Welcome to Retention Radar by WebEngage.

Retention Radar is our honest attempt to dive into full-funnel customer engagement tactics used by top consumer brands. Our goal is to uncover effective strategies, revealing what works and what falls short.

Why do we do that?
To showcase actionable insights into how brands improve conversions and customer experiences. Through each report, marketers will find inspiration, discover new opportunities & some ways to elevate their customer engagement strategies.

Towards the end of the analysis, we present a report on:

• Things that just work,
• Things that are broken,
• And things that could have been better (and occasional pro-tips on how to rectify them).

Given that we’re in the heart of the festive season, we thought it was the perfect time to check out Manyavar’s customer engagement strategy.

Under the umbrella of Vedant Fashions Limited (formerly known as Vedant Fashions Pvt. Ltd.), Manyavar has transformed men’s ethnic fashion wear into a signature statement.

Let’s see how they’re navigating the festive rush and how they could improve their customer experience.

In this analysis, we break down the customer journey into three main stages: pre-sale, during the sale, and post-sale. Each stage will highlight what’s working well and where there’s room for improvement, giving a rounded perspective on how Manyavar navigates the festive rush.

Let’s dive in.

Stage #1: The Pre-Sales Experience

Phase #1 of the Pre-Sales Stage: Initial Consideration & Website Visit

Previously, in 2023, I purchased a kurta for Diwali from Manyavar’s offline store in Infinity Mall, Andheri (W), Mumbai. By October 2024, the search for festive kurtas was on, but Manyavar wasn’t the first brand that came to mind.

• Day 1: Online marketplaces like NykaaMan and Myntra served as starting points to gather references and ideas. My Instagram feed was also packed with influencers showing off festive outfits, so a few screenshots were saved as inspiration.
• Day 2: After all this browsing, ads began zeroing in on men’s ethnic wear brands. Their Instagram pages and collections became the next stop, and some more references were saved for later.

• Day 3: With a clearer idea of style and brands, the only challenge was that these options didn’t have local outlets—trying the kurta before buying is a must.
• Day 4: A visit to the theater presented a timely Manyavar ad: great brand ambassadors, a stunning Diwali collection, and the convenience of a nearby outlet.
• Reflecting on last year’s Manyavar kurta purchase, it’s interesting to note that it took five days into this journey to reconsider Manyavar. Imagine if, two weeks before Diwali, they had reached out via WhatsApp or email with curated suggestions based on past purchases and their latest collection.

With access to purchase data like email, phone number, gender, and store location, personalized outreach would likely have positioned Manyavar top-of-mind from the start.

While Manyavar’s website banners effectively spotlighted Diwali collections, an opportunity was missed in not engaging customers directly with personalized WhatsApp messages for a more seamless experience.

Pro Tip #1: Manyavar could benefit from segmenting customers who make occasion-specific purchases and then sending them contextual campaigns during the next festive season. A well-timed WhatsApp message featuring a 5% discount coupon and a selection of popular and premium items could significantly enhance engagement.

Let Your Customers Dictate Your Engagement Strategy

Converting anonymous visitors to known customers remains critical. This was an opportunity missed.

Pro Tip #2: Utilize targeted pop-ups to capture visitor information before they leave the site. Something like Agoda’s sign-up campaigns that enable access to member rates and exclusive offers’ could encourage users to share contact details, moving them closer to purchase.

When I signed in, however, I noticed my previous 2023 purchase wasn’t linked to my account. If Manyavar could use this data, it would be easy to imagine seeing tailored suggestions like “Top Picks for You” or “New Arrivals at Infinity Andheri,” adding a personal touch and a seamless shopping experience.

Pro tip #3: Sync your purchase data to create a personalized online shopping experience. Trust me, it makes a world of difference.

Wrapping up Phase #1 in a customer’s buying journey

Phase #2: Product Browsing Behaviour

• Browsing through categories and checking out different Kurtas, I spent about 30-45 seconds on a product page — which is enough time to show clear interest.
• This was a key moment to nudge me toward adding something to my cart.
• Unfortunately, no pop-up said, “Only X left in stock” or “Y people are viewing this product.”
• A simple reminder like, “This product is available at Infinity Andheri & Santacruz West” might have moved me further along the buying journey.

