Patanjali Customer Success Story

Speaker: Himakshi Gupta, CSM, Netcore Cloud

Himakshi Gupta: Hello everyone! Accept my greetings for this pleasant day. I'm Himakshi Gupta, presently the customer success manager for Patanjali. I'm here to present before you all the success story of this infamous Ayurvedic and nature derived brand. All credits to the former CSMs of Patanjali namely Krati Agarwal and Rishika Arora, whose hard work brought growth to this account. Patanjali as we all know, is a home-grown FMCG brand found in 2006 by Ramdev and Balkrishna. Their motto has always been to serve people by bringing blessings of the nature into their lives. Their product portfolio offers personal care, home care, natural food products, health care, ayurvedic medicine, etcetera. They entered the e-commerce industry in 2018.

Himakshi Gupta: Since they had made an online presence recently in 2018, digital marketing was the new need. From an entity focusing entirely on offline marketing, introducing the digital world in their strategy was observed as a major pain point by Patanjali. These challenges, of course, started to become even more problematic as the year 2019 welcomed everyone with the pandemic. Now, the adoption of digital channel for the marketing campaigns had become more than just a need for Patanjali. They were lacking on the front of user reachability through various communication channels and lower engagement via digital channels.

Himakshi Gupta: Patanjali and Netcore Cloud joined hands to begin a journey of utter success in 2021 which apparently was during Covid. They chose from a product suite - various products like email, app push, web push, web messages, automation, segmentation, push amplification, etcetera. All these felt like a tailored fit to Patanjali's requirements at that time. The challenge of user reachability and engagement was majorly taken care by by three things. 1. By adopting the multi-channel approach across the user lifecycle 2. Behavior and past engagement based segmentation and 3. Automated marketing campaigns that would trigger basis the user's own activity. For example, various touch points were identified from visiting the web or the app, then viewing the product and abandoning the product and not adding to the cart, which is the cart abandonment, then checkout abandonment. All these touch points were identified to be able to reach out to the users and nudge them to make a purchase before they even change their minds. This kind of segmentation and automation helped Patanjali in reaching to the right user at the right time. For even greater reachability, a journey on winning back the inactive users was deployed. Web messages were put to advantage for use cases like new user sign ups, promotional offers, etc.

Himakshi Gupta: Well, the numbers we achieved was splendid. Patanjali's active user base improved by approximately 11% and click rates were uplifted by approximately 92% which helped us in increasing their overall reachable users by 70%.

Himakshi Gupta: Patanjali now aims at enriching their customer base by having at least 5k to 6k new user sign ups every day and eventually drive their revenue with 20% increments every month. And to achieve this, they are looking forward to adopt the Intelligent dashboards. From the Analytics, They are looking forward to adopt RFM, Funnels, Cohorts on the IA 2.0 CE panel.