CRM Analysis fashion retail
-
Upload
mohammad-adnan-rangrez -
Category
Marketing
-
view
15 -
download
0
Transcript of CRM Analysis fashion retail
1. Summary
2. Q4 VS Q3 Comparisons
3. Registrations
4. Repeat Customers
5. Loyalty Program
6. Campaign Performance SMS
7. Segmentation
8. Demographics
9. Product Affinity
Contents
A.Rangrez
Quarter Q3 Q4
Total Sales(in AED) 83,516,274 131,782,982
Total Bills 571,383 847,982
Total Customers 218,603 336,135
Loyalty Sales(in AED) 52,359,999 94,690,155
Loyalty Bills 319,162 539,788
Loyalty ATV 164 175
Loyalty ABS 4.9 4.98
Non Loyalty Sales(in
AED) 31,156,275 37,092,827
Non Loyalty Bills 252,221 308,194
Non Loyalty ATV 124 120
Non Loyalty ABS 3.66 3.36
Registrations 235,460 272,590
Loyalty Conversion 56% 64%
Repeat Rate 23% 44%
1.Overall contribution of loyalty sales has been 68% with an increase from 63% in Q3 to 72% in Q4.
2. Repeat rate almost got doubled in Q4 when compared to Q3
3.Loyalty program is driving up that ATV as loyalty base is spending more 4. Customer base is also gradually
increasing as Q4 saw an increase of 16% in registration when compared to Q3
Summary
A.Rangrez
122
179
160 156
123 130 130
190
158 169
136 138
0
20
40
60
80
100
120
140
160
180
200
Bahrain KSA Kuwait Oman Qatar UAE
Loyalty ATV
Q3 Loyalty ATV Q4 Loyalty ATV
ATV ABS Loyalty Q3 VS Q4
4,3
5,6 5,2 5,1
4,3
4,8 4,3
5,9
5,1 5,5
4,5 4,6
0,0
1,0
2,0
3,0
4,0
5,0
6,0
7,0
Bahrain KSA Kuwait Oman Qatar UAE
Loyalty ABS
Q3 Loyalty ABS Q4 Loyalty ABS
Qatar has seen the best improvement in loyalty
ATV of 11% in Q4 when compared to Q3 Loyalty ATV has gone up across all the geo's in Q4
except Kuwait
A.Rangrez
Repeat Rate Loyalty Conversion Q3 Vs Q4 YTD
24% 22% 22%
21% 22%
30%
45%
42% 43%
37%
41% 41%
0%
10%
20%
30%
40%
50%
Bahrain KSA Kuwait Oman Qatar UAE
%R
pe
at
Cu
sto
me
rs
Repeat Rate
Q3 Repeat Rate Q4 Repeat Rate
67%
52% 56%
65%
71%
61% 65%
62% 58%
81%
92%
70%
0%
20%
40%
60%
80%
100%
Bahrain KSA Kuwait Oman Qatar UAE
Loy
alt
y C
on
ve
rsio
n
Loyalty Conversion
Q3 Loyalty Conversion Q4 Loyalty Conversion
Bahrain has seen the best improvement in Repeat
rate Loyalty Conversion is highest in Qatar in Q4
A.Rangrez
Registrations
UAE
22,984
BAHRAIN
53,811
KSA
314,058
KUWAIT
64,949
OMAN
38,390
QATAR
13,858
CONCEPT
.5 million
A.Rangrez
Registrations YTD
0,9
2
3
3,9
5
1,4
2,4
3,2
4,1
5
0
1
2
3
4
5
6
Feb Mar Apr May Jun
Cumulative Targets Vs Registrations
Cumltv Reg. targets Actual Registrations
Achieved target of .5 million in June
A.Rangrez
Repeat Customers YTD
13%
21%
31%
40%
45% 48%
0%
10%
20%
30%
40%
50%
60%
Jan'16 Feb'16 Mar'16 Apr'16 May'16 Jun'16
Repeat rate is continuously increasing
June’16 saw an increase of 7% in overall repeat rate when compared to May’16
A.Rangrez
Loyalty Program Region-wise Poi ts Ear ed To Redee ed Ratio Ja ’16 to Ju e’16
KSA has maximum sales due to points redemption as well as redeemers across all the geographies
Oman and Bahrain have the highest Earn Burn Ratio indicating that not may customers have reached 2500 points or
more.
