were placed at every corner of their store. Potential customers filled out their details and get incentives in the form of bonus points.
These customers were later gratified by targeting them with incentives to shop from Centro
Impact: The pilot project was run for a month in 3 of their outlets. It proved to be a tremendous success in increasing their customer database substantially.
The average first-time billing of these new customers was almost 50% more than the existing customers.
Measuring the Success of their BTL campaigns
Problem — Offline campaigns (BTL*) were carried out with physical vouchers being distributed in Malls. They could not map the revenue generated by these vouchers and the success of such activities.
Solution — The entire voucher system was digitized using the eWards coupon module. Electronic vouchers were sent out to customers in the mall, which was linked to their mobile numbers.
When the voucher was redeemed, the revenue could be mapped using eWards reports. This resulted in better targeting and helped them understand the revenue garnered from individual activities as well as outlets where the coupons were redeemed.
Impact: For the first time, Centro was able to map the revenue garnered from these campaigns and also reduce the overheads involved in running a campaign like this.
*BTL targeting (Below the line targeting). Below the Line means targeting customers within a certain radius
Problem: Identification of frequent customers wasn’t possible for the brand. They wanted to understand which customers purchased more frequently and/or spent more when they shopped at Centro.
Solution: They used the eWards segmentation tool to create customer segments based on how frequently shopped from Centro. Here multiple segments were made for example VIP customers, first-time shoppers, and segments based on how many items a customer bought.
These Customers were targeted using personalized coupons based on what they had bought from Centro and when they last shopped at the outlet.
Impact: This kind of targeting allowed the brand to run different campaigns for a different set of customers and saw a substantial increase in the average spend of customers who were targeted using these campaigns