Sipping Success: How Bisleri Uplifted its Conversion Rates by Opting for an Agile Engagement Platform
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Consumers are increasingly turning to digital shopping, prompting retailers to adapt accordingly. However, not all customers prefer a fully online experience. As a result, many modern retail businesses are embracing a “phygital” approach, which combines the convenience of digital shopping with the tangible experience of brick-and-mortar stores. This strategy is designed to enhance customer experience by offering the best of both worlds.
A physical and digital integration creates a seamless shopping journey for customers. They can explore products online and then purchase them from a physical store. It blends the convenience of online shopping with physical interaction, allowing customers to seamlessly discover the product online and check the in-store inventory. They can then purchase the item from whichever location they find most convenient.
This evolution in shopping habits is not just a trend; it represents a fundamental change in how consumers engage with brands. Recognizing this, retailers are making substantial investments in digital technologies to create a more cohesive shopping experience. The global digital solutions market is projected to grow at a CAGR of 11.2% from 2024 to 2030 and reach USD 52.5 billion.
In light of these changes, it’s clear that the phygital approach is poised to become a cornerstone of modern retail strategy. Brands that prioritize customer experience must adopt an omnichannel phygital engagement strategy.
The Challenges of Going Phygital: Striking The Perfect Balance Between Online and Offline
While phygital is the future of customer journeys, it is a complex path with varying steps. Therefore, although phygital offers advantages, any obstacle along the way can deter a customer. Some of the challenges are:
- An unresponsive website
- A bug-filled app
- An inefficient customer service team
How Bisleri Balanced Both Seamlessly
Bisleri, one of India’s largest bottled water brands, faced similar challenges when it came to adopting phygital engagement for their mass volumes od customers.
Ronak Sharma, Head—D2C & Digital Marketing, Bisleri, mentions, “We wanted a platform that could provide the infrastructure to support our engagement endeavors at scale.”
That’s when Bisleri partnered with MoEngage to boost their customer engagement initiatives.
Here’s a breakdown of how the collaboration panned out:
Optimizing Web Experience to Drive Conversions
Bisleri made its phygital approach a success by first optimizing the web experience for its customers. The brand adopted an omnichannel approach, leveraging MoEngage’s onsite messaging capability to set up campaigns to entice customers to redirect them to the Bisleri app. The idea was to induce FOMO with the help of discounts and offers that awaited them when they downloaded the app and signed up on the platform.
The campaign was hugely successful as Bisleri improved its conversion rate by 1.2%.
Driving Higher Engagement Rates Through Multiple Channels
Email has been a major driver for this initiative. Bisleri used MoEngage’s Flows feature to send as many as 3 million emails monthly and disseminate relevant push campaigns, nudging customers to complete their purchases and sharing offers on subscriptions.
These campaigns saw delivery rates of about 98% and open rates of 25-30%!
Bisleri also used MoEngage’s Push Amplification™ capability as a supplementary campaign to nudge users to make a purchase. These push campaigns clocked 8% clickthrough rates and saw customers complete purchases at a 1% conversion rate!
| Click here to check out how consumer brands that opt for MoEngage convert window shoppers into brand advocates. |
Automated Customer Journey Orchestration For a Consistent Customer Experience
Bisleri used MoEngage’s customer journey orchestration, creating a seamless experience at every stage of the customer journey. With these comprehensive Flows in place, engaging and re-engaging customers regularly in an omnichannel manner, Bisleri was able to achieve great retention rates:
- IOS: 16%
- Android: 10%
- Web: 3%
| Read the complete case study here! |
Driving Subscriptions and Repeat Purchases
MoEngage also helped Bisleri streamline its engagement initiatives by consistently engaging with its customers across multiple touchpoints. This consequently helped the brand drive up subscriptions and nudge customers to repurchase more and more.
Bisleri ‘Quenched its Thirst’ For Excellent Customer Engagement with MoEngage
With an agile platform like MoEngage by its side, Bisleri achieved great success across the board. Here are some of the results of this collaboration where Bisleri:
- Clocked a 1.2% conversion rate via the OSM campaigns
- Set up successful email campaigns to observe 98% delivery rates and 25-30% open rates
- Set up automated Flows to achieve great retention rates of 16% for iOS, 10% for Android, and 3% for Web
MoEngage, the choice of many leading global consumer brands, is built on AWS and uses key services like EC2, Kafka, Athena, SQS, Lambda, and Personalize to deliver real-time customer engagement for your customers.
The platform delivers personalized marketing communications within seconds while scaling up easily for businesses of every type – startups with 1000s of customers to large unicorns and enterprises with 100s of millions of customers.
If you, too, are planning to go phygital and want to see maximum ROI for your efforts, look into agile customer engagement platforms like MoEngage. The right engagement partner can help you actually improve the bottom line by supercharging customer experiences and helping your brand achieve phygital excellence.
Are you ready for it?
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