How to keep customers engaged in times of lockdown?

Some eCommerce businesses deemed non-essential or with limited items on the essentials list have found several ways of staying in touch.

Myntra, Bookmyshow, FirstCry and Nykaa are using informational content, gaming, and entertainment on their apps to connect with customers. This is aimed at building brand loyalty and familiarity.

The reason:

As a slowing economy forces consumers to cut discretionary spends, brand differentiat ..

“At this point… retention and recall are the most important metrics to track (in order) to bounce back fast when the lockdown is lifted,” the investor added. This seems to have paid off for SoftBank-backed baby ecommerce portal FirstCry.

The company amplified content from its parenting portal FirstCry Parenting on the main app. This includes a baby care zone where parents can consult doctors and health experts.

FirstCry, which initially shut services when the lockdown was ann ..

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