MAM
Canifa achieves 54 per cent higher app conversion rate with CleverTap
Mumbai: CleverTap, the all-in-one engagement platform has announced that leading Vietnamese fashion brand Canifa, has achieved 54 per cent higher app conversion rate after deploying CleverTap.
Canifa has more than 100 physical outlets across Vietnam and a strong online presence. Canifa strives to create smooth and differentiated customer journeys and the same principle is extended to the shopping experience built on the mobile application. The tools previously used by Canifa had several limitations, leading to data silos, negatively impacting real-time personalization. This posed a significant challenge as they sought to win tech-savvy consumers within the Vietnamese fashion market, a fiercely competitive sector.
CleverTap’s integrated approach to customer engagement made them the perfect fit for Canifa. By unifying data from disparate sources, CleverTap helped Canifa build a detailed customer profile with granular insights on preferences etc. Owing to the competitive nature of the fashion sector, it was essential to establish top-of-mind recall. For this, CleverTap leveraged various engagement channels – SMS, push, In-App messages, email, etc. to ensure consistent mindshare amongst users. Of these channels, Push Notifications and App channels played a pivotal role, ensuring timely and personalized interactions.
Benefits following CleverTap’s implementation:
● 7 per cent boost in revenue per user (60-day period)
● 7 per cent boost in retention (60-day period)
● 50 per cent increase in conversion rate (MoM)
● 4 per cent increase in stickiness (60-day period)
● 20 per cent increase in retention rate
● 54 per cent boost in app conversion rate
Canifa martech expert Hoang Quoc Khanh said, “CleverTap is a single, powerful tool that enables our marketers to independently design and deliver individualized experiences at speed and scale. We have seen our conversion rates increase by 54 per cent, and our revenue per user by 7 per cent. This level of unprecedented growth helped ensure we retain our position as leaders in the Vietnamese fashion market. We look forward to deploying CleverTap’s platform for the upcoming brands within our diverse portfolio, anticipating similarly stellar outcomes.”
CleverTap chief revenue officer Sidharth Pisharoti said, “Partnering with a market leader such as Canifa within a hyper-competitive market was both a challenge and an opportunity for us. Because in today’s fast-paced fashion landscape, trends shift rapidly, and adaptability is key. Canifa’s impressive 7 per cent increase in revenue per user demonstrates CleverTap’s ability to positively impact customer business. And we look forward to playing a pivotal role in Canifa’s future successes.”
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
