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 Background

Despite the general economic slowdown, festival seasons still remain

a strong trigger for Retail shopping!

Marketers often spend a large part of their annual marketing budgets

to push sales during this season

However it is possible to look at store sales ,merchandize category

sales & loyalty program data in an integrated fashion to help retailers
correctly direct their Festival marketing spend and impact footfall and
ticket sizes in the stores
 Challenges in a Retail Store

Identifying the marketing challenges in a Retail store based on

the organization expense and investment stream

Margins Inventory Space People

- Markdowns, -High Cost of - Costs 10 to - Typically
Expense shrink and other Holding 25% of Sales to 40-60% of
“reductions” - Extremely High Keep Operating
Stream Cost If Holding - Tough To Get Expense
the “Wrong” In & Out - Have No
Kind! “Shelf-Life”

- Technology - 60-80% of Working - Extremely Costly

- 25-50% of All
investments are
Investment a prerequisite for
Capital - 40-60% of Assets To Get & Retain
All Assets - Not Enough Bodies
Stream improving Net
- Costs $100-$300
with the Right Skill
to Build a Foot
Margins Sets & Attitudes

Maximize value from Create opportunity for repeat purchase

walk-ins through X-sell and Up-sell
Marketing Identify high potential customers Increase store engagement
Challenges and maximize the value among loyal customers

Migrate customer engagement across all the levels in the store

 Immediate Challenges during the
festive seasons

The frequency of the visit of loyal customers to the

store will be high – How to engage the customers
through out the festival sale period and maximize
value?

Activate the loyal customers to visit How to bring in

the store – with the right offer with new customers
the right message to the right and increase the
customers walk-ins?

How to make
the the Whom & what How to increase
Retailer’s product to Up- store
Festival Sale the sell and X-sell? engagement?
talk of the town?
 Immediate Challenges during the
festive seasons

Cequity can kick start a program within 2-3 weeks time and
run the program to deliver the following for the Retailer:

Study the data structure of
the Retailer ; transform the
data on Cequity ACE™;
get ‘single view of
customer’
Analyse the data and
submit a comprehensive
analysis of data; validate
the findings with the
marketing team
Draft the program charter
Analyze the past festival
promotion campaign –
identify the learning
Complete Customer
Profiling & Segmentation at
Transaction level; Market
Basket Analytics; Customer
scoring based on purchase
behavior pattern and
structure festival shopping
campaign
Campaign structure to
revolve around:
2.Increase the repeat
purchase among loyal
customers
3.Increase ticket size of
purchase
Track and measure the
campaign performance
 Customer Profiling & Segmentation

Customer profiling and segmentation

- Identify target base for retaining
Customer based on transactional behavior high potential and loyal customers
Profiling & pattern will provide an insight to - Launch specific campaigns for the
Segmentati target with a specific offer
on identify target base for focus - Increase repeat purchase & retain
marketing.

  FREQUENT HIDE & SEEK IRREGULAR VANISHER

Customer Spend

HIGH Loyal Potential Potential Nascent

HIGH-MEDIUM Loyal Potential Potential Nascent

MEDIUM Potential Potential Potential Dormant

LOW-MEDIUM Potential Nascent Nascent Dormant

LOW Nascent Nascent Dormant Dormant

Customer visit
 RFM Analysis

Analyzing the customers based on -Identify next best product for

their Recency; Frequency; Monitory different segments of
RFM value to determine the high, customers.
Analysis - Right product offering to the
medium, low value customers to run
right customer
differentiated campaigns .

High score

Recency
Months Score Frequency Monetary
1-6 5 No of times Score Average Purchase ($) Score
7 - 12 4 6+ 5 Over 1,000 5
13 - 24 3 4-6 4 Between 500 to 1,000 4
25 - 36 2 3 3 Between 250 to 500 3
37+ 1 2 2 Between 100 to.250 2
1 1 Less than 100 1

Low score
 Market Basket Analytics

Retail Market Basket Analytics will -Identify next best product for
Market analyze the relationships among items different segments of
Basket customer purchases with consumer customers.
Analytics information and predict what the - Right product offering to the
customer is most likely to purchase next right customer

How are the demographics of the

neighborhoods affecting what
customers are buying?

Where should bedroom

accessories be placed in the store
to maximize their sales?

Are perfume products purchased

when lingerie & shoes are bought
together?

