MoEngage Case Studies Cocomelody: Boosting Sales and Customer Engagement with IoT

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	Cocomelody: Boosting Sales and Customer Engagement with IoT MoEngage

Cocomelody: Boosting Sales and Customer Engagement with IoT

MoEngage

Technology Category	Analytics & Modeling - Big Data Analytics Analytics & Modeling - Data-as-a-Service
Applicable Industries	Apparel Equipment & Machinery
Applicable Functions	Procurement Sales & Marketing
Challenge	Cocomelody, a popular bridal brand, was facing challenges in maintaining customer engagement and increasing conversion rates. Despite using multiple tools for cross-channel customer engagement and online ads with Google and Facebook, the brand was experiencing a significant drop in users at various stages of the purchasing journey. The conversion rates of their ads were not growing, negatively impacting their overall return on online ad spend (ROAS). The brand also identified a lack of dynamic messaging and intuitiveness on their website and app, and they were unable to pinpoint the exact drop-off points. Overall, they lacked crucial data analytics and the ability to personalize engagement campaigns. The brand's team decided to opt for a more dynamic and centralized engagement tool that would enhance customer interaction. Read More
About Customer	Cocomelody is a renowned bridal brand offering haute couture for bridal and wedding parties at affordable rates. The brand is known for its omnichannel retailing across offline and online stores, ensuring shoppers get a unique, hassle-free buying experience. Cocomelody has catered to more than 6,000 brides and 18,000 bridesmaids across the U.S. and China. The brand’s unique categories such as Material Swatches (look, feel and see color and fabrics for customized dresses) and Try at Home (try bridal dresses at $25 and buy only if you like it) has provided them an edge with their customers. Read More
Solution	Cocomelody's marketing team decided to partner with MoEngage and deploy its customer engagement platform to address their challenges. The team aimed to centralize data from physical boutiques and its website to understand exactly where and why customers were dropping off. They also wanted to provide relevant messaging on the website to ensure users coming in from ads don’t abandon the site. The team created new economical categories such as 'Try at Home' and 'Fabric Swatches' to attract user attention and drive them to make more purchases. By analyzing user data more deeply, they were able to understand user shopping preferences and run targeted campaigns catering to these new categories. Personalized messaging helped showcase their economical haute couture fashion while engaging customers at the right moment to drive users to complete a purchase. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Big Data Analytics

Analytics & Modeling - Data-as-a-Service

Applicable Industries

Apparel

Equipment & Machinery

Applicable Functions

Procurement

Sales & Marketing

Challenge

Cocomelody, a popular bridal brand, was facing challenges in maintaining customer engagement and increasing conversion rates. Despite using multiple tools for cross-channel customer engagement and online ads with Google and Facebook, the brand was experiencing a significant drop in users at various stages of the purchasing journey. The conversion rates of their ads were not growing, negatively impacting their overall return on online ad spend (ROAS). The brand also identified a lack of dynamic messaging and intuitiveness on their website and app, and they were unable to pinpoint the exact drop-off points. Overall, they lacked crucial data analytics and the ability to personalize engagement campaigns. The brand's team decided to opt for a more dynamic and centralized engagement tool that would enhance customer interaction.

About Customer

Cocomelody is a renowned bridal brand offering haute couture for bridal and wedding parties at affordable rates. The brand is known for its omnichannel retailing across offline and online stores, ensuring shoppers get a unique, hassle-free buying experience. Cocomelody has catered to more than 6,000 brides and 18,000 bridesmaids across the U.S. and China. The brand’s unique categories such as Material Swatches (look, feel and see color and fabrics for customized dresses) and Try at Home (try bridal dresses at $25 and buy only if you like it) has provided them an edge with their customers.

Solution

Cocomelody's marketing team decided to partner with MoEngage and deploy its customer engagement platform to address their challenges. The team aimed to centralize data from physical boutiques and its website to understand exactly where and why customers were dropping off. They also wanted to provide relevant messaging on the website to ensure users coming in from ads don’t abandon the site. The team created new economical categories such as 'Try at Home' and 'Fabric Swatches' to attract user attention and drive them to make more purchases. By analyzing user data more deeply, they were able to understand user shopping preferences and run targeted campaigns catering to these new categories. Personalized messaging helped showcase their economical haute couture fashion while engaging customers at the right moment to drive users to complete a purchase.

Impact #1	The implementation of MoEngage's customer engagement platform and the creation of new economical categories significantly improved Cocomelody's operational results. The 'Try at Home' and 'Fabric Swatches' campaigns not only attracted user attention but also built trust with the user base, as customers could try on dresses or feel the fabric before making a purchase. This led to a reduction in cart abandonment and an increase in purchases. The use of personalized messaging and targeted campaigns based on user shopping preferences also enhanced customer engagement. The brand was able to showcase their economical haute couture fashion effectively and engage customers at the right moment, driving them to complete a purchase.

Impact #1

The implementation of MoEngage's customer engagement platform and the creation of new economical categories significantly improved Cocomelody's operational results. The 'Try at Home' and 'Fabric Swatches' campaigns not only attracted user attention but also built trust with the user base, as customers could try on dresses or feel the fabric before making a purchase. This led to a reduction in cart abandonment and an increase in purchases. The use of personalized messaging and targeted campaigns based on user shopping preferences also enhanced customer engagement. The brand was able to showcase their economical haute couture fashion effectively and engage customers at the right moment, driving them to complete a purchase.

Benefit #1	30% More sales under the Try at Home category
Benefit #2	27% Increase in repurchase rate
Benefit #3	69% Boost in return on online ad spend (ROAS)

Benefit #1

30% More sales under the Try at Home category

Benefit #2

27% Increase in repurchase rate

Benefit #3

69% Boost in return on online ad spend (ROAS)

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Overview

Cocomelody: Boosting Sales and Customer Engagement with IoT

Operational Impact

Quantitative Benefit