Engagement & Retention project | Nestasia

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Engagement & Retention project | Nestasia

What does Nestasia do?

Nestasia is a modern home and lifestyle brand that helps urban Indian consumers create beautiful, expressive spaces through thoughtfully designed, globally inspired products. Founded in 2019, the brand offers over 7,000 curated SKUs across categories like home décor, kitchenware, serveware, storage, and gifting.

What sets Nestasia apart is its focus on design-led curation, quality, emotional resonance, and accessibility. It caters to a growing segment of style-conscious, digitally active consumers, primarily women in metro cities

Core Offerings

Nestasia designs, curates, and retails a wide range of home and lifestyle products across:

Home décor (vases, trays, centerpieces, wall art etc.)
Serveware & kitchenware (ceramic dinner sets, platters, glassware etc.)
Storage & organization (baskets, boxes, drawer solutions etc.)
Soft Furnishings (throw,cushion, bed linen, rugs)
Gifting (pre-curated boxes for weddings, housewarmings, Diwali, etc.)
Newly Introduced Categories ( Bags, Jewellery, Car accessories , scarves )

Key Product Attributes

Design-Driven: Every product is crafted with a strong focus on aesthetics and global design sensibilities.
Category Breadth: Over 7,000 SKUs across decor, dining, kitchenware, and gifting.
Curated Experience: Collections are curated thoughtfully to match evolving lifestyles, trends, and occasions.
Gifting-Ready: Products are designed to be perfect for self-use and thoughtful gifting.
Premium Look & Feel, Accessible Pricing: Sophisticated design and high-quality finish without the heavy price tag.

What Problem are they solving

Urban Indian consumers, especially women in their 20s to 40s, want homes that reflect their evolving taste, lifestyle, and identity.

Lack of unique, design-led home products:
Most mass-market options are generic, purely functional, and lack emotional or visual appeal.

Home decor is often expensive and inaccessible:
Premium design brands price out a large section of aspirational, style-conscious buyers.

Evolving consumer taste not reflected in local markets:
Urban Indians are influenced by global design trends but have limited access to products that match their aspirations in their budget.

In context of ICP's

Mani values her home deeply and takes pride in keeping it welcoming and presentable. But

Products feel uninspiring: Local markets are filled with mass-produced or overly traditional decor that lacks taste or modern appeal.
Quality vs. price : She wants products that are worth gifting and using during festivals, but premium brands feel too indulgent.
Overwhelmed by online options: Browsing online marketplaces is confusing — too many choices, zero styling help.

Priya is setting up a new life and home, emotionally invested, visually inspired, and socially influenced. But

Struggles to bring vision to life: Loves Pinterest and Instagram inspiration, but can’t find products that match her taste and budget.
Busy lifestyle: She doesn’t have time to curate every corner herself, she wants easy-to-style products.
Wants to show her personality through her space, but doesn’t want to splurge just to impress.

What Solution are they providing

Thoughtfully designed, globally inspired products that combine form, function, and emotion.

Bridging the gap between premium aesthetics and affordability.

Curated collections that reflect global trends but are adapted to Indian needs and occasions (Diwali, weddings, gifting moments).

Making home styling and gifting easy, emotional, and aspirational, without overwhelming price points.

In context of ICP's

For Mani:

Elegant products that feel premium enough for festivals or gifting, but still practical for everyday use.
Pre-curated collections that save her time and decision fatigue — whether she’s shopping for Diwali, a dinner party, or a gift for a wedding.
Emotional storytelling and thoughtful packaging that make her feel like she's giving something with meaning, not just buying a product.

For Priya:

Modern, globally inspired styles that match the taste she sees online — boho, minimal, warm, muted, aesthetic.
Affordable luxury — stylish decor without luxury pricing.
Quick styling wins: curated bundles, room ideas, and gifting sets so she can make her house look beautiful without stress or interior knowledge.

TLDR:

Nestasia solves for the modern Indian who wants to live (and gift) beautifully without paying luxury premiums or settling for dull, mass-market products.

