All work
Growth & retentionArvind Fashions · 2016 – 2021
GAP India's loyalty programme
Where retention became the job.
5 yrs
on the GAP brand in India
2
loyalty programmes led: GAP India and Sephora India
Context
A global fashion brand in India with plenty of first-time buyers and no system for bringing them back.
The problem
Marketing was campaigns. Nobody owned the second purchase.
The bet
- Launch GAP India's loyalty programme and run it as a product: enrolment, tiers, triggers, repeat purchase.
- Plan and execute the brand's retail marketing across stores, so the programme lived where customers were.
- Take the same approach to Sephora India's loyalty programme.
My role
Launched and ran the programme; led GAP India's retail marketing; later led Sephora India's loyalty programme.
What shipped
A loyalty programme a colleague later described as 'incredibly competitive', which kept supplying repeat business for the brand in India.
What happened
The pattern I would rebuild at Mokobara: think in cohorts and lifecycles, not campaigns.
What it taught me
Retention is where marketing turns into customer data. That turn led to everything since.