Saudi Arabia’s fastest-growing retail brand eXtra, offers a range of leading international consumer electronics brands and stocks. Its extensive product range includes TVs, audio systems, computers, mobile phones and IT communications, cameras, home appliances and personal care products. Recently, the Saudi-based retailer implemented the WebEngage Retention Operating System to grow purchases using localised user and marketing engagement campaigns.
eXtra is one of the leading and fastest-growing retail brands in Saudi Arabia.
Established in 2003 by the United Electronics Company (UEC), eXtra offers all the leading international brand products and stocks an extensive product range including TVs, audio systems, computers, mobile phones and IT communications, cameras, home appliances, and personal care products.
The product range is supported by comprehensive after-sales services such as
extended warranty, free home delivery, and installation services.
Today, eXtra caters to millions of shoppers and has over 45 stores across the Kingdom of Saudi Arabia, two stores in Bahrain, and three in Oman.
The objective
As a retailer operating in a highly competitive landscape, eXtra aims at making every shopper’s online shopping experience enjoyable, hassle-free, and memorable. To provide a true multi-channel experience, the team at eXtra was
looking for a full-stack retention operating system that would help the company with getting a unified view of each shopper, segmenting shoppers based on geography and behaviour, and engaging shoppers across multiple channels and devices
After evaluating a few retention operating systems, eXtra partnered with WebEngage to power its user engagement and retention initiatives.
The customer success manager (CSM) at WebEngage and the product and marketing managers at eXtra came together to delve deep into the challenges eXtra had been facing and come up with a customised solution.
According to WebEngage, its WebEngage Retention Operating System is a suite for marketers to store user data, provide actionable insights and orchestrate omnichannel campaigns by leveraging user insights to provide hyper-personalised end-user experiences.
Use case
Some of the primary use cases the team at eXtra wanted after implementing the WebEngage Retention Operating System included improving product discovery and engage new visitors and provide a seamless experience and make it easy for new shoppers to navigate through the platform and get to what they are looking for quickly.
Based on this need, the customer success team at WebEngage caught up with the stakeholders at eXtra to get an in-depth understanding of the use case and came up with a customised solution.
After careful consideration, WebEngage’s Customer Success Manager along with the team at eXtra came up with a data-driven approach that leverages abandoners browsing behaviour to send hyper-personalised campaigns.
eXtra created a journey using WebEngage’s Journey Designer to target abandoners’ who dropped off from the product page.
The journey targeted both Android and iOS app users through a single campaign.
Improve product discovery and engage new visitors
Following eXtra implementation of the WebEngage Retention Operating System, the retailer has received significant traffic through desktop and mobile devices and caters to around 4.5 million monthly active users (MAU) on its online properties. With such a vast user base and a wide range of products and offerings, the team at eXtra aims to provide a seamless experience and make it easy for new shoppers to navigate through the platform and get to what they are looking for quickly. It’s easy for new shoppers to get overwhelmed and get lost on the platform. So, the team at eXtra wanted to onboard new shoppers to make a strong first impression and help them narrow down their search and discover current offers and discounts running on the platform to drive purchases.
“The WebEngage Retention Operating System enables us to create personalised shopper engagement strategy to make every communication more meaningful to shoppers. With region-specific targeting, we are able to deliver localised content on the shopper’s preferred channels of communication and cut down our communication cost significantly,” said Shahin Riaz, Head of Product, eXtra.com. “The WebEngage Retention Operating System enables us to deliver localised content on the shopper’s preferred engagement channels and cut down our communication cost significantly.”
Granular segmentation and contextual communication at scale
In an industry flooded with too many providers, delivering value and delight to shoppers right at the start of their purchasing journey has become a priority. To stand out from the crowd, it’s important to personally engage with shoppers on the right channel and at the right time.
