Automation and personalization aren’t a zero-to-one shift; they evolve in degrees, and at Good Glamm, I’m pushing the boundaries.
In today’s oversaturated beauty market, retaining customers attention demands strategic, data-driven engagement. My secret sauce? Predictive communication that creates anticipation.
Creating tailored, predictable communication that keeps my customers engaged and coming back. How can we become so predictable that customers start waiting for us? How do we turn our engagement points into their answering points? That’s the level of personalization I’m working to achieve.
Orchestrating cross-selling synergies
Brands like MyGlamm, The Moms Co, Sirona, St. Botanica, Baby Chakra, and Organic Harvest are under one umbrella, each catering to distinct beauty needs, I am focused on using strategic audience profiling and data unification to streamline our communication. By consolidating customer data across brands, we have built a ground-level loyalty program that integrates demographic details like age and preferences, allowing us to deliver personalized cross-selling opportunities.
Our approach ensures that we match the right customer to the right brand and craft communication that resonates. For example, if a MyGlamm customer is interested in skincare, we tailor our communication to focus on Organic Harvest’s skincare. This creates a seamless and consistent experience for our customers, helping us foster deeper connections across our beauty brands.
Tracking metrics that matter
Every day, my team tracks key metrics like revenue, order volumes, and engagement triggers. We don’t react to data—we use it to anticipate customer behavior. On a day-to-day basis, my team and I closely monitor key metrics such as revenue, order volumes, and platform visits.
For example, if customer drop-offs increase, we immediately implement re-engagement campaigns to stabilize loyalty. If repeat purchases decline, we immediately launch re-engagement campaigns to stabilize those numbers. We’re not just reacting to data—we’re using it to optimize every aspect of the customer journey.
Mastering segmentation to build a persona
Segmentation isn’t about grouping customers – it’s about truly understanding them.
At MyGlamm, we don’t just rely on demographic data but build detailed customer personas to target engagement. For instance, a if a customer who regularly buys light office makeup with an average order value of ₹500-600, she isn’t just a segment to me—she’s a distinct persona, and I tailor my communication to connect with her on a deeper level.
This level of segmentation helps us identify patterns, but more importantly, it allows us to engage meaningfully with each customer. We make sure our customers feel understood, and we don’t just place them in categories.
Balancing big players vs. small brands
While advanced modeling works well for larger organizations, smaller D2C brands should focus on mastering the basics first. I recommend starting with foundational segmentation like RFM before moving into behavior-based tactics like clickstream data. Nailing the basics—simple segmentation and customer journeys—is key.
Once those fundamentals are strong, you can experiment with advanced strategies like behavioral segmentation and regression modeling. It’s a journey—and the real potential lies in mastering each stage, especially at the start.
Building teams for the future
In my vision for the future, successful teams will need a blend of analytical and creative skills. I’m focused on hiring team members who not only understand the data but can also craft content that resonates with our audience. Even with the best AI and data infrastructure, if the messaging doesn’t connect, the whole strategy falls flat.
For me, the ideal team member understands both personalization and creative copywriting. They know how to analyze data, but also how to use that data to create copy that moves the customer. This balance is what will drive successful retention strategies in the future.
High-impact retention strategy
At Good Glamm Group, I’ve developed a high-impact retention strategy that starts with automated communication and tracking the customer journey from day one. I maintain a laser focus on the funnel—from acquisition to repeat purchase.
For early-stage brands, hitting ₹20 lakhs in revenue is a significant milestone, but the real challenge is converting consideration into purchase. I engage directly with our customers to identify pain points during this phase and focus heavily on post-purchase retention to ensure continued loyalty. Our retention stack is ambitious, but it’s built to scale with the business.
About the author
Kshitij Mathur is the Group CRM Head at The Good Glamm Group, where he leads customer engagement and retention strategies across multiple beauty brands.
With over 10 years of experience in CRM and data-driven marketing, Kshitij has a strong track record in leveraging data to drive personalized customer experiences.
Before joining Good Glamm Group, he held key roles at Hansa Cequity and Capillary Technologies, focusing on advanced segmentation, automation, and customer loyalty programs.
