Customer Retention & Sales Growth in 2 Digits – CASA Case Study with Mufti & Unilet | PRC 2025

0:00 Sure. So this is the only time when we'll do a little bit of branding about Kaser. Um you know uh we are a based CDP CRM platform. So almost a bunch of what people were talking about in the earlier session on cu consumer experience on uh you know cohorting on marketing um you know marketing to one as well as marketing using cohorts all of that is things that we have implemented consistently across multiple retailers.

0:30 Um and thanks to PRC for having us over here. This is our I think third year running second year. We had a case study last year as well. uh this time thanks for uh giving us the opportunity to do one more. Um so Adisha and uh Simma if you guys can introduce yourselves. Good afternoon everyone. Um I basically represent a brand called Unillet Appliances Private Limited. It's an electronics retail store uh headquartered in Bangalore. We have 52 stores spread across Karnatica. Sorry.

1:06 Hi everyone. Uh I'm Dasha and uh I handle marketing and communications at MUI. Uh MUI is a Indian uh retail men's wear brand which has uh redefined uh casual men's wear for over 27 years. We have around 435 exclusive brand outlets present in,300 uh shoppings and uh 94 departmental stores. We have our uh digital presence in all e-commerce partners as well as our own brand website. Um Mui has been in this uh retail industry in the casual wear for over 27 years uh building uh bringing contemporary global uh styles to modern Indian men.

1:56 Sure. Um if you guys can also give a brief description about your role, what you guys do, that would be great. Um, so I'm the director of the company. So I overlook basically the entire operations currently. However, I'm looking at the marketing and the optimizing of processes. I head marketing for MUI and uh communication and content uh any kind of uh creative requirement which comes from the brand. Sure. Since we have implemented kasa for more than a year at UNLET and more than two years at MUI. So what is the kind of benefit that you're actually seeing? Oops, sorry.

2:39 Um so we are in fact very proud of our processes at Uniland because we started SAP in 2017 where not a lot of retailers from our segment had started that and then we also have like a centralized warehouse where a lot of the all the products across 52 stores would go only from there which would thereby reduce our audits. Um but the only place where we honestly uh lacked was customers which is our bread and butter. And we were like you know where are these customers? How many customers have entered versus how many customers have gone? What have they purchased? Why did they not purchase? All of those factors uh led us to Kasa Satya and with a little bit of you know danda maroing and a little bit of focus on in terms of um have you uh taken all the leads and what happened to that lead is the result which is mentioned in the screen above where we've got close to 55% increase in the leads captured as well as an 84% in the sales as per compared to how we used to be about 15% with the conversion.

3:48 generate. Uh so we actually used Kasa to it has helped us uh bring our online and offline platforms understanding of our customer base within one platform. So in terms of it helped us understand what kind of customers we have offline and how they behave differently when we have customers who come on our own website. This helps us in terms of getting an understanding of a uh customer through one base. Uh so taking Kasa on board we saw a lot of uh things we could do with the platform like creating uh different cohorts and segments uh upselling and cross-selling to the different jeans buyers, shirts buyers and things like that which eventually helped bring our repeat rate to 15% higher than we saw previously. also helped us uh increasing our existing customers and new customer base and ATV increase of approximately 18 to 20%.

4:51 Sure. Thank you. Um so how was the onboarding process? So though we started a few years back and for uh Simo about a year back, how was the onboarding process? Uh how long did it take? What was your experience? Um you know going through that process? Um so honestly we started like he said a year back. uh we were we were using a different application of a similar competition but we were not very happy with them due to XYZ factors which I will be explaining.

5:20 Um but uh in terms of the ease of onboarding we were up and running in about a week's time because we're currently using only the lead management system which which is a web web based application. So it was honestly ready for us in like a week's time and then another two three days in terms of the training if I'm being honest. Yes. Uh so uh to be very honest initially it did take a bit of time for us to uh integrate naturally we had a post system uh which has been in the organization and also when it comes to our own website we had another tech company which was handling our back end of the website. So when there are two companies when it comes to tech integration did take a bit of time but eventually once we had the ball rolling we made sure the data accuracy is there and the data is uh now clean and authentic for us to be able to use uh it was a matter of two months post which uh it was quite smooth sailing and Kasa team helped us a lot in terms of uh they were always hands-on uh answering calls helping uh throughout our uh glitches if we found any when it came to tech. So moving on to ease of use. So how easy is Kaza to use? Are there any special requirements for using the system as such? Um so um we have basically PUC past employees as well at our store who sell the product. So for them extreme technology does not make sense because we used to have a manual way of working in terms of collecting the data. But now going to an application based obviously it's going to be very difficult and challenging for people who have not used this before.