Core Value Proposition

For modern Indian consumers who want to create aesthetically pleasing, meaningful, and high-quality home spaces, Nestasia is a home and lifestyle brand that offers thoughtfully designed, durable, and globally inspired products that elevate everyday living, bridging the gap between premium design and accessible pricing.

Product Category Deep dive

All product categories:

https://whimsical.com/nestasia-DbkXm5kTtmnRjojkfyzzUe

Segmentation by category

Parent Category	Category	Avg selling price level	Natural Frequency	Positioning	Use Case	Who Buys
Dining	Dinnerware	Medium	Medium	Aesthetic + Daily Use	Meals, Hosting	Homemakers, Newlyweds
Dining	Drinkware	Low	Medium	Visual Appeal + Utility	Everyday drinks, Guests	Young Adults, Hosts
Dining	Serveware	Medium	Low	Aesthetic + Gifting	Hosting & Entertaining	Boutique Shoppers, Gift Seekers
Dining	Table Accessories	Low	Medium	Functional Accents	Decor + Occasion Use	Women 30+, Gifting buyers
Kitchen	Storage	Low	Low-Medium	Aesthetic + Utility	Modular storage, meal prep	Organized Users, Moms
Kitchen	Tools & Accessories	Low	Medium	Utility First	Cooking Convenience	Homecooks
Kitchen	Cookware	Medium	Low	Design + Heat-safe Cooking	Stylish cookware	Young professionals
Decor	Wall & Surface Decor	High	Low	Premium Styling	Statement decor	Design-conscious buyers
Decor	Table Accents & Objects	Medium	Low-Medium	Conversation Starters	Coffee table decor	Creative shoppers
Decor	Fragrance & Spiritual	Medium	Medium	Mood Setting	Self-use & Gifting	Women 35+, Festive shoppers
Decor	Indoor Plants	Low	Medium	Visual Freshness	Urban greenery	Millennials, Renters
Decor	Candles + Votives	Low	High	Decor + Fragrance	Ambience/Gifting	Younger Women, Hosts
Decor	Other Decor	Medium	Low	Varied Aesthetic	Seasonal, Utility Decor	Exploratory Shoppers
Bath	Bathroom Essentials	Low	Medium	Functional	Daily hygiene	Women, Moms
Bath	Bathroom Accessories	Low	Low	Aesthetic Add-ons	Utility + Look	Couples, Renters
Fashion & Utility	Personal Accessories	Low	High	Trendy + Affordable	Gifting, Fashion	Young Women
Fashion & Utility	Jewellery	Medium	Low-Medium	Premium Gifting	Self-use, Occasional	Women 20–40
Fashion & Utility	Organisers	Low	Medium	Neatness + Storage	Drawer/Bath/Kitchen	Working Women
Fashion & Utility	Bags	Medium	Medium	Daily Utility + Design	Work, Travel, Utility	Students, Professionals
Soft Furnishing	Throws	Medium	Low	Layering + Texture	Winter Decor	Women 30+
Soft Furnishing	Blankets	High	Low	Comfort	Seasonal/Winter	Families
Soft Furnishing	Bed Linen	Medium	Low-Medium	Aesthetic Utility	Bedroom Styling	Couples
Soft Furnishing	Rugs	High	Low	Statement Utility	Living/Bedroom	Style Seekers
Soft Furnishing	Cushions	Medium	Medium	Style Accessory	Living, Bed Styling	Home Decor Enthusiasts

Understanding nuances of category & subcategories would help up make better engagement and retention strategies

Natural Frequency

Broad overview:

Nestasia operates in a low to medium frequency, lifestyle upgrade-driven category where most purchases are discretionary, aesthetic, or occasion linked rather than habitual. The frequency varies by product type, buyer intent, and life context (new home, marriage, festivals, etc.).

