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Ritu Kumar enhances customer interaction with Capillary
Oct '14
The Indian designerwear brand Ritu Kumar has joined hands with Capillary Technologies to launch a tier based loyalty program, Ritu Kumar Premium Club, which aims to translate personalized customer experience into business value.

The program not only helps the brand to enhance its interaction with loyal customers but also drives business operations based on customer preferences and expectations, with clear insights into how customers shop, what they love and expect, and how they can be brought back into stores with better promotional and shopping experiences.

The data-driven customer engagement initiative, which is run by Capillary’s omni-channel customer data acquisition, analysis and engagement solution providing service Intelligent Customer Engagement, informs the label’s frontline assistants about the customers whom they need to touch base with and helps marketing managers run and track the performance of engagement campaigns.

The digital solution also assists in making intelligent marketing strategies based on customers’ known preferences and major events such as birthdays and anniversaries. The solution generates extra revenue during campaign periods.

While commenting on the program, Amrish Kumar, CEO, Ritu Kumar, says, “Our key objectives were to launch a loyalty programme spanning all of our premium brands, invest in understanding our customers’ needs and motivations, and use those insights to engage better with customers in a timely and smart manner. Our customers expect meaningful one-on-one conversations with a personal touch. Capillary’s platform for intelligent customer contact management best suited our needs, comprehensively serving our existing stores with the bandwidth to seamlessly scale up to newer stores.”

Abhijeet Vijayvergiya, the Vice President and India Business Head, Capillary Technologies, also said in a statement, “Helping the brand get smarter about customer interactions was a top priority. A points-based loyalty programme is upcoming and aggressively recognises customers’ lifetime value and loyalty stages. Engaging with customers based on that metric is a sound growth strategy.”

The data-driven focus, within just a year, has helped the label in reaping sizeable benefits by being technology savvy to track customer interactions, trends and choices. It has built rich customer profiles with high repeat conversions.

Started in 1969 by the 69-year-old eponymous designer, the Ritu Kumar brand specializes in the ancient traditions of Indian craftsmanship in a contemporary vocabulary. The label has a presence in over 35 stores in India and Dubai. (PB)

Fibre2fashion News Desk - India

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