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BluePi: BluePi helps FNP improve conversions using personalised notifications

Challenge

FNP has pioneered the concept of flowers and gifts in India, with more than 350 stores across 120 cities in India. It is one of the few companies in India which has leveraged technology successfully to carve out a competitive edge.

Online e-commerce is the primary channel of sales for FNP and due to COVID, the online sales have picked up even more. In normal times FNP website and apps are visited by millions of users each month, generating more than 5 million page views and of course during festivals like Rakhi the traffic grows multi-fold. Apart from visits, customers are also constantly engaged through marketing campaigns.

With a large portion of business online and multiple customer touch-points, it becomes imperative to understand user behaviour across different channels. The deep understanding of user behaviour can then be used to personalise messaging, build custom pricing and personalizing user experience on digital assets thereby improving conversion and helping retain the customer better.

FNP had been segmenting the users from an online interaction point of view, which is great in identifying performance issues and optimising the site. Such user segmentation limits the opportunities to influence the user experience. An example of this would be that all users would get the same campaign emails, SMSs and push notifications, leading to a very high noise to signal ratio.

FNP wanted to create a customer 360-degree view consolidating different customer touch-points across website, apps, IVR, social media and other marketing channels. The Customer view could then be further utilised by downstream applications like CRM, marketing to run target- ed campaigns and provides useful inputs for other business teams as well. 

Solution

BluePi implemented a holistic Customer Data Platform that housed data from different sources such as CRM, push notification interaction, transaction data and clickstream data from web and apps. The CDP implementation brought data out of siloed systems and its impact would compound with time, as team leverages AI/ML capabilities to implement more use cases.

What’s more, the CDP implementation started providing immediate benefits, helping improve two most important key drivers:

  • Personalized omni-channel communication for the customers, reducing noise and ultimately improving customer experience
  • Making marketing more efficient by providing insights into customer behaviour.

Business value delivered

Proof of the pie is in the pudding, with the CDP implementation the key business metric that showed immediate improvement was a 3% revenue increase through the “event-driven” marketing campaigns. These campaigns target customers who have taken a particular action on the web, for example, customers who searched for something but did not buy, similarly visitors who have been coming on the site/app but have made no purchase.

Technology deployed

The speed of implementation and impact on business was made possible by impeccable services provided by AWS. These services make it a pain-free experience to build world-class data platforms.

  • AWS Lambda
  • Amazon EMR
  • AWS Glue
  • Amazon S3
  • Amazon RDS
  • Amazon Kinesis
  • Amazon ElastiCache - Redis