Core Insights from Natural & Sub-Product Frequency:

Dining & Kitchen products like dinnerware, drinkware, and storage items fall under medium natural frequency, typically purchased every 2–3 months, often driven by functional upgrades, hosting needs, or festive curation. Users like Mani and Priya return to refresh essentials or shop for occasions like Diwali, housewarmings, or gifting.
Home decor categories such as wall art, trays, vases, and centerpieces have a low to medium frequency, activated more by styling intent or seasonality than necessity. These see repeat interest when new collections drop, during home makeovers, or triggered by visual inspiration. Power users like Arjun exhibit strong re-engagement behavior when new aesthetic themes are launched.
Soft furnishings like cushions and throws show medium frequency, especially among style-focused users who update their spaces seasonally. Meanwhile, high-ticket items like rugs or bed linen are purchased bi-annually or during major overhauls.
Gifting and hampers show event-linked spikes especially during Diwali, weddings, and Rakhi. Casual users like Namrata enter the funnel during these high-context windows, with low repeat unless retargeted through occasion-based CRM flows.
Across categories, user frequency is shaped more by styling need, inspiration, and cultural triggers than by utility. This means engagement is cyclical and sentiment-driven not habitual.

Engagement Framework for Nestasia

Engagement Framework		Relevance for Nestasia	Key Metric to be Tracked	Rationale
Breadth	Secondary	Wide range of categories (dining, decor, kitchen, etc.) is central to discovery	No. of categories browsed per session- Unique SKUs viewed/session	High breadth = higher discovery = more chances of conversion in a low-frequency category
Depth	Primary	Add-to-cart, Wishlist, PDP revisit, scroll depth all indicate interest, better LTV	Add-to-cart rate- Wishlist usage- Product revisit within 48 hrs	Users showing depth are closer to intent; important in decor which often involves evaluation
Frequency	Tertiary	It’s not a naturally high-frequency category, but repeat visits still matter	Days between visits- Sessions per month- Repeat purchase window	Tracking return frequency helps spot the transition from casual to core users

Active User for Nestasia

The active user for Nestasia is defined as someone who has made at least one purchase.

In a category like home decor, which is inherently low-frequency but high-intent, a completed purchase indicates that the user has not only explored but also found enough value and trust in the brand to commit financially. This act reflects a meaningful interaction with Nestasia’s core offering

ICP Engagement Insight: Why Depth Matters Most at Nestasia

Unlike daily-use platforms (like grocery or beauty), Nestasia plays in the low-frequency, high-intent home and lifestyle space, where purchases are driven less by utility, and more by styling needs, emotional triggers, and occasion-based gifting, traditional engagement metrics like daily active use or high-frequency purchases are less relevant. Instead, what truly defines a valuable user is depth, a combination of frequency × AOV × category exploration.

Users who spend time browsing across multiple categories, revisit PDPs, use wishlists, and build carts with curated intent show far stronger conversion and LTV than high-frequency, low-value buyers.