7:06 That's where um when we had a look at the kasa application thoroughly when we tried using it we gave it as a demo to a couple of stores at our end and with their feedback as well is why we implemented kasa primarily so that it is easier for us to um understand where these customers are going what is happening to them and it is just a plug and play to be very honest in terms of just feed in the customer's data you're going to get your entire data put them in buck It's like hot, cold, warm which is ex very very simple in terms of layman and English. So it was very easy for us to use it at least. So similarly for us as well in terms of uh initially a lot of people were used to seeing a lot of Excel work and uh seeing data and understanding data via Excel crunching.

7:57 uh so it took a bit of time for us to transition and uh uh Kasa was very helpful in terms of uh from the day one they handheld us through so that we could get used to their dashboards uh understand how to utilize their dashboards effectively. It's an ongoing process because uh naturally uh like a lot of uh retail is very uh dynamic. So there will be a lot of new features, a new requirement, new reporting uh which is required and we always uh you know touched base with uh CASA and they were very kind enough to help us uh uh implement that or if not at least give us a understanding in terms of the timeline it would take for implementation.

8:43 uh especially if it uh with Kasa one of the key factors which uh we really did appreciate was if we brought ahead a concern or anything we required as a new feature on their platform. uh the instant reaction was um never no let's it was always let's figure it out let's see how it is useful they would go back see how other customers of theirs would benefit with a feature like this and then wholeheartedly take on the implementation and uh you know help MUI finally get the kind of reporting tools required for us customized for us thank you uh thank you Disha what are you able to do now that you're not able to do before? Sorry. So as I had already informed as well that we used to do manual work before a lot um and now that we have Kasa with us we've also done a lot of um optimization and a lot of changes in the application with the help of Satya himself where we've done category based in terms of um refrigerators washing machines televisions mobiles how many have come in how many have gone out what is the reason of them going out and that is again further bucketed into hot, warm, closed, lost, clothes, sold. That further helped us um deep dive more into what is the reason why the customers are going out of the store. Is it because there's no stock? Is it because of the pricing? Or is it because my team is not capable of converting those particular customers? That has further helped us to speak to the brands in terms of understanding that you know your member is not capable of handling customers.

10:25 it's your member's fault that why I am losing customer um count here. So please work on the training processes and if it's from our end then we would try to fix our training schedules. So Kaza has helped us in terms of increasing our business and getting more data points to speak to brands at least. Uh so for MUI one of the key factors I feel which we couldn't do before now it has been uh becoming seamless for us and which has always been very critical for us has been touching the customer uh at least once. So for us the uh the intent was not to bombard our customers with multiple messages and communication from various different channels and Kasa currently has helped us build that journey where we touch base to the customer via different mediums be it uh SMS, WhatsApp, email users. However, it shows us uh how often we are touching base. So we know that at the end of it we are not uh you know spamming the customer with unnecessary information.

11:30 But uh making sure we touch base with them with the right medium where they are responsive where at the right time when they would respond to such uh uh queries from our end at the same time it would it helps us understand our customer better. Sure. And what feature sets of CAS are you currently using? Um how is the support both of those? Um so we're currently like I've already mentioned we're using the lead management system and initially with them they did not have the um categorization.

12:04 It was just the overall um view of the leads that you would get. But we wanted a deeper segment in terms of understanding which brand which employee has not performed or in terms of how many customers has that particular brand for instance to Sony has taken leads and how many leads has that brand converted. So when we go to the brand it's better for us to understand or explain to them because of the data. It's that employee itself who is uh adding that data. So there's no filtration or there's no manual errors on those aspects cuz he is accountable for those leads and he is also accountable for the growth of the business. These type of deep delling questions in terms of data sets and data points was able was better for us for our business.

12:57 So uh Kasa has helped us in terms of uh like I mentioned uh understanding our customer better but also in terms of has been an integral part in our uh so we have uh a lot of sessions with Kasa team uh a one-day session where we do a lot of brainstorming in terms of how to optimize uh not only their platform but how to uh utilize their platform better. We do have uh a lot of uh uh points when it comes to what all uh data we need to collect uh when it is offline in terms of email, phone numbers like you know those are your generic but also how to get customer feedback post purchase how do we understand in terms of their digital receipts once they get do are they responsive to see what the customer feedback has been. Similarly, they also help us in the online space to understand uh at what point do we uh a customer drops off for example on the website and how do we use abandoned cart uh be as a small feature to remarket and try to win back the customers uh coming on our website. Sure. Thank you. Um, so I think our time is up, but if you can just wrap up with what is the support that we typically provide? What's your experience from a support standpoint?

