As e-commerce brands, we constantly face the challenge of attracting and retaining customers in a market where loyalty is scarce. It’s a high-stakes game where every decision can make or break our growth trajectory.

But here’s the thing–we’re not flying blind. Data is our compass, and it’s revolutionizing how successful companies approach growth. A whopping 72% of successful companies are leveraging data-driven marketing approaches, and they’re reaping the rewards with 4-8 times higher return on investment. 

I’m Ronak Sahewal, Chief Growth Officer at Candere by Kalyan Jewellers. Over the past five years, I’ve steered Candere’s growth, transforming how we approach everything from customer journeys to retention strategies. In this blog, we’ll explore some of those strategies that enabled Candere to 10X its growth.

Understanding Customer Journey and Conversion Optimization

Let’s face it–we’re all drowning in a sea of data, trying to make sense of customer behavior that keeps changing. It’s frustrating, isn’t it? 

You think you’ve got your funnel figured out, only to watch conversion rates descend for no apparent reason. However, understanding your customer journey isn’t just about collecting data; it’s about making that data work for you.

At Candere, we’ve cracked this with our CRO (Conversion Rate Optimization) formula. We basically break down and track our user journey into four crucial stages: PS (Product View), AP (Add to Cart), OA (Opportunity), and OC (Conversion). This isn’t just another fancy acronym–it’s a laser-focused approach that lets us pinpoint exactly where we’re losing customers.

Here’s how it works: PS tracks users landing on product pages, AP monitors those adding to cart, OA (our unique twist) identifies users reaching the payment page, and OC… well, that’s when the actual conversion happens. By dissecting the journey this way, we can spot bottlenecks and optimize each stage independently. 

Personalization and AI-driven Experiences 

Trying too hard to catch your customers’ attention with no effective results? That’s where personalization comes in. 

At Candere, we’ve leveraged AI to create experiences that make customers feel like VIPs. Our AI-powered recommendation engine doesn’t just suggest products; it curates a personal jewelry collection for each user. It’s like having a personal stylist for every customer, working 24/7.

We’ve also revamped our product listings with custom sorting algorithms. Gone are the days of one-size-fits-all catalogs. Now, when customers land on our site, they see a tailored selection based on their browsing history, purchase patterns, and even their location.

You don’t need a massive catalog to start personalizing. We kicked off our efforts back in 2016 with a fraction of our current inventory. Start small, even with manual algorithms for your top listing pages. The key is to begin now. As your catalog grows, so will the refinement of your personalization.

Retention Marketing Strategies

Acquiring customers is tough, but keeping them? That’s the real challenge. At Candere, we’ve cracked the retention code with strategies that turn one-time buyers into loyal fans.

We segment users into buyers, subscribers, first-timers, and anonymous visitors. This isn’t just data sorting; it’s the foundation of targeted interventions that boost conversion rates.

Our secret weapon? Triggered campaigns. 

While one-time blasts have their place, triggered emails aligned with customer behavior drive maximum ROI. For example, our Order Tracking email series isn’t just for tracking packages. We use these high-open-rate emails for upsells and cross-sells, turning order updates into sales opportunities.

Post-purchase communication is gold. We’ve seen unexpected orders come from these seemingly mundane updates. Why? Because customers are primed to engage when they’re excited about their purchase.

Don’t forget profile completion. We offer a 1000 rupees discount for filling out profiles, with a 30% success rate. It’s a win-win: customers get a deal, we get valuable data.

Omnichannel Approach

Do you think online-only is the future? Think again. At Candere, we’ve discovered that even in the digital age, customers crave physical experiences, especially with high-value products like jewelry.

We’ve expanded into physical experience centers, not as a step back, but as a leap forward. These aren’t just stores; they’re bridges between digital browsing and tangible products. We’ve noticed customers researching online but hesitating to hit ‘buy’ without seeing the sparkle in person.

Our experience centers showcase a curated selection of 800-1000 SKUs, focusing on bestsellers and everyday jewelry. It’s a smart curation that complements our online catalog.

The magic? Seamless integration. Customers can place orders in-store for home delivery or have our staff place website orders for them. It’s a fluid experience that merges the best of both worlds.

This approach is more about building trust than boosting our sales. In the jewelry business, where emotions and tradition intersect, this physical touchpoint is invaluable.

Remember, omnichannel isn’t just for retail giants. It’s a strategic move that can set you apart in the crowded e-commerce space. Don’t be afraid to bridge the digital divide–your customers are waiting on both sides.

Conclusion

Gone are the days when keeping up with trends was enough; today, you need to be the one setting the trend. At Candere, we’ve learned that true growth comes from blending data-driven decisions with a deep understanding of customer needs. 
Remember, in e-commerce, there’s no finish line—only constant evolution. So, keep innovating, keep listening to your customers, and most importantly, keep challenging the status quo. The future of digital retail belongs to those bold enough to reshape it.

Thank you for joining me on this deep dive into the world of digital retail growth. If you’re hungry for more insights, I encourage you to check out my recent podcast. There, I have discussed more of these strategies and shared some behind-the-scenes stories from our journey at Candere. You’ll find the episode on Spotify or YouTube under the title “CRO: The Antidote to MarTech Overload”.

Authors Bio:
Ronak Sahewal is the Chief Growth Officer at Candere by Kalyan Jewellers, where he’s been instrumental in driving the company’s 10X growth over the past five years. With a background in engineering and a passion for data-driven marketing, Ronak has worn multiple hats in his journey to his current leadership role.