The team at eXtra wanted to engage with new shoppers right after they first land on the platform but was finding it challenging to segment shoppers based on different geo locations (Saudi Arabia, Bahrain and Oman), send contextual and timely communication across multiple channels and automate engagement to onboard new visitors at scale.
Automated welcome campaigns
Keeping the above challenges in mind, the customer success manager at
WebEngage and the team at eXtra designed user engagement journeys using
WebEngage’s Journey Designer to onboard the new visitors. According to WebEngage, automated welcome campaigns are a great way to jumpstart a relationship with new shoppers as it shortens their path to the first conversion by guiding them with relevant on-going offers.
For example, the journey starts when the shopper enters the segment – ‘Bahrain New Shoppers – Arabic’. The segment targets all new shoppers who are located in Bahrain and speak Arabic.
Results
Using the Journey Orchestration feature on WebEngage’s Omnichannel Campaign Manager, eXtra has been able to automate welcome campaigns at scale, improve shoppers’ online shopping experience across channels and devices, and provide instant value to its new shoppers.
With the help of user journeys, the team at eXtra witnessed amazing results as 8.92% of the targeted Bahrain shoppers viewed the product and 31.78% uplift in the number of Bahrain shoppers who viewed the product.
A lot of online shoppers exhibit the following behaviour: visit the online store and view a product, gather some insights on prices, brand, quality and leave without adding the product to the cart or buying it.
It is this set of shoppers that shows interest in a product but abandons the website page or the product section on the app without adding products to the cart that eXtra using the WebEngage Retention Operating System wanted to target and adddress. This is avery common event faced by a lot of e-commerce businesses.
Generally, marketers spend a lot of time and resources on either acquiring new
customers or targeting them only when the shoppers have added products to the cart.
But what about those shoppers who showed buying intent but left without adding the product to the cart or buying them?
This is what eXtra wanted to address and didn’t want to overlook this segment of shoppers and lose the opportunity to recover lost leads. The at eXtra team wanted to target these abandoners early on in their journey and finally push them to add the products to the cart and eventually buy them.
With every interaction on the platform like search, clicks, etc., shoppers express various levels of purchase intent even before adding an item to the cart.
The team at eXtra wanted to engage these abandoners with hyper-personalised
communication to retain them early on in their lifecycle, prompt them to quickly add to the cart, and eventually motivate them to purchase.
But delivering highly personalised and contextual messages at scale is easier said than done. The team was facing a few roadblocks to track shoppers’ behaviour and actions on the mobile app and contextually engage with mobile and web app shoppers across devices. So, eXtra wanted to deliver targeted, data-backed engagement campaigns that enable one-to-one communication with abandoners.
To address this, eXtra has been able to create a workflow using WebEngage’s Journey Designer and engage with abandoners on a personal level to drive purchases. WebEngage has empowered eXtra to boost its shopper engagement significantly and is able today, the retailer has achieved a 33% increase in purchases through cart abandonment campaigns, 21% of the total revenue generated through cart abandonment campaigns, 18% of the targeted Saudi shoppers placed an order via multi-lingual campaigns, 13.21% of the targeted Bahrain shoppers placed an order via multi-lingual campaigns and 13.31% of the targeted Oman shoppers placed an order via multi-lingual campaigns.
WebEngage is a customer data platform and retention operating system that makes user engagement and retention simplified and highly effective for consumer tech enterprises and SMBs. The platform helps brands drive more revenue from their existing customers and anonymous users through highly contextual, hyper-personalised engagement campaigns across 10 communication channels. Product and marketing practitioners, across the world, design intuitive user lifecycle journeys on the WebEngage dashboard to convert existing users through data-backed, timely omnichannel engagement campaigns. The platform offers in-depth product and marketing analytics for brands to track growth metrics and campaign performance effectively. WebEngage powers the user engagement for thousands of brands worldwide, working across several industries like e-commerce, Edtech, FinTech, Foodtech, media and publications, gaming, BFSI, healthcare and online retail.
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