Is men’s tie purchased with leather

wallet? Does the brand of Men’s
Tie make a difference?
 Proprietary Framework-
Cequity ACE™ Suite

• Accelerate marketing ROI

now
• Pay-as- you- use” vs.
traditional “high investment”
CRM products
• On Demand” application is
up & running in days
• Analysis@speed - Follow
your “Train of thought”
analysis
• Campaign@speed

The hosted solution delivers rapid data segmentation through to

comprehensive analytics, campaign management and measurement
& reporting
 Single View of Customer

Data from different s ource and s ys tem can be integ rated to

g ive a s ing le view of cus tomer on C equity AC E TM platform
 Our Approach

 Standardization of MI & Reporting

requirements
 Creation of “Single  Automation
Customer View” to  Value add to existing reporting
enable any MI & process for better understanding of
Reporting needs Marketing process
Customer
 Reduce TAT
information

Campaign MIS &

Cequity
Management Reporting
ACETM

Analytics

 Structured Campaign activities  Segmentation to identify the right

 Increase variety and types of customer groups for campaigns
campaigns:  Modeling Activities:
 Event driven campaigns  Acquisition
 Run complex campaigns (multi-  Propensity (Up-Sell, xSell)
channel, multi-products)  Churn / Retention
 Structured customer contact setup
 Smooth and easy campaign tracking
and measuring effectiveness
 Cequity ACE™ - Framework

Cequity ACE™ is designed for marketing professionals to create a

competitive advantage in marketing and deliver high ROI

Cequity
C e q uACE™
ity A C (Accelerated
E ™ (A c c e le Customer
r a t e d C u sEngagement)
to m e r E n g a gFramework
e m e n t)
Gather & Manage Data on
F ra m e w o rk
Analyze Data/ Draw Apply Insight and launch
Cequity ACE™ Insight on campaign on
Enterprise Manager Cequity ACE™ Analyzer Cequity ACE™ Campaigner
Data Intelligent
Segmentation Profiling & Campaign
Single View Enrichment Insight
& Value Propensity Management
of Customer & Driven
Analysis Modeling & Execution
Refinement Interactions

Close the loop so customer responses are quickly incorporated into

future analytics

Cequity ACE™ makes it possible to analyze, segment, identify and communicate

with large volumes of customers and contacts on an individual basis and make a
performance driven multi-channel marketing a reality
 Cequity ACE™ - Benefits
The key benefits the Retailer will derive on Cequity ACE™ Framework
C equity AC E™   C equity AC E™   C equity AC E™
Enterpris e Manag er
Organize customer data
accurately & quickly in a
few days
• Helps you transfer data
from different sources in to
single platform and
connecting relationships
between tables in an easy
to use point and click
environment.
• Transfer data from any
type of system
(Operations, Transactions
etc.) and any type of file
• Creation of a single
customer view is easy, fast
and quick
Analyzer
Mine your customer data
for immediate marketing
action
• Ability to “slice & dice”
data using your “train of
thought”.
• Accessing data at a very
high speed – few million
records per sec.
• Column based indexing
methodology. Scalable to
take advantage of multi-
processor machines,
including hyper threading.
• Visual representation of
data through – Venn
diagrams & graphs.
C ampaig ner
Launch your targeted
campaigns in quick time
• You can plan, execute
and measure campaigns
• Launch campaigns on
multi-channel and multi-
stage campaign at ease
• Increase the velocity of
the campaigns.
• Email, SMS and MMS
Execution
• Dynamic Content;
Content Personalisation
• Simple to use Interface
 Cequity ACE™ Analyzer - Benefits

• Ability to “slice & dice” data

using your “train of thought”.
• High Speed Visualisation
• Drag & Drop Marketing
Analysis
• Segmentation
• Easily Define Targets
• Create New Measures
• Very fast access to data -
Millions of Records in Seconds
• Allow Marketing to ‘own’ the
Customer View
• Query : 17.6 million records
per second per field (Age
groups of customers)
• Profile : 17.6 million records
per second (Average sales by
region / zone for all region
/zone)
 Actionable Customer Management
Framework
Client Access Benefits
• Cost savings
Cequity ACETM
Loyalty Customer Data • New
Revenue
Transaction Data
• Quick action
Redemption Data on
performance
Brand Attributes drivers

Segmentation on customer • Improved

base response & ROI

Create cluster base on • Incremental

C C C C revenue
strong patterns & trends 1 4
2 3 through
program
innovation

• Delivering on
corporate
Build Analytics Models C C C C business goals
1 2 3 4
• Customer
Create Product Mapping Profitability &
Share of wallet
Cequity is a “marketing automation & analytics” firm combining tier 1
advisory skills with a highly qualified and world-leading analytics engine
CEQUITY Overview
• Senior team drawn from top- CEQUITY Proposition
tier strategy firms
• Serving CXO-level executives
at majority of clients Cequity is focused on driving customer profitablity
• Strong expertise across
multiple industries • Strategic advice based on foundation of extensive data
analytics, and unique actionable analytics™ framework

• Leverage lower cost base while delivering highest quality of

• Over 35 consulting
professionals based in India
• Senior team of international
thought leaders, lecturing at
MIT and Wharton
• Deep analytics and statistical
modelling expertise
work
Distinctive New Proposition
• Combination of Analytical & Campaign Management
capability, leading to tangible business impact
• Unique “factory” approach to modelling and campaign
management, leading to scalability at affordable cost
 Cequity : A profile

• Cequity is a part of the Hansa group-total

revenue US $ 125 million ,over 1000
employees

• Hansa is a group with a 40 year old legacy

in Marketing services with a strong
relationship with Omnicom-one of the
world’s largest Communication groups
 Our difference: Blended
Integration

Campaign
Customer Management
Analytics Services

Customer
Experience

Information
Management
Thank you