How Lotto kick-started it’s Personalisation Journey with Xeno

About Lotto SSIPL

SSIPL is an integrated sportswear company that has been in the business of manufacturing, retail & distribution of international sports & lifestyle brands since 1994. The brands under SSIPL portfolio include Sports Station, Nike & Lotto. They have been in a partnership with Lotto India, an Italian sports equipment brand since 2005.

Lotto today distributes its products in over 110 different countries, through independent sports article stores, specialized chain stores, and large stores with specialized sports departments. The company manufactures and commercializes sporting and casual clothing and footwear.

Key Highlights:

• Lotto kick-started its CRM journey with Xeno & started its personalization journey
• Lotto ran relevant digital campaigns using Xeno’s personalization engine garnering an ROI of up to 85X
• Lotto’s vision to sustain & grow in 2022 & beyond

Lotto started with a vision to go all-in with Personalisation

One of SSIPL’s brands, Sports Station had its own loyalty program which was focused upon the classic frequency program that is the earn & burn loyalty program.

Lotto on the other hand already had a very strong marketing team but they were traditional in nature. Each of their customers were receiving the same communications regardless of their persona & product preferences. Therefore, Lotto was on the lookout for a next-gen CRM that would just fit right for the customers of today.

Moreover post-COVID the team realized that the world is moving to digital & Lotto wanted to make use of that opportunity. They felt the need to build a CRM platform that would help them solve 3 key problem areas:

• Better Customer Understanding
• Running Relevant Personalized Campaigns
• Track and retain existing Customers

Along with having a more digital approach, Lotto also intended to get into Tier-2 & Tier-3 cities and expand its customer base. Having the above idea in mind, they onboarded Xeno as a partner to kick-start their CRM program.

Kick-starting their CRM program with Xeno

With the vision in mind to create relevant personalized experiences for each of its customers & scale its marketing efforts, Lotto decided to onboard Xeno as its CRM partner.

Xeno’s Next-Gen CRM allowed Lotto to:

• Build a deeper customer understanding
• Run relevant campaigns for its different customer segments
• And improve their customer experience and increase their repeat revenue

"Our vision is to have a very strong digital presence & increase our online share. Having a strong partner like Xeno, we are focused on achieving our ROI goals & revenue goal month on month with every campaign" —------- DHARMENDER KHANNA, Head of Digital Transformation, SSIPL Retail

Data collection

Data collection forms the foundation of a strong CRM program. Therefore it was one of the key factors that Lotto wanted to focus upon so as to scale their CRM program. To improve their data collection, Lotto built an integration wherein they discarded their physical bills & moved to e-bills. The customers were required to share their phone numbers in order to receive the e-bill via WhatsApp.

This allowed Lotto to collect their customer data & form a better customer.

Xeno’s data cleaning technology enabled Lotto to reorganize, re-name & re-create this data in a marketing-ready format in minutes & get them set for running personalized campaigns.

Creating a 360* customer view

Once Lotto got the data infrastructure right, the focus shifted to understanding each & every individual customer. Every brand wants to send the next best recommendation to customers but it’s not possible if your product data looks like this.

They created a 360-degree customer profile for each of its customers with the help of Xeno’s Next-Gen CRM. These 360* customer profiles enabled them to understand each customer’s behavior like their favorite product category, preferred marketing channel, discount-seeking tendencies, etc.

With those insights about each customer, Lotto was all set to run relevant personalized campaigns.

Running personalized campaigns

Lotto’s online portal launch

Lotto launched its online portal during the 2nd wave in order to increase their digital footprint & give an offline-like experience to their customers.

To promote their portal, Lotto along with Xeno ran personalized campaigns by identifying some of its best customers using Xeno’s AI audience selection who had the highest probability of shopping online.

• Campaign contribution to repeat sales amounted to 55.45%
• Lotto generated an overall ROI of 85X

Online-to-Online Campaign

Lotto ran an online campaign specifically targeting all of its online customers based on their personas.

For the online-to-online campaign, they targeted both the core brand loyalists and brand experimenters.

• Online-to-Online Campaign resulted in an ROI of 64X
• This Campaign observed an Uplift of 23% in terms of conversions

Women-Centric Campaign

Lotto already had an established name in the men’s segment because of the tiers they were focusing upon & the brand name that they had established.

Moving forward, in order to attract more women & bring in more brand engagement, they targeted all of its women customers according to their preferred product categories & what they were most likely to shop for as per their personas.

Women Centric Campaign resulted in an ROI of 38X