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
WPP Media elevates Dipti Gulati to vp, client growth for APMEA
Singapore-based executive to commercialise AI-powered solutions business across the region
SINGAPORE: WPP Media has promoted Dipti Gulati to vice president, client growth, handing her the mandate to lead the commercialisation of its solutions business across APMEA.
Based in Singapore, Gulati steps up after serving as senior director, client growth, where she drove expansion across APAC spanning programmatic, search, social, CTV, DOOH and cross-channel offerings. Now, she is tasked with translating advanced AI, data and technology ecosystems into scalable growth strategies for global brands across FMCG, luxury, F&B and financial services.
“I commercialise the future of media — at scale, across APMEA,” Gulati said, announcing her appointment. She added that she turns advanced data, AI and technology ecosystems into real commercial outcomes, shifting the conversation “from a pure media play to owning business outcomes”.
Her brief is unapologetically future-facing: addressable, accountable and AI-powered media. She will work with cross-market teams across APMEA, bringing together diverse perspectives and cultures to accelerate growth and build what she calls the “future of media”.
Gulati’s rise caps nearly two years at WPP Media and follows a six-month stint as regional director of growth, APAC, at Mindshare, where she led new business development and expanded capabilities for existing clients. Earlier, as global account director for integrated marketing communications on the Unilever business, she drove communications strategy for multi-million dollar beauty and wellbeing brands across Southeast Asia.
Before that, Gulati spent close to two years as associate director at Warner Bros. Discovery in Singapore. She also served as director, strategic partnerships and market development at TrustSphere, leading go-to-market and growth initiatives across Asia and evangelising relationship analytics to C-level executives. TrustSphere, credited by industry and Harvard Business School case studies as a pioneer in relationship analytics, became a springboard for her deeper engagement with data-driven growth.
Her board and evangelist roles at the Asia Cloud Computing Association and its Asia Analytics Alliance further sharpened her regional policy and analytics credentials. Earlier chapters include marketing consultancy at Blockchain Foundry and a seven-year run at Warner Bros. Discovery in India, where she led ad-sales and business development for HBO and WB across north and east India, delivering record billings. She began her career at Diligent Media Corporation Ltd and Bennett, Coleman and Co. Ltd..
From ad-sales floors in Delhi and Mumbai to boardrooms in Singapore, Gulati’s arc mirrors the industry’s own shift — from selling spots and slots to engineering outcomes through data and AI. At WPP Media, the brief is clear: scale smarter, move faster and turn algorithms into advantage.
