The Covid-19 virus came as a bane for all companies around the world. With Kaya Clinic, the situation was no different. 23 of the 100+ clinics were shut down. As a result, 17.1% of the customer base was unable to access their services. The objective was to recover the lost opportunity and re-activate them.
INDUSTRY
Beauty & Wellness
Result
Increase in Average Weekly Revenue
Increase in Revenue from Closed clinic customers
Achievement in Conversion from top tier customers
Kaya Clinic has set a bar of excellence for providing skincare, haircare, and dermatologist-led beauty solutions for almost two decades. Everyone desires beautiful skin and gorgeous hair, and with more than 100 stores across India and the Middle East, and the largest pool of dermatologists, Kaya has served 800,000 customers.
Revenue from Closed clinic customers increased by 27% with Xeno
Kaya Clinic achieved 59.7% Conversion Rate for its top tier customers (Platinum, Gold & Gold Elite)
The Covid-19 virus came as a bane for all companies around the world. With Kaya Clinic, the situation was no different. At the onset of the pandemic, 23 of the 100+ clinics were shut down. As a result, 17.1% of the customer base was unable to access their services. Since a significant chunk of revenue came from these customers, the objective was to recover the lost opportunity and re-activate them.
First, Kaya divided its customers according to pending sessions. This gave a fair idea about how many customers can be won back. Next, they divided them by 4 tiers including Platinum, Gold, Silver, and Non-Members. This was done in order to identify high-value customers. After successful segmentation, Kaya decided to personalize content for each customer based on their tier and the services they were interested in. To improve the efficacy of the campaigns, a weekly reporting dashboard was set up to see the exact progress on the targets for each and every segment.
“Xeno has helped in the retention of top tier Kaya customers by pluggging in customer insights for customer segmentation and curating campiagns with customised messaging & offers. The team has been continuously involved to ensure Kaya succeeds in everything we do”
After formulating an effective three-step strategy, Kaya ran a number of different campaigns to help achieve the objective. All these campaigns were highly personalised and used a variety of channels like SMS, Facebook, Instagram and WhatsApp. After each campaign, the results were analysed and new insights were incorporated into the strategy.
As a result of intelligently segmenting customers, prioritising the right segments and sending highly personalized campaigns, Kaya was able to bring back a huge chunk of its closed clinic customers to complete their sessions.
51% Increase in Average Weekly Revenue
27% Increase in Revenue from Closed clinic customers
59% Achievement in Conversion from top tier customers
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