Pro tip #4: Add strategic pop-ups and messages to encourage the next step in the customer journey.

• I liked several products but didn’t add them to my cart due to distractions. By now, Manyavar had my browsing history along with my contact details, yet I didn’t receive any gentle nudges through email, WhatsApp, or Instagram to continue shopping.

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Pro tip #5: Segment high-intent browsers based on their behavior and push them toward completing their purchase. Don’t just wait for them to come back—reach out!

• Manyavar does have a module on their site for recently viewed items, which is helpful for returning customers. However, this relies on the user returning to the site. A more effective approach could be a personalized message: “Karan, your favorite picks are waiting for you.”

Hit: Recently viewed catalog items are nice to see.
Miss: Proactive engagement to keep high-intent visitors engaged

• I also loved the idea of Manyavar’s video consultation with a fashion expert, which is a good touch to the holistic shopping experience. But I became busy while booking an appointment, and dropped off midway.
• A gentle reminder to finish booking the session would’ve been nice.

Manyavar’s annual report below notes that video consultations are a key digital transformation initiative to enrich the customer experience.

Pro tip #6: Engage customers who abandon the video consultation process to encourage completion. Small follow-ups can make a big difference.

Wrapping up Phase #2 in a customer’s buying journey

Phase #3: Cart Abandonment & Checkout

• I added two kurtas to my cart and two more to my wishlist—classic signs of a high-intent shopper. Yet, I didn’t receive any follow-up communication, reminders, or incentives nudging me to complete my purchase.

Cart abandonment is a major pain point for e-commerce, but the right tactics can recover lost sales. Why not create a segment of customers with an Average Basket Size (ABS) over ₹5,000 and direct this data to a contact center solution or an IVR system to reduce costs and boost efficiency?

ALSO READ: Reclaiming Lost Sales: D2C Cart Abandonment Solutions and Strategies

Even when I started the checkout process, there were no reminders or offers to help me complete it.

• While I did see retargeted ads on Instagram, those ads could have been more contextual.
• If I had added a specific kurta to my cart, seeing that exact product would have worked a lot better than just showing a general ad. Myntra, an indirect competitor, does the same thing, yielding better results.
• The contrast between the ‘Recently Viewed Items’ in the website module and the kurtas shown in the Instagram ad is clear.

Pro tip #7: Run omnichannel cart and checkout recovery campaigns to re-engage high-intent shoppers. With their interest already captured, a bit more follow-up can turn interest into action.

Wrapping up Phase #3 in a customer’s buying journey.

Stage #2: The Shopping Experience

This is where Manyavar really shines.

For a category like Indian wear, where fitting is key, research often starts online but the purchase is made offline. And I’ve got to say, the in-store experience was on point. The layout, lighting, and staff all created a welcoming atmosphere.

But imagine if the in-store associates could access my online browsing data. They’d know what I’d viewed, wishlisted, or added to my cart. Integrating a MarTech platform with PoS systems would create a seamless omnichannel experience.

That said, the sales staff were helpful and knowledgeable, which made my purchase enjoyable.

A minor hiccup? My name was misspelled on the WhatsApp invoice. Such small details do matter for the customer experience.

Pro tip #8: Integrate online and offline data to create a seamless experience across all customer touchpoints. Consistency is essential.

Another gap I noticed? A loyalty program. A loyalty program could enhance CLTV and encourage repeat purchases in such a competitive market. People want fresh looks, not repeated outfits for major festive occasions, and a good loyalty program would tap into that desire.

Pro tip #9: Implement a loyalty and rewards program integrated into your engagement strategy. This will give your customers a reason to keep coming back.

Stage #3: Post-purchase engagement

We’ll share insights on Manyavar’s post-purchase strategy soon. For now, these suggestions should provide a solid framework for refining customer interactions and enhancing engagement throughout the buyer’s journey.

Here are some of the use cases that Manyavar can solve in the post-purchase phase.

Final Thoughts

That wraps up this analysis! It’s been insightful to see what Manyavar does well and where it can improve.