Westside, one of India’s leading fashion retail brands, aimed to streamline its customer engagement strategy by integrating customer data across platforms, optimizing communication costs, and improving campaign performance across channels.
As digital-first communication became more critical to retail success, Westside partnered with Consoul Solutions to build a unified data infrastructure and drive measurable gains in deliverability and cost-efficiency.
Challenge
Westside’s customer interaction data existed across online, offline, and contact centre touchpoints, leading to fragmented visibility and inefficiencies in campaign execution. The key challenges included:
- Lack of a unified customer view, making it difficult to personalise communication.
- High messaging costs, particularly via WhatsApp due to evolving META pricing rules.
- Deliverability concerns, especially across SMS and email.
- Operational inefficiencies in campaign setup and data hygiene.
Westside needed a structured roadmap to integrate data, rationalize channel usage, and reduce operational expenses while maintaining communication quality.
Solution
Consoul Solutions deployed a comprehensive data integration and cost optimization programme across four strategic pillars:
1. One View Roadmap
All historical data—across online, offline, and contact centre interactions—was integrated into MoEngage, establishing a unified customer view. This enabled seamless tracking and segmentation for personalized communication.
Impact:
- Clear visibility into customer behavior
- Foundation for data-driven lifecycle campaigns
2. Multi-Channel Setup & Warm-Up
Email, SMS, and WhatsApp were configured as primary engagement channels. Warm-up campaigns were executed to establish domain/IP reputation and ensure long-term deliverability and scale readiness.
Impact:
- 20% increase in email deliverability
- Stable performance across newly activated channels
3. WhatsApp Cost Optimization
Consoul renegotiated WhatsApp billing to shift from “sent” to “delivered” message billing, aligning with META’s latest pricing framework and minimizing unnecessary costs.
Impact:
- 15% reduction in WhatsApp messaging costs
4. Custom Programs for Data Hygiene
Custom logic was implemented to cleanse mobile databases and apply filters to flag invalid or unverified numbers. This improved cross-channel deliverability and prevented campaign waste.
Impact:
- Significant operational cost savings
- Higher ROI on every message sent
Results
Westside’s marketing operations were transformed through unified data integration, channel optimization, and cost control initiatives:
Key Outcomes:
- Unified Customer View enabled smarter segmentation and personalization
- 20% uplift in email deliverability, driving better campaign ROI
- 15% drop in WhatsApp messaging costs, via strategic billing adjustments
- Significant operational savings through data clean-up and automation
Conclusion
This case study highlights how strategic data unification and channel optimization can deliver meaningful efficiency gains in customer engagement. By partnering with Consoul Solutions, Westside not only reduced operational costs but also strengthened its foundation for scalable, personalised marketing in a competitive retail landscape.
