Acquisition is costly business. What is costlier, is low retention. What do you do with acquired consumers? Purchase marks the end of courtship and the beginning of a relationship with your consumer. How you nurture that relationship here on determines its longevity and "happiness". What happens post purchase? - Post purchase anxiety - In case of a high involvement category, what the consumer didn't buy starts to feel more valuable than what she did, reassurance at this stage

I first came across RFM Analysis - Recency, Frequency, Monetary Value in b-school through Professor Shivram Apte. At that time, point of sales data from organised retail was helping FMCG brands drive decision making and RFM was once such tool that was taught to us. RFM is a segmentation tool that used percentiles to group consumers on 3 axis When did they last purchase - Recency How frequently do they purchase - Frequency How much do they purchase - Monetary Value Depending o

Consumer retention is the holy grail of #performancemarketing and it’s an assured way for #d2cbrands to ensure long term, profitable growth. To have a robust consumer retention strategy, brands need to look at a consumer behaviour out approach while using the available purchase data to form testable hypotheses. These hypotheses can be turned into marketing campaigns to be run on digital platforms. It’s a cyclical process where consumer data, category insights and testing lead

Are you using them? Instagram keeps rolling out new features to enhance user experience and get content creators/ brands to engage better and more seamlessly with their users. Staying updated and using these features can help you connect with your community in newer and richer ways. Here are some new features that have been roller out recently. 1. Simultaneous Live Stream This feature is under test, where livestreams can work seamlessly across linked Facebook and Instagram pr

Who should manage performance marketing and how should the spends be classified? In the era of radio, print and television, the communication medium itself did not lend itself to be a shopping destination, brands would build awareness but the eventual call to action would take place in a retail environment, this kept the life fairly simple, marketing teams would manage communication with consumers and shoppers. Shopper marketing and trade marketing would manage the retail env

Quarantine and Business Productivity. The last 2 months have been the biggest disruptor in recent history. We have never been tested at this scale, given the physical danger to our loved ones, this period has also given all of you a lot of time on hand. Keeping ourselves gainfully occupied can help us in managing our mental wellness. For businesses this is an unproductive time, but there are few things you can do to spend this doing things that otherwise take a back burner. R