Overall liability of the brand stands at 777k AED.
0 20 40 60 80 100
Bahrain
KSA
Kuwait
Oman
Qatar
UAE
Earn Burn Ratio
Overall Customers %
Customers Points Liability
0-2500 486,405 95.8% 262,574,239
2500-3000 8,069 1.6% 22,009,601 220,096
3000-3500 4,695 0.9% 15,152,088 151,521
>3500 8,421 1.7% 40,611,444 406,114
Redemption
Sales (AED)
Points
Allocated
Points
Redeemed
Earn Burn
Ratio
Liability(A
ED)
1,130,352 365,273,717 10,879,308 33.58 777,731
A.Rangrez
Campaign Performance SMS
No. of Campaigns Total Contacted Average Hit Rate Incremental Sales(in
AED)
Bahrain 5 115,830 10% 113,280
KSA 12 1,652,582 7% 2,698,104
Kuwait 3 115,857 9% 151,800
Oman 4 86,729 7% 90,170
Qatar 3 25,925 9% 8,711
UAE 3 38,577 8% 39,904
Total 30 2,035,500 8% 3,101,969
Bahrain Kuwait and Qatar depict highest response to sms.
Industry standards are at 4%. The figure will decrease with time
KSA shows relatively lower Hit Rate as the no. of campaigns is high. ROI 23X
A.Rangrez
SEGMENTATION Jan'2016 to Jun'2016
1 Value seekers represent highest percentage, the figure
however is expected to go down over the next quarter
2 The potential segment will be our focus area and campaigns
would be devised to shift them to loyal.
3 This segment will act as a brand advocate and we would
devise rewarding campaigns to ensure word of mouth.
0%
20%
40%
60%
80%
100%
Bahrain KSA Kuwait Oman Qatar UAE
20% 16% 18% 14% 18% 16%
35% 33% 35%
35% 34% 40%
45% 50% 47% 51% 47% 44%
Customer Segmentation
%High Loyal %Potential %Value Seekers
45%
40%
15%
%Sales Distribution Concept
High Loyal Potential Value Seekers
17%
34%
49%
High Loyal Potential Value Seekers
Customer Segmentation Concept
A.Rangrez
Demographics Gender Language Concept Level
%Users %Sales
Cont. ATV(AED)
GENDER
F 36% 35% 162
M 64% 65% 177
LANGAUGE
Arabic 75% 81% 186
English 25% 19% 128
Highest ATV contributions is by Arabic
speaking audience
92%
8%
%SALES
Saudi…
83%
17%
% CUSTOMERS
Bahr…
Even distribution between %customers and %sales
64% Males are contributing to 65% sales
A.Rangrez
77%
15%
4% 4%
BAHRAIN
Bahraini Indian Saudi Arabian Phillipines
87%
7% 4% 1% 1%
KSA
SaudiArabia Egypt India Syria Pakistan
20%
44%
26%
10%
QATAR
Qatar Indian Egypt Phillipines
41%
30%
13%
8%
8%
UAE
UAE Indian Egypt Jordan Pakistan
Demographics Nationality
Qatar and UAE has the most diverse audience, Indians are the 2nd largest audience in all countries.
Qatar has highest Indian Audience percentage.
