Headquartered in Dubai, UAE and with over 1 million+ downloads, Brands For Less group is a leading off-price retailer of fashion and homeware. BFL offers men’s and women’s high-quality designer brands at up to 80% less than the recommended retail price.
Apart from the BFL brand, the group also comprises of Tchibo franchise for the MENA region, selling the German brand’s homeware and basic apparel at very competitive prices, Toys for Less, for kid’s apparel and costumes at outlet prices, and Muy Mucho, a Spanish homeware brand with its first store in Malta.
Winning customers' trust by engaging with them at every touchpoint was essential to BFL. Before partnering with MoEngage, the brand was majorly running generalized campaigns with only a few personalized campaigns. Moreover, the brand ran disparate point solutions instead of an integrated platform. This led to lower conversion rates than expected. In a nutshell, BFL identified its challenges across single customer views, improvement in insights and analytics, and generalized campaigns. To overcome these challenges and build upon behavioral analysis to target different cohorts, BFL decided to drive insights-led engagement using MoEngage.
Customer engagement for us is critical. As a retailer, you always want to engage with the traffic that is coming in. It does not stop at a one-time transaction but rather spreads over the customer lifecycle stage through repeat purchases. Our main KPIs were Engaging, Converting, and Retaining. This is where MoEngage helped us by providing rich insights on our customers, enabling us to drive personalized campaigns
With the assistance of MoEngage’s platform, BFL has developed a single customer view, allowing them to understand the channel preference of each customer. Using segmentation, the brand was able to analyze and experiment with customer activities. Additionally, with the help of MoEngage’s insights-led platform, BFL could optimize elements like curiosity, urgency & wordplay to draft engaging content. This was finally coupled with the insights on a preferred time to engage. As a result, open and click rates performed much better than the industry average. The brand ran various promotional campaigns and event-triggered campaigns, resulting in higher conversions and an increase in the average order value.
The customer success team at MoEngage also assisted BFL in creating a meaningful engagement strategy by focusing on segments and cohorts. This way, BFL could connect with customers at every touchpoint of their lifecycle by analyzing their entire trail of activities since onboarding. Additionally with the local support from MoEngage, not only was the team able to assist Brands For Less in their engagement efforts, but also shared key relevant pointers, guiding the brand in driving personalization with communication.
Using MoEngage, Brands For Less were able to:
