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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



From Chemical Biology to Digital Marketing: Manasi’s Journey



COVID Learnings for Marketers: Balancing Offline-Online Fashion Retail



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



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



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



Dynamic Communication: TCNS' Strategies for W and Aurelia Brands



Smart Customer Data Capture and Interaction: Leveraging WhatsApp



The Anatomy of Exciting Loyalty Programs



Personalization and Experiential Changes on Your Website



Expanding AOV: Leveraging New Categories and Marketplaces for Growth



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



Trendsetting Online Exclusives: Elevating Return Users and KPIs in Fashion



Crafting Funnels, Personas, and Winning Collections with Data



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



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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