1. FABINDIA: An experiment in CRM for HOME
AUGUST 2017

2. Highly personalised, 3-phase journey
Active, Recency < 3 months
Add on to your Home Decor with new Fabindia Nexus furniture collection. Click on to see them online. {{optout}}
Active, Recency months
Loving the feel of Fabindia Furniture? Check out our all new Nexus range at a Home store near you or click on to see them online. {{optout}}
5th August, Saturday
1st SMS round
NEXUS
Lapsed, >=2 products from Furniture Dept.
Come fall in love with Fabindia real wood furniture again with the all new Nexus collection Click on to see it online. {{optout}}
Active - Home customers , ABV > 5k
Feel the comfort and class of real wood Fabindia furniture. Click on to see the all new Nexus range or visit a Home store near you. {{optout}}
Responders filtered out
Active, Recency < 3 months
You've got 1 piece, now get the whole look. Shop for the new Nova living room range at a Fabindia Home store near you. Sneak peek: {{optout}}
Active, Recency 3 – 12 months
Still looking for the perfect living room? Visit a Fabindia Home store near you or click on to see the all new Nova range. {{optout}}
25th August, Friday
2nd SMS round
NOVA
Lapsed, >=2 products from Furniture Dept.
You can't be done decorating yet! Get the new Nova range of Fabindia living room furniture at a store near you or click on {{optout}}
Active - Home customers , ABV > 5k
You can't be done decorating yet! Get the new Nova range of Fabindia living room furniture at a store near you or click on {{optout}}

3. Highly personalised, 3-phase journey
25th August, Friday
For responders to the 1st SMS round
3rd SMS round
TARGETED
13 personalised SMS’s sent basis their last purchased product
Category
Suggested texts
Sofa
Your new Sofa looks great! Add to the room with some gorgeous Fabindia Floor Coverings, Cushion Covers and Upholstery to match. At a Home store near you.
Wardrobe
You can't be done decorating your bedroom yet! Add on to the feel with Fabindia's Décor range and Lighting options. Come to Home store near you today.
Cabinet
Complement your newly bought Cabinet with Fabindia's range of Home Furnishing, Decor and Lights. Get the whole look at a Home store near you.
Chair
Your new Seat is beautiful! To complete the room, add on Fabindia's range of décor and lights from a Home store near you.
Bed
Enjoying the new Bed? Get some gorgeous Bed linen to complement the look from a Fabindia Home store near you. Bed & Cushion Covers and Quilts in stock.
Table
The new Table is the first step! Don't miss out on Fabindia's colourful Table Linen, Crockery and Ceramic ware, at a Home store near you.
Diwan
The Diwan is so elegant in that room! Complement it with Fabindia's range of Cushion Covers, Floor Coverings and Decoratives, from a Home store near you.
Rack
Complement your newly bought Rack with Fabindia's range of Home décor, Floor Coverings, Furnishing and Lighting, now at a store near you.
Bench
Sit pretty on that new Bench but don't miss out on Fabindia's range of Home décor, Floor Coverings, Furnishing and Lighting, now at a store near you.
Misc.*
Accessorize your newly bought furniture with Fabindia's Home décor, Floor Coverings, Lights and Giftware. Visit a Home store near you.
Trolley
That new Trolley is a great start! Complement the new home with Fabindia's range of Crockery, Table ware and Ceramic bowls, available at a Home store near you.
Shelf
Have you decorated that new Shelf yet? Come over to the closest Fabindia Home store to see our range of décor, lighting and upholstry.
Mirror
Mirror, mirror on the wall! Come over to the closest Fabindia Home store to add décor and lights to your gorgeous looking room.

4. 1st SMS had great hit rates
Response Hit Rate highest amongst most recent Active audience
27.5L additional revenue generated by responders to the SMS (captured over subsequent 10 days)
Good conversions to the specific range mentioned : 85 customers bought 111 pcs
Nexus Mirror most popular (20% conversions to this product)
Nexus range contribution increased from 2% to 2.5% , measured from 13th Jun'17 vs during campaign period
Furniture Category
Others products
Nexus products
Table
1,497
36 (2%)
Chair
1,306
7 (1%)
Cabinet
306
32 (9%)
Bed
216
17 (7%)
Mirror 77
19 (20%)
KPI
Audience_group
ROI Duration
Contacted
Responders
%Hit Rate
Delta HR
Responders Revenue
Transactions
Campaign Uplift Revenue (Rs.)
TEST
Category Recency < 3 months_ActiveFurniture to
3,656
284
7.77
2.38
22,87,534
358
7,00,686
Category Recency > 3 months and < 12 months_ActiveFurniture
9,317
720
7.73
1.71
40,79,012
944
9,02,343
Customers who bought >=2 products from Furnitutre dept_Lapsed
9,397
551
5.86
1.88
32,13,141
706
10,30,837
High ABV buyers ABV > 5k_ActiveHome
15,659
762
4.87
0.10
56,65,929
982
1,16,344
CONTROL
Category Recency < 3 months_ActiveFurniture ( Control List ) --
408 22
5.39
1,54,707 31
Category Recency > 3 months and < 12 months_ActiveFurniture ( Control List )
1,363 82
6.02
4,25,971
103 -
Customers who bought >=2 products from Furnitutre dept_Lapsed ( Control List )
1,735 69
3.98
3,39,173 89
High ABV buyers ABV > 5k_ActiveHome ( Control List )
2,243
107
4.77
6,37,394
145
27,50,210