Understanding Nestasia's ICP

Criteria	ICP 1	ICP 2	ICP 3	ICP 4	ICP 5
Name	Mani	Priya	Namrata	Arjun	Prachi
Age	45	27	38	32	25
Gender	Female	Female	Female	Male	Female
Marital Status	Married	Recently Married	Married	Single	Single
Have Kids?	Yes	No	Yes	No	No
Monthly Income	1.5 lakh (Household)	90,000/month	80,000+/month	2 Lakh/month	60,000/month
Location	Delhi (Tier 1)	Banglore (Tier 1)	Jaipur (Tier 2)	Banglore (Tier 1)	Mumbai (Tier 1)
Occupation	Homemaker	IT Consultant	Boutique Owner	Interior Designer	Visual Designer
Interests & Hobbies	Cooking, Workout, Jogging, Gardening, Reading	Travel, Online Shopping, Home styling,	Hosting, festival planning, shopping, crafts	Art, Photography, Travel, Reading, Workout	Photography, Traveling , Workout, Going Out
Most Used Apps	Blinkit, Insta ,Youtube , Whatsapp,	Insta, Blinkit, Zomato, Spotify, Whatsapp, Gmail, Nykaa	Instagram, WhatsApp, Amazon, Nykaa	Instagram, Pinterest, Zomato,	Pinterest, Instagram, Youtube, Snapchat, Chatgpt, Swiggy, Meesho, OLA
Primary Shopping Categories	Grocery, Clothing , Home Accessories, Cosmetics	Cosmetics, Home Accessories, Clothing	decor, trays, hampers, dining accessories, Clothing	Centerpieces, vases, organizers, office decor	Clothing, Accessories, Cosmetics/Skincare, Grocery, Home Decor, Lightings, Planters, Flowers
Pages Followed on Instagram	ElleDecor, LBB, IKEA India, FabIndia, Bollywood Actresses ,GoodEarth	Home styling pages, Fashion Inspiration pages, Travel Pages, Makeup and skincare brands	Designer Fashion Brands, Fashion Designers, Bollywood Celebrities, Craftmanship Videos	Interior Styling and Trends, Music Artists, Photography Pages, Home furnishing brands, Fitness influencers	Animal Videos , Memes, Home Styling , Personal Styling
Shopping Device	Mobile	Mobile & Laptop	Mobile	Mobile, Ipad & Laptop	Mobile
Aesthetic Sensibility	Above Average	Medium	Above Average	High	High
Home Ownership/Renting	Owned	Rented	Owned	Owned	Rented
Content Consumption Style	Reels, Blogs, Series, Stories	Reels , Stories, Carousels	Reels, Youtube, Stories,	Reels, Blogs , Youtube + shorts, Static Posts-	Reels, Youtube , Blogs
Outside Purchase Approver/Influencer	Husband, Children	Husband, Friends	Husband	None	Friends, Flatmates
Need	Enhancing comfort & aesthetics at home	Set up a beautiful yet functional rented home	Celebrate festivals with elegant, expressive home setups	Find well-designed, unique products for personal	Style her rental space with trendy, vibey decor on a budget
Pain Point	Limited availability of high-utility + aesthetic products in one place	Low trust in quality of aesthetic yet affordable decor	Difficulty finding locally relevant, festive decor that's unique	Limited discovery of aesthetic	Trendy items are mostly expensive
Websites other than Nestasia for Home Decor shopping	Pepperfry, Urban Ladder, Home Centre	The June Shop, Amazon, IKEA, Home Centre, Flipkart	Pepperfry, Amazon, Local Boutiques	IKEA, Elementry, Local Designer Studios,	IKEA, Meesho, Amazon, Flipkart
Frequency of use case	Every 6–8 weeks	Every 4–6 weeks	Every 16–18 weeks	Every 6–8 weeks	Every 6–8 weeks

ICP Deepdive

Deepening ICP Understanding- Segmenting by Depth + Intent

At Nestasia, segmenting users solely by purchase frequency risks overlooking the emotional and stylistic nuance that drives retention. Instead, a depth-led segmentation, measured through frequency × AOV × cross-category discovery,more accurately reflects customer value in a low-frequency, aesthetic-first category like home & lifestyle.

To operationalize this, we can introduce three internal behavior tags.

-Styling Maturity Index (SMI): Indicates a user’s engagement across visual content, bundles, PDP scroll depth, and styling collections.

-Occasion Affinity Score (OAS): Tracks how strongly a user’s purchase pattern aligns with seasonal or cultural events (e.g. Diwali, housewarming).

-Use-Case Breadth: Measures the number of categories shopped across (e.g. kitchen + decor + gifting) to determine expansion potential.

For example,

-Arjun ranks high on Styling Maturity and Use-Case Breadth, making him ideal for early-access styling drops,

-Namrata, with high Occasion Affinity but low breadth, should be re-engaged via event-based gifting flows.

These behavioral signals can be actionable levers to tailor product recommendations, timing of nudges, and communication tone.

