INCLUD wanted a reliable way to re-target shoppers, trigger event-based communication, and segment users in real time. Drop-offs were rising, and outreach felt generic rather than tailored to each family.
INCLUD is built around one person: the parent trying to get it right for their child. That is who we design for, and everything we build exists to understand them a little better. We bring the customer understanding, and CleverTap gives us the reach to act on it: the right channel, the right moment, at a scale a small team could never manage by hand. That is how a parent ends up feeling looked after rather than marketed to.”
Founded in 2023, INCLUD is a kids’ lifestyle brand built around the way kids actually live, boldly, curiously, and entirely on their own terms. The brand designs clothing, accessories, toys, and everyday essentials that go beyond dressing kids up, becoming part of how children show up in the world every day. As INCLUD’s understanding of its customers deepened with its proprietary persona classifier, it needed a single platform that could turn that intelligence into insights and deliver family-specific engagement on the go.
INCLUD wanted a reliable way to re-target shoppers, trigger event-based communication, and segment users in real time. Drop-offs were rising, and outreach felt generic rather than tailored to each family.
INCLUD needed a platform that could translate its own understanding of each child into precisely timed, individually relevant engagement, without adding work for a lean team.
INCLUD feeds user attributes from its in-house persona classifier into CleverTap, identifying whether a shopper prefers apparel or non-apparel products, as well as boys’ or girls’ styles. Tapping into these proprietary insights, CleverTap’s real-time segmentation helps create lifecycle segments that separate repeat buyers from first-time buyers, while live, event-based segments track order status and expected delivery dates. The result is precise targeting and genuinely relevant messaging for every family.
Push, email, SMS, and WhatsApp are orchestrated through CleverTap Journeys rather than one-off campaigns. Targeted cart abandonment flows boost conversion by 7%, while post-delivery engagement drives an 8% repeat purchase uplift. A dedicated app install journey nudges web buyers onto the app, increasing installs by 140% and app launches by 56%. Personalized app notifications drive an additional 50% lift in launch frequency.
INCLUD uses Liquid Tags to dynamically insert a child’s name, cart items, and last viewed products directly into push and WhatsApp messages, making the communication family-specific. Meanwhile, Linked Content updates prices and product details. A/B Testing evaluates creative and copy against live cohorts, and Best Time paired with RenderMax ensures the winning message lands exactly when a parent is most likely to open it.
In kids’ lifestyle, retention is built into the product: children keep growing, so what suits them today rarely suits them in a few months, and a happy customer has a real reason to come back. The hard part is showing up at the right point in that cycle for every family at once, rather than blasting everyone. CleverTap helps turn the natural repurchase rhythm into dependable, efficient growth a small team can actually run.”
In our business, the person paying is almost never the person it’s for, so the real work is inferring the child behind each order: a boy or a girl, their age and stage, and the categories they lean toward. We built that classifier in-house. From there, CleverTap does the heavy lifting: its real-time segmentation places each shopper in the right audience the moment they act, and its Journeys decide what they see and when. The customer feels understood, and keeps returning.”
Nine months into the partnership, CleverTap’s ease of use, reliable segmentation, and responsive support have made it INCLUD’s engagement backbone. Looking forward, INCLUD plans to sharpen segmentation around buying rhythm and purchase frequency, feed richer category and price affinity signals into CleverTap, and use those signals to automatically surface the right products to the right parent, building toward a fully individualized experience for every family, at every stage of childhood.