5. Top performing cities & stores
Top 5 performing Stores
Cities
Nexus Qty.
Mumbai
21 (19%)
Bangalore
17 (15%)
Goa
14 (13%)
Kolkata
12 (11%)
New Delhi
Stores
Nexus Qty.
New Delhi - Lajpat Nagar
12 (11%)
Kolkata - Hindustan Park
11 (10%)
Mumbai - Ghatkopar2
10 (9%)
Pune - Phoenix Market City
7 (6%)
Bangalore - Koramangala
6 (5%)
Note:
Considered data from 13th Jun’17* till 22nd Aug’17
Considered only those stores where Nexus products were sold
* Nexus products started selling post this date

6. 2nd burst had a small increment
Response Hit Rate highest amongst most recent Active audience
6.21L additional revenue generated by responders to the SMS (captured over subsequent 10 days)
Audience group
Total No. Targeted
TARGET
Control
Campaign Uplift Revenue (Rs.)
Variable Cost of Campaign
Campaign Efficiency Factor (1:__ )
Contacted
Responders
%Hit Rate
Responders Revenue
Contacted Control
Responders Control
%Hit Rate Control
Responders Revenue Control
Active, 3-12 months
9,432
8,056
438
5.44
28,13,786
1,376 79 6
7,99,910
806
Active, <3 months
3,643
3,235
161
4.98
12,84,158
408 24
2,18,324
324
Active, ABV > 5k
16,456
14,162
480
3.39
35,78,907
2,294 80 3
6,08,870
1,416
Lapsed, >=2 products
10,249
8,514
345
4.05
19,71,657
1,735 45
2,62,017
7,10,770
851
835
TOTAL
39,780
33,967
1,424
4.19%
96,48,508
5,813
228
3.92%
18,89,121
3,397
183 TG
Message Text
Active, Recency < 3 months
Add on to your Home Decor with new Fabindia Nexus furniture collection. Click on to see them online. {{optout}}
Active, Recency months
Loving the feel of Fabindia Furniture? Check out our all new Nexus range at a Home store near you or click on to see them online. {{optout}}
Lapsed, >=2 products from Furniture Dept.
Come fall in love with Fabindia real wood furniture again with the all new Nexus collection Click on to see it online. {{optout}}
Active - Home customers , ABV > 5k
Feel the comfort and class of real wood Fabindia furniture. Click on to see the all new Nexus range or visit a Home store near you. {{optout}}
Private and Confidential
2/25/2019

7. An additional 44L from the 3rd leg
Total Contacted - 2,970
Total Responders - 432
Hit Rate  = 14.5%
Total Responders Revenue Lakh
ABV = 10,328
Responder's Hit Rate: 14% | Redeemer Hit Rate: 6%
ROI Duration
Audience_group
Contacted
Responders
%Hit Rate
Responders Revenue
Redeemers no.
Redeemers sales to
Bed 87 15
17.24
1,94,389 6
65,400
Bench 58 7
12.07
98,228 4
13,480
Cabinet
161 22
13.66
4,53,794 10
54,801
Chair
196 21
10.71
2,48,327
40,240
Diwan 14 1
7.14
6,200
2,770
Mirror 5
23.81
20,405 2
4,720
Misc
1,519
262
17.25
21,71,190
102
3,98,609
Rack
101
3.96
18,310 -
Shelf 94 13
13.83
2,32,005
14,390
Sofa
125 17
13.60
2,58,145
28,540
Table
551 62
11.25
7,49,062 29
1,02,560
Trolley 37
2.70
7,680
Wardrobe
33.33
4,060
TOTAL
2,970
432
14.55%
44,61,795
172
7,25,510
*Redeemers: Home (Except Futniture) Buyers for campaign duration

8. Total uplift in revenue via CRM
In summary
The campaign success rate averaged 6-8% vs the regular 2-3%
CRM was able to generate an additional 79.2L worth of revenue
Of this, 0.5% - 6% (different from one campaign to the other) contributed directly to the Home category
Targeted campaigns work far better than generic ones
‘Home’ shoppers are sticky for the first 2-3 months post their first purchase – the understanding here is that people do up their homes with multiple quick purchases in the first few months & then once their home is complete, the category demand dies out
Campaign
Total uplift in revenue via CRM
1st burst Nexus
27,50,210
2nd burst Nova (non responders of 1st burst)
7,10,770
2nd burst Specific (responders of 1st burst)
44,61,795
 TOTAL
79,22,775
*Redeemers: Home Buyers for campaign duration

9. THANK YOU