Case Study

We enabled a leading ecommerce player in beauty & personal care category to boost conversion rates and drive revenue

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Segment

Retail

The Results

0 %

Increased Conversion Rates

0 %

Reduced Market Spend

The Challenge

The client is a leading online marketplace specialising in Beauty and Personal Care (BPC), serving a customer base of more than 35 million shoppers. The company sought to enhance the customer shopping experience and improve conversion rates through highly targeted, data-driven marketing strategies.

To improve marketing efficiency, the client aimed to reduce campaign expenditure while increasing conversions in the highly competitive BPC market. They identified advanced customer segmentation and Recency, Frequency, Monetary (RFM) analysis as key capabilities for identifying high-value audiences, delivering more relevant campaigns, and maximising marketing return on investment.

The Solution

1 ADA’s leveraged segmentation techniques combined with RFM to effectively target buyers Discovery

Discovery: Conducted a comprehensive evaluation of existing customer segments to identify opportunities for improved targeting and campaign effectiveness.

2 Segmentation Algorithm

Redefined customer segmentation using the Recency, Frequency, and Monetary (RFM) framework.
Applied multiple clustering algorithms to identify and create four distinct, data-driven customer segments.

3 Cluster-based Offer

Designed personalised offers and promotions for each customer segment based on their unique purchasing behaviour, preferences, and value characteristics.