A specialty automotive parts retailer experienced business stagnation due to challenges posed by the market conditions.
The retailer wanted to re-invigorate its marketing campaigns by driving personalization through analytics-led customer segmentation.
WNS Triange – our data, analytics and AI practice – helped the retailer segment customers and implement personalized upsell, cross-sell and win-back campaigns.
This is our story of co-creating a personalized and outcome-driven campaign management program for a leading auto parts retailer.
Businesses often design their segmentation and targeting strategies in silos, disregarding the importance of an integrated marketing approach. Personalized marketing campaigns underpinned by customer segmentation and analytics can help enterprises grow incremental revenues, and improve customer loyalty and brand advocacy. It is also important for campaign execution teams to constantly inform and refine the customer segmentation process based on actual performance.
It faced stagnation in business due to declining demand for specialty automotive parts. Despite challenges posed by the market conditions, there were significant opportunities to increase shareholder value through better data management and engineering, advanced analytics-led customer insights and operational excellence.
We leveraged Triange Center of Excellence (CoE), a key pillar of WNS Triange (our data, analytics & AI practice), to mobilize a joint team of domain and data science experts. The team built campaigns, monitored and measured ROI, and leveraged learnings to improve campaign efficacy continually.
In the initial proof-of-value phase, WNS segmented existing customers based on RFM analysis (Recency, Frequency and Monetary) and transactional behaviors, and executed 21 targeted and personalized upsell, cross-sell and win-back campaigns. After the proof-of-value phase, WNS operationalized an ongoing and outcome-based annual campaign service for the heavy truck segment.
2.4% net incremental revenue growth in the initial proof-of-value phase
More than 10X ROI
Having signed the annual service contract, WNS is now enabling the client to achieve 2.6 percent net incremental revenue growth, higher than what was achieved at the proof-of-value phase.
WNS Triange (formerly WNS Research and Analytics practice) powers business growth and innovation for 120+ global companies with data, analytics and Artificial Intelligence (AI). Driven by a specialized team of over 4000 analysts, data scientists and domain experts, WNS Triange helps translate data into actionable insights for impactful decision-making. Built on the pillars of consulting (Triange Consult), future-ready platforms (Triange Nxt), and domain and technology (Triange CoE), WNS Triange seamlessly blends strategy, industry-specific nuances, AI and Machine Learning (ML) operations, and intelligent cloud platforms.
Driving a futuristic edge are WNS Triange’s modular cloud-based platforms and solutions leveraging advanced AI and ML to provide end-to-end integration and processing of data to actionable insights. WNS Triange leverages the combined strength of WNS’ domain expertise, co-creation labs, strategic partnerships and outcome-based engagement models.
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