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Enhanced Customer Engagement through Email - A Croma & Experian CheetahMail Success Story Experian Marketing Services Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited.

Company background TATA Croma is the nation's first large format specialist retail chain for consumer electronics and durables with successful expansion into Croma Zip stores, Croma Kiosks and latest online vertical, www.cromaretail.com. Croma s brand philosophy is We Help You Buy. Offers customers over 6000 products across eight categories including Phones, Camera, Computers, Entertainment, Home Appliance, Kitchen Appliance, Gaming and Accessories. Ecommerce is Croma s latest venture to achieve yet another important goal, which is to bring their customer the best shopping experience on the go & reach every door step in the nation. Croma s dedication of giving it s customers an easy and hassle-free access to best consumer electronics products has earned the company "Most Admired Retailer" award 5 times in a row. 2

ecommerce Significance of Email Marketing Email marketing - a primary Marketing tool to reach and interact with Croma ecommerce subscribers. Croma already had an Email Service Provider for its offline business, the ecommerce team felt the online business needed an expert to carry out its Email Marketing campaigns for the online customers. Croma ecommerce chose Experian Cheetahmail as their ESP due to it s reputation of being the best in the industry with some of the biggest E- commerce players worldwide as their customers. Since it s inception Croma ecommerce has witnessed good growth trajectory in their numbers from Email Marketing using Experian CheetahMail. Objective of Email Marketing : Reach, Understand & Engage for Enhanced Customer Retention 3

Challenges Partner who understood the ecommerce industry Data hygiene Deliverability Scalability (speed of delivery) Reporting Need to maximize ROI from Email Marketing 4

Selecting Experian Cheetahmail The Need for a Better Emailing Solution Objective Cheetahmail the Ideal Partner A smarter emailing platform to help improve deliverability & engagement Help develop more effective and innovative email programs for subscribers. Highly responsive & clientfocused account management team Increase subscriber base - >enhance funnel conversion -> drive repeat customers In-depth reporting and analysis Strategic consultancy and industry best practice Excellent turnaround time and client support Robust and flexible application 5

Partnering with Cheetahmail 1. 2. 3. 4. 5. Croma shares Data & Creative Brief Data is instantly loaded into CheetahMail email database CheetahMail Team develops email creative & executes campaign Reporting post each campaign Detailed Analysis, Best Practices & Recommendations via Account Reviews List Hygiene Message Setup Authentication Delivery List Consultation Data Hygiene after each mailing Best Practices Advice Blacklist monitoring Content Evaluator Mail Transfer Agent Private IP Network Message Rendering / Testing ISP Relations DomainKeys Sender ID / SPF Abuse Feedback Return Path Partnership Inbox Monitoring Domain Monitoring CAN-SPAM Compliance Bounce Management 6

Results 18 months of Results Improved overall deliverability and inbox placement in the first 3 months by providing custom reports, and monitoring domain-wise deliverability. Open rates & number of subscribers opening improved by 40% in first 3 months via : Subject line testing Improved deliverability Increased Click to Open rates by 47% post creative development by Experian team. Click rates increased by up to 96% as compared to the same period in FY12 post entire email activity moving full serve to Experian. Transactions grew by 74% in last 6 months. Looking ahead Integrating transactional data for more targeted segmentation. Developing automated Welcome & engagement mailers e.g. registration, shopping cart abandonment & repeat purchase emails. Reactivation campaigns for engaging inactive subscribers. Engagement mailers for the offline Brick & Mortar subscribers. 7

Campaigns 43% higher opens for active base for anniversary mailer 158% higher opens for inactive base for anniversary mailer Engaging subject lines with offers / symbols for different subscriber segments leading to higher opens 45% higher transactions with the first B&M Mailer 8

Learnings Data is key. Gather, Clean, Analyze Engage with the target audience at all interfaces available and capture data Store the data and ensure data sanctity Understand the target audience by analyzing the data Differentiate from your competitor with the understanding you have gained Enhance the effectiveness of your email marketing campaigns feeding back to the engagement It is important to engage with the Right End-to-end email solution partner 9