Casual/Core/Power Segmentation

Category	Casual User	Core User	Power User
Natural Frequency of purchase	Bi Annually	Quaterly	Monthly
last time visited the site?	Within last 3 months	Within last month	In the last 7 days
How many purchases made?	1 time or impulse	2–4 purchases	5+ purchases, across categories
Wishlist/Add-to-Cart usage	Rarely uses cart	Saves items during sale events or occasions	Regularly adds to cart, uses wishlist actively
Time spent per session	less than 2 min, browses few SKUs	5–10 min, explores multiple categories	10+ min, dives deep into collections and videos
Monthly budget for decor/gifting	500k–1500k	1500k–4000k	4000k
Preferred Use Case	Essentials/gifting	New home setup, styling flat	Seasonally updates decor, gift planner
Engagement with features	Rarely watches videos or reads guides	Uses “Shop by Video”, browses bestsellers	Engages with videos, follows brand pages, joins newsletters
Pain Point	Pricing, shipping time, trust	Gifting clarity, curation, designs	Desire for personalization, Curated collection, Designs
Primary Categories Explored	Essentials Furnishings	Gifting, Everyday Living	Everyday Living, Decorative categories, Gifting
Average Order Value	less than 1k	1k to 3k	more than 3k

Nestasia Casual/Core/Power Segmentation by ICP

Category	ICP 1: Mani	ICP 2: Priya	ICP 3: Namrata	ICP 4: Arjun	ICP 5: Prachi
Natural Frequency of purchase	Every 6–8 weeks	Every 4–6 weeks	Every 16–18 weeks	Every 6–8 weeks	Every 6–8 weeks
Last site visit	1 month ago	<2 weeks ago	>1.5 months ago	2 weeks ago	2 weeks ago
How many purchases made?	3–4 orders	2–3 orders	1–2 orders	3–4 orders	2–3 orders
Wishlist/Add-to-Cart usage	Moderate (functional)	High (style-first)	Low (event-based)	High (visual taste)	High (budget-first)
Time spent per session	Moderate	High	Low	High	Medium
Avg. Monthly budget for decor/gifting	2k–3k	2k–3k	1k–1.5k	2k–3.5k	1k–1.5k
Preferred Use Case	Everyday living	New home setup/ essentials	Festivals & Gifting	Workspace/personal/living	home styling/essentials
Engagement with features	Low–Medium	High (collection, video)	Low (single event)	High (exploratory)	Medium (collection browsing)
Pain Point	Hard to find utility+design mix	Hard to trust new sites	Lack of festive, elegant variety	Hard to discover niche decor	Trendy = overpriced
What would improve experience?	Curated functional sets	Visual trust triggers, reviews	More localized festive options	Easier navigation, better filtering	More affordable, trendy finds
Primary Categories Explored	Bowls, organizers, trays	Wall art, planters, utility decor	Festive trays, hampers, candles	Desk items, wall accents	Lights, planters, aesthetic items
Average Order Value	2.5k–3.5k	2k–3k	1.2k	3k–4k	800-1.4k

Engagement Campaign 1 - Casual to Core

“Spend Your Style Credits” - Micro-Purchase Credit Nudge

Objective:

Leverage small earned credits from the first purchase to nudge casual users toward a second, low-barrier purchase, easing them into repeat buying behavior.

Reasoning:

Casual users have already shown some trust. Giving them in credits post-purchase creates a psychological sunk cost and "free money" bias.

-Nudging them with a relatable, low-ticket item (like a scented candle worth 300) makes the next decision feel like a “treat” rather than a commitment.

-This removes friction and increases the odds of forming a repeat-purchase habit.

Expected Outcome:

-Higher 2nd-order conversion from casual users

-Lower time between 1st and 2nd order

-Easier onboarding into loyalty/credit system

Parameter	Details
Target User	One-time buyers with AOV less than 1,500 within the last 60 days
Goal	Convert 1 time buyers into repeat customers using credit + contextual product nudges
Channel	WhatsApp (Primary) , E-mail (Secondary) , In-app Notification
Pitch/Content	Message: “Hey, you gove rs150 style Credits ! wanna grab your favorite scented candle for half the price?” CTA: “Use Your Credits Now – Ends in 48 Hours” Image: Suggested product images with price, ( products suggested = Credit to ASP Ratio: 30%–50% ) so that there is minimum friction to purchase
Offer	10% of first aov given as credit, automatically applied to selected products on second purchase(e.g., candles, trays, mugs)
Frequency	Triggered 14 days post first order delivery + reminder after 36 hours
Timing	Evening slots (7–9PM) when users are more open to impulse lifestyle spending
Success Metric	Conversion rate from 1st to 2nd order within the credit redemption window
Other Metric to Track	- Redemption rate of credit- Product clicked vs product bought Average time to 2nd order

Engagement Campaign 2 - Core to Power

“Style Milestone Rewards” - Unlock After 3 Orders

Objective:

Reward mid frequency users for consistent buying with a prestige based nudge that encourages a higher value 4th order, turning them into loyal, higher LTV users.

