Problem / Objective

Blackberrys is a menswear fashion and lifestyle retailer chain present in over 300 cities in India through Exclusive Brand Outlets, Large Format Retail, Multi Brand Outlets, and online operations. The brand was facing a few challenges in its effort to expand scale and customer outreach, such as limited customer reach, difficulty in winning back customers, and tracking online to offline engagement.

Solution / Approach

After Capillary Technologies was onboarded to find a solution, it implemented the Engage+ platform for Blackberrys. The Engage+ platform was powered by Capillary’s proprietary AI platform - Zero AI. The platform enabled Blackberrys to run 1:1 customer engagement at scale and to create zero-touch customer journeys. Blackberry was able to run Real-time dynamic offers. The campaigns engaged with the right audience via the right channel at the right time. The adoption of Machine Learning (ML) and Artificial Intelligence (AI) algorithms created the best campaigns for Blackberry. The platform’s advanced algorithm automatically picked the best channel mix for a customer by analyzing multiple factors like Reachability, Responsiveness Score, and Conversion Probability. Journey Builder enabled Blackberry to automate engagement across the consumer’s purchase lifecycle and communicate the next best message.

Impact / Implementation 

The implementation enabled Blackberrys to raise its revenue with omnichannel engagement. Blackberrys was able to reach out to 75% of the Do-not-Disturb DND customers through social campaigns. Besides, Blackberrys also achieved 3 times better campaign hit rate (Social v/s SMS). The solution enabled a 66 times Return on Investment (RoI) for lapse and lost customer campaigns. 

Image by Blackberrys