65%
29%
3% 3%
OMAN
Oman India Egypt Pakistan
35%
43%
19%
3%
KUWAIT
Kuwait Egypt India Jordan
A.Rangrez
Demographic Sales distribution Jan to July 2016
Females have maximum sales contribution across Bahrain and UAE while Males are performing better across KSA, Kuwait
Oman and Qatar
Male
Female
0%
20%
40%
60%
80%
Bahrain KSA Kuwait Oman Qatar UAE
38%
73%
54% 55%
66%
43%
62%
27%
46% 45%
34%
57%
Gender-wise Sales Distribution
Male Female
A.Rangrez
Product Affinity- (bill based) best product combinations
Top Performing Categories Top two best product categories associated
WOMWCS-CASUAL WOMWBS-BASIC WOMWDR-DRESSY
CHLBOY-BOY CHLGIR-GIRL CHLBSR-BOY SENIOR
CHLGIR-GIRL WOMWCS-CASUAL CHLGSR-GIRL SENIOR
WOMWDR-DRESSY WOMWCS-CASUAL WOMWBS-BASIC
MANMCS-CASUAL MANMBS-BASIC MANMAR-ACTIVEWEAR
WOMWBS-BASIC WOMWCS-CASUAL WOMWDR-DRESSY
CHLGSR-GIRL SENIOR WOMWCS-CASUAL CHLGIR-GIRL
CHLBSR-BOY SENIOR WOMWCS-CASUAL CHLBOY-BOY
MANMBS-BASIC WOMWCS-CASUAL MANMCS-CASUAL
CHLINB-INFANT BOY CHLGIR-GIRL CHLBOY-BOY
WOMWCS-DRESSY and WOMWBS-BASIC can be be best combined
with WOMWCS-CASUAL whereas WOMWCS-CASUAL and
WOMWDR-DRESSY can be best combined with WOMWBS-BASIC There is a high propensity of MANMCS-CASUAL and MANMBS-BASIC
getting sold together whereas MANMCS-CASUAL and MANMAR-
ACTIVEWEAR are highly correlated in bills
CHLBSR-BOY SENIOR has best combination with CHLBOY-BOY and
FOOFIB-FOO INFANT BOY can be best combined with CHLINB-INFANT
BOY
A.Rangrez
Product Affinity – (Visit Based) best product combinations
Top four best product categories associated
WOMWCS-CASUAL WOMWCS-CASUAL WOMWBS-BASIC WOMWDR-DRESSY CHLGIR-GIRL
CHLBOY-BOY CHLBOY-BOY WOMWCS-CASUAL WOMWBS-BASIC CHLGIR-GIRL
CHLGIR-GIRL CHLGIR-GIRL WOMWCS-CASUAL WOMWBS-BASIC CHLGSR-GIRL SENIOR
WOMWDR-DRESSY WOMWDR-DRESSY WOMWCS-CASUAL WOMWBS-BASIC CHLGIR-GIRL
MANMCS-CASUAL MANMCS-CASUAL MANMBS-BASIC WOMWCS-CASUAL WOMWBS-BASIC
WOMWBS-BASIC WOMWCS-CASUAL WOMWBS-BASIC WOMWDR-DRESSY CHLGIR-GIRL
CHLGSR-GIRL SENIOR CHLGSR-GIRL SENIOR WOMWCS-CASUAL CHLGIR-GIRL WOMWBS-BASIC
CHLBSR-BOY SENIOR CHLBSR-BOY SENIOR WOMWCS-CASUAL CHLBOY-BOY CHLGIR-GIRL
MANMBS-BASIC MANMBS-BASIC MANMCS-CASUAL WOMWCS-CASUAL WOMWBS-BASIC
CHLINB-INFANT BOY CHLINB-INFANT BOY CHLBOY-BOY WOMWCS-CASUAL WOMWBS-BASIC
Users purchasing CHLBOY-BOY category in their first visit are highly likely to buy the following categories: CHLBOY-BOY/ WOMWCS-
CASUAL / WOMWBS-BASIC in their next visit
There's a very high propensity of users purchasing WOMWCS-CASUAL in their next visit when they purchase WOMWDR-DRESSY in their
first visit
Users purchasing MANMCS-CASUAL in their first visit are highly likely to purchase MANMBS-BASIC/MANMCS-CASUAL/WOMWCS-
CASUAL in their next visit
A.Rangrez