Retention Marketing & CRM Automation — Health & Glow
Grew retention revenue share from 16% to 29% organisationally by building personalised product recommendation flows, gamification campaigns, and WhatsApp chatbots across 65+ retail stores.
Tools Used
The Problem
Health & Glow's retention revenue was disproportionately low at 16% — far below industry benchmarks. Email campaigns had low engagement, WhatsApp was unused, and the private brand had no personalised marketing funnel.
The Goal
Dramatically increase retention revenue share through automated, personalised CRM journeys and omnichannel engagement across email, WhatsApp, and app push notifications.
Results
- ✓ Retention revenue share grew from 16% to 29% at organisational level
- ✓ Private brand revenue scaled 6x via personalised skin test flows
- ✓ Shopping impression discovery increased 100x via Local Inventory Ads
- ✓ WhatsApp chatbots enabled customer self-service at scale
- ✓ 70+ A/B tests documented across offer, creative, and messaging
- ✓ MMP tracking loss reduced by 40%
Strategy
Personalised Skin Test Flow
Built a skin assessment quiz that recommended specific private brand products based on skin type, concerns, and budget. This replaced generic email blasts with hyper-relevant product suggestions.
Gamification Layer
Designed WhatsApp coupon campaigns, referral reward flows, and nth-purchase incentives that encouraged repeat buying without degrading brand margins through blanket discounts.
Hyperlocal Programmatic
Executed geo-fencing campaigns targeting customers within 2km of each store location, driving 2-hour delivery adoption and in-store footfall for specific high-value SKUs.
Partnership Channel Scaling
Scaled acquisition via PayTM, CRED, PhonePe, and Google Pay — building co-branded offers and tracking incrementality to separate partnership-driven revenue from organic.
Execution
Ran 70+ documented experiments across:
- Subject line personalisation vs. generic
- WhatsApp vs. email for transactional triggers
- Offer vs. no-offer reactivation flows
- Geo-targeted vs. national programmatic buys
The A/B testing framework created a repeatable playbook for future CRM initiatives.