crm analysis fashion retail

CRM TWENTY4 PRESENTATION

BOARD

A.Rangrez

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


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%


%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%


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

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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

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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

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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%


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%


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

crm analysis fashion retail

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