Reasoning:

-Core users have made 2–3 purchases, so they trust the brand , but may still buy only on impulse or for specific needs.

-Creating a “Style Milestone” moment makes their loyalty feel recognized and nudges them to treat themselves or upgrade.

Expected Outcome:

-Higher 4th order conversion

-Increase in AOV through curated upgrade bundles

-Brand repositioning from utility to lifestyle

Parameter	Details
Target User	Users with exactly 3 lifetime orders in , average AOV of 2,500+
Goal	Drive 4th purchase with higher basket value and deepen brand association
Channel	Whatsapp (Primary) + Email + In-app Notification + On-site Banner
Pitch/Content	Message: “You've styled your space 3 times with us. Let’s make this one special.” CTA: “Unlock Your Style Upgrade Bonus , Valid Till XYZ” ( 1.5 months after 3rth purchase)
Offer	500 credit on curated style bundles worth 2,999+ (e.g., cushion sets, table setups)
Frequency	Triggered once after 3rd order delivery + reminder on Day 7, Day 14, Day 30, Day 37 and last 48 and 24 hours of offer.
Timing	Mid-week (Wed/Thu) to avoid sale fatigue and encourage intentional shopping
Success Metric	4th purchase rate from 3 time buyers
Other Metric to Track	- AOV uplift- Redemption rate on curated bundles- Time to next order

Engagement Campaign 3 - Core to Power

“Style Bold” - AOV Expansion

Objective:

Encourage core users to increase their average order value by nudging them toward high-style, high-ticket curated collections and give them a compelling reason to upgrade their cart.

Reasoning:

-Many users buy 2–3 items per order but don’t cross 2000–2500 in cart value.

-Bundled styling sets (e.g. "Everything you need for a Pinterest-worthy console setup") remove choice paralysis and elevate perception.

-Offering a tiered bonus incentive on cart value creates positive reinforcement for spending more.

Expected Outcome:

-AOV uplift of 20–30% in the targeted cohort

-Increased bundle/cart size

Parameter	Details
Target User	Users with 2–3 past purchases, AOV consistently between 1200–2500
Goal	Increase basket size and upgrade perception of value
Channel	Whatsapp (Primary) + Email + On-site PDP nudge
Pitch/Content	Message: “Your style’s evolving. So should your cart.” “ Get 400 off on curated bundles over 2999 complete the look ”
Offer	400 off on cart 2999+ from pre-curated collection sets (e.g., “Dinner for 4,” “Festive Entryway,” etc.)
Frequency	triggered after 3rd purchase or 5000-6000 lifetime value
Timing	Mid week (Wed/Thu) to avoid sale fatigue and encourage intentional shopping
Success Metric	% uplift in AOV among eligible cohort
Other Metric to Track	- Conversion from bundle PDP- Units per order

Engagement Campaign 4 - Casual to Core

“From Gifter to Styler” - Festive Habit Loop

Objective:

Convert one time festive buyers into repeat users by positioning Nestasia not just as a gifting brand, but as a seasonal styling partner for every celebration.

Reasoning:

-Many users enter Nestasia through a gifting moment (Diwali trays, hampers, candles).

-Post-festival, they churn if not re-engaged.

-This campaign triggers them before the next festival, turning their gifting habit into a home styling habit.

