Libas relied on multiple outsourced vendors, which limited its ability to re-target users effectively. The brand needed a centralized platform to manage and activate customer data autonomously.
Fashion is about more than clothing. It is about helping each customer find what feels right for her, whether she is dressing for a wedding, a personal celebration, or an everyday moment. CleverTap has enabled us to move from broad, generic outreach to conversations that actually bring together our users’ style, their needs of the moment, and what they may be looking for next. The impact on conversions and repeat purchases has been significant.”
Libas is one of India’s leading ultra-fast fashion brands for women, known for its stylish Indian wear and comfortable fusion styles tailored for every occasion. Built around the vision of celebrating free-spirited, modern women, the brand champions personal expression through design, storytelling, and immersive omnichannel experiences. As Libas expands its digital and cultural footprint, it requires a smart engagement platform to continuously understand user behaviour, personalize communication at scale, and create seamless customer journeys. This helps the brand enhance user experience, improve retention, and maximize customer lifetime value (CLTV).
Libas relied on multiple outsourced vendors, which limited its ability to re-target users effectively. The brand needed a centralized platform to manage and activate customer data autonomously.
Libas aimed to be present at the right channel with the right message. For this, it sought a powerful analytics capability that proactively leveraged user actions and optimized engagement on the fly.
Libas uses CleverTap as its central hub for customer data management and activation. The team maintains a well-organized user database and applies deep user analytics like funnel analysis and behavioural insights to map user journeys and identify drop-off points. This real-time view of what is working helps continuously refine targeting strategies, making CleverTap the engine behind Libas’s data-driven engagement ecosystem.
For timely, targeted communication, Libas builds dynamic cohorts rooted in real-time behavioural signals such as product views, cart abandonment, and purchase history, while also tapping into past-behaviour data to bring lapsed users back. To keep campaigns sharp, low-engagement or unreachable users are filtered out. With event-level granularity underpinning journeys and flows, communication consistently reaches users at the most impactful moments.
Libas orchestrates seamless campaigns, depending on the user lifecycle and the moment, across WhatsApp, Push notifications, In-App pop-ups, SMS, and Email through CleverTap. WhatsApp has proven to be a powerhouse for BOFU engagement, achieving read rates of up to 60% and conversion rates crossing 15%. Push notifications anchor re-engagement with users with CTRs consistently above 5%. In-App pop-ups have emerged as the standout performer during high-intent windows, particularly for new users, with CTRs of up to 60% and conversion rates of 2%+.
Libas uses Liquid Tags to dynamically personalize communications. With customer data flowing in from multiple integrated sources, Liquid syntax does the behind-the-scenes work of smoothing out data format inconsistencies, so personalization stays accurate and seamless. And to take personalize a notch higher, the team actively runs A/B tests across messaging, creatives, and timing for a clearer picture of what truly resonates.
CleverTap Journeys powers Libas’s thoughtful lifecycle marketing. New user app install journeys deliver relevant, sequenced communication that drives early activation and retention. As users settle in, journeys proactively nudge those sitting on unused rewards, turning dormant loyalty points into an opportunity for repeat purchases. Birthday journeys show up at just the right moment, creating genuine emotional touchpoints that drive both brand connection and incremental revenue.
Before CleverTap, we had no structured way to act on our customer data. Within a year, that changed. CleverTap has become the central platform through which we manage, activate, and act on data in real time. The segmentation and cohorting capabilities let us target users precisely, while the analytics help us continuously optimize. We have moved well beyond basic campaigns into a truly data-driven engagement ecosystem.”
Following the success of its targeted engagement strategy, Libas plans to expand tailored, real-time engagement across increasingly granular segments, ensuring every user feels understood. Leaning further into the advanced AI-led features and analytics CleverTap offers, Libas will continue to sharpen every digital interaction until it feels like a boutique shopping experience curated to every customer’s needs.
