Paul Writer launches New Age Marketing ,
Video interview series of CXO’s highlighting best practices
Head- Customer Loyalty & Analytics
How do you evolve beyond tactical metrics into assessing business impact like Marketing Operations?
From a Titan enterprise level we have around 5 million active customers and 12 million in the database. This data is an asset for Titan, as compared to many other brands that might not have collected data at this depth. From a long term perspective we look at the customer’s journey, where a customer starts from wearing a watch or spectacle for school and goes on to college where he/she graduates to college and then the first job where they look for more expensive watches and finally get married and seek out jewelry/watches for their lifetime. So the customer data that we have collected for the loyalty program and the engagement that we do continuously will help us build our multi-level marketing concerning customer activities. It is not only about the customer for us, it extends to their family members. Now we look at it from a 5-10 year period, where we build customer lifetime values based on the data that we have and focus on nurturing this data. This is a building block for all our stores, when we identify these customers based on their lifetime value we also see how many of them have come back for repeat purchases. Data and the customer is the center of our enterprise. Almost 45% of revenue is coming from our repeat customers.
“So the customer data that we have collected for the loyalty program and the engagement that we do continuously will help us build our multi-level marketing concerning customer activities.”