Expected Outcome:

-Reactivation within 30–45 days of last festive purchase

-Expansion into non-gifting SKUs like tableware, decor, organizers

-Transition from “occasional” to “habitual”

Parameter	Details
Target User	Casual users whose last purchase was during a festival (in past 45–90 days)
Goal	Reframe Nestasia as more than a gifting brand, nudge toward styling their own space as well
Channel	WhatsApp + Email + In-app carousel
Pitch/Content	Message: “You styled someone else’s Diwali. Now it’s time to style yours.”“Festive styling begins with your space.” CTA: “Use 250 Style Credit , Ends Sunday”
Offer	250 credit on decor orders above 1,499
Frequency	Triggered 2 weeks before next upcoming festive season
Timing	monday to saturday, before long weekends or celebration windows
Success Metric	Conversion rate to non-gifting category from past festive users
Other Metric to Track	- Category shift - Time since last order -LTV uplift over 2 months days

Engagement Campaign 5 - Core to Power

“Welcome to the Nestasia Family” - Loyalty Identity

Objective:

Turn engaged repeat users into emotionally committed, high-LTV loyalists by rewarding them for both purchases and participation

Reasoning:

-Emotional loyalty is built when a user feels recognized for who they are, not just what they buy.

-Add optional tiers or perks

Expected Outcome:

-Increased LTV from mid/high value customers

-More engagement with bundles, new launches, gifting etc.

-Referral & WOM likelihood.

Parameter	Details
Target User	Users with 3+ orders or 6,000+ lifetime spend, high category engagement
Goal	Deepen retention and spend by making them feel like part of a curated community
Channel	Email + WhatsApp + On-site badge
Pitch/Content	Message: “Welcome to the Nestasia Family, You’re now one of our top stylers.”“Enjoy exclusive previews, special offers, and 600 in loyalty perks , just for you.” CTA: “View Your Family Perks”
Offer	-600 loyalty credit over next 2 months -Early access to festive collection - Surprise birthday/occasion gift
Frequency	Triggered post 3rd or 4th order, or at 6,000 LTV milestone
Timing	Mid-week “you’ve earned it” drop
Success Metric	-LTV growth among enrolled users, -Frequency of quaterly purchase
Other Metric to Track	- Order frequency post-loyalty entry - Engagement with early access - Credit redemption rate

Understanding & Defining Retention

Bird-Eye View

What’s the estimated retention rate for Nestasia?

Since Nestasia is a low-frequency, high-consideration lifestyle brand, we cannot expect high D30 retention like SaaS or fitness apps. Based on secondary data from similar D2C brands (like The June Shop, Nicobar, and Chumbak), the average repeat purchase rate in 90 days is 18%–22%.

Given Nestasia’s recent funding round, strong brand identity, curated selection, and gifting triggers, it's likely slightly better than competitors, especially among users with more than 2 purchases.

Estimated 90-day retention rate = 20%-25%

At What Period Does the Retention Curve Flatten?

Retention typically flattens around Month 5–6 for home decor D2C brands due to the nature of the purchase cycle.

Microscopic View

Which ICPs Drive Best Retention for Nestasia?

Category	Core User	Power User
Characterised by	2+ purchases in 6 months, buys from 1–2 categories	4+ purchases, explores across categories, shares UGC
Loyalty	Loyal to aesthetics or seasonal collections products	Loyal to Nestasia as a brand - comes back for both gifting + styling, essentials
Retention Driver	Wishlist nudges, credits, curation sets, Offers	family/loyalty access, milestone rewards, new collections, credits, surprise perks
Brand Connection	Identifies with Nestasia as a taste driven brand	Sees Nestasia as part of their lifestyle and go to home shopping place

Which Channels Drive the Best Retention?

Channel	Impact	Best for...
WhatsApp	High	Cart nudges, style credit reminders, gifting offers
Instagram	High	Story drops, repost loops, visual styling inspiration
Email	Moderate	Styling guides, festive lookbooks, but needs personalization
Referral	High	Gifting-forward referrals (“Gift 300”) = emotional repeat driver

What Sub-Features or Experiences Drive the Best Retention?

Experience/Feature	Retention Impact	Why It Works
Style Credits + Wishlist	High	Creates a sunk-cost effect and psychological intent marker
Category Curation (Shop by room, occasion)	Medium–High	Reduces browsing fatigue, promotes cross-category discovery
Post-purchase Styling Prompts	Low	Nurtures a “what next?” mindset after the first purchase
Styling Challenges / Gamified Habits	Low-Medium	3-style challenge or "