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Episode 22

Tune in as we unravel the intricate journey of a fashion retail company, navigating the challenges of data capture, transforming one-time buyers into loyal customers, curating captivating capsule collections, and mastering the art of brainstorming, AB testing, launching, and learning—where data and intuition synergize.

1 hr 2 mins | August 17, 2023

About the episode

Imagine this – a brand deeply entrenched in the world of offline shopping for over two decades, now navigating the tumultuous waves of the digital revolution ignited by the COVID upheaval. It’s a tale shifting gears and learning on the way.
Get ready to immerse yourself in the 22nd episode of ‘The State of Retention Marketing’ podcast, hosted by Ankur Gattani, VP – Growth & Marketing, WebEngage. Our guest in this episode is Manasi Karmarkar, Head of Digital Marketing at TCNS Group.

In this episode, we dive headfirst into the nuanced challenges and successes of a fashion retail company’s endeavor to capture data, transform one-time buyers into loyal repeat customers, curate captivating capsule collections, and navigate the intricate landscape of brainstorming, AB testing, launching, and learning through the synergy of data and intuition.

Navigate through the chapters

01:26

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From Chemical Biology to Digital Marketing: Manasi’s Journey

07:11

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COVID Learnings for Marketers: Balancing Offline-Online Fashion Retail

12:00

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Online Trust & the Retail Experience in India's Fashion Landscape

13:50

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TCNS' 22-Year Journey: Segmentation and Insights for W Fashion Brand

17:13

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Trends, Intuition, and Ever-Evolving Preferences in Women's Fashion

19:04

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Dynamic Communication: TCNS' Strategies for W and Aurelia Brands

21:59

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Smart Customer Data Capture and Interaction: Leveraging WhatsApp

25:35

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The Anatomy of Exciting Loyalty Programs

28:16

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Personalization and Experiential Changes on Your Website

32:56

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Expanding AOV: Leveraging New Categories and Marketplaces for Growth

38:42

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TCNS Clothing's Growth: Loyalty, Value, and Marketplace Dynamics

42:51

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Trendsetting Online Exclusives: Elevating Return Users and KPIs in Fashion

46:04

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Crafting Funnels, Personas, and Winning Collections with Data

50:18

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TCNS Clothing: Advancing Data, User Engagement, and Retention Maturity

54:45

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Navigating Growth in a Competitive Fashion Retail Landscape

About the speaker

Manasi Karmarkar

Head of Digital Marketing at TCNS Group

Meet Manasi Karmarkar: a passionate marketer weaving impactful narratives. With a knack for driving business growth through digital innovation, she collaborates cross-functionally to shape holistic outcomes. Spanning retail and fashion, her expertise extends to omni-channel strategies and data-driven decisions, all while championing a consumer-centric approach. An approachable leader, she values her team’s growth and balances professional success with personal well-being.

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