14:22 That'll be great. So, one of his team members, I don't know if I can name her or not. Yes. Uh, she's quite literally on my speed dial. I'm calling her every other day, eating her head up. I think yesterday or day before she was on leave, poor girl texted me even yesterday because I was like, you know, I need this done because otherwise my business is going to get affected because of that. On Sundays, she's sometimes just calling and be like, "Ma'am, please tell me what happened.

14:48 What is the issue?" And like, you know, we sort it off. In terms of the support, it's fantastic. Within 24 hours, they'll get back to you. Even if it's a holiday, if it's a holiday, in fact, they get back to me in like um 2 hours. Yeah. So so for for us uh to be honest the kasa team has been uh uh we do not consider them as we consider them as an extension of our team as well. They have worked in terms of partnership with us very nicely and uh it has always been uh just a call WhatsApp or an email away.

15:26 There are no protocols in terms of and they have been very transparent in terms of uh how much time uh it would take for any deployment to go and we've seen that they have managed to keep those timelines always and if in case we required any further assistance post uh deployment they have always been more than happy to help us even then. So it's been a great partner partner and working environment with them. Sure. Thanks. Thanks Simma and Disha for uh the kind words. So any questions from the audience happy to take it.

16:01 Yes. Firstly thank you so very much for joining us here. Yes. Do we have any questions? We and also our jury members have two minutes for questions to them. So yes our team member is just passing a mic. If you'll have any questions Virgil to please raise the same and anyone can answer this particular question. And uh I'm interested to understand uh both of you talked about that the solution helped you reduce manual work right and secondly it helps you improve analytics and then in the case studies there were specific metrics given in both cases there was a certain sales increase that was talked about. Just want to understand a bit the how did that happen? Did it did the solution help you understand your customer better? Did that help in cross-selling more? Did that help in getting new customers more?

16:55 Or did that help in getting your retention numbers up? Just want to understand that and anybody can answer that. Do I answer that? Um so um the thing with us at least is um we have a lot of sales promoters that are not in our payroll but in the brand's payroll. So they deploy them at the store and we don't have any um access to them in terms of questioning them in detail in terms of you know why are you not performing what is are you capable incapable because that's not in our control. However, and they are the main drivers for the sales, correct? Um, however, we can speak to the brands about their performance. Earlier, we did not have any two like I mentioned. It was very manual oriented. We can't take all the 52 stores data in terms of how many have built, how many have not built and they would not even mention where whether it was build or lost. So, we didn't have that data. Number one.

17:53 Number two, we can't take 52 stores data, compile it with us at head office which would be extremely extensive and time consuming. Um that's when we got Kasa where you know we could create multiple reports in terms of understanding how many walk-ins have come into the store to begin with. Now you've got 10 walk-ins, what was your conversion um employee wise? So it could be more deepdriven. It could be more focused to the ground level as well and to the brand level where you have data point. You can't question me back in terms of saying that my store does not have walk-ins. It's your team member that is not capable of converting that XYZ product to that XYZ customer. Uh from an electronic standpoint, lead management is extremely critical. So our solution has multiple different modules depending on the retailer and the type of business of that retailer. Even let's say apparel there are different formats even within apparel. So depending on that different different parts of the solution get deployed essentially. So uh lead management was what we had deployed for uh Unilit whereas for MUI being an apparel retailer had loyalty coupons the personalization engine um you know uh cohorting engine and so on as well. So um to to your question I think uh Disha would be a better person to answer because it'll be coming from uh from a retailer. Uh but the system does suggest cohorts. It suggests things like let's say your store sales is not doing good.

19:25 You can actually say why is it not doing good? Which customer segments are actually not coming? And this is coming from the engine. You're not actually looking at a set of spreadsheets to figure out why it's not not happening. So if a product line is not performing again which customers are coming who used to buy the product line who are not no longer coming back for that particular product line which of the product line goes well with it. So all of those are actually there from the engine standpoint. You don't need to do more additional work as such. Um one of our recent modules uh not yet we are in the process of implementing for MUI um is a store sales prediction. So uh we actually say are you going to be able to meet um you know your targets for this month or not. Uh let's say you're on the fifth of the month and the system actually predicts out um with about roughly about 90% accuracy and if you're not the system will suggest here are the cohorts that you need to hit to be able to actually get the sales up and with that will you be able to meet the targets or not. So slightly pushing the boundary in terms of how we actually operate um and helping retailers basically. So nice. I don't know if that answers your question. Thank you. Thank you so very much Satya for joining us here and of course Disha and Simo for sharing your experiences with Kasa Retail AI. A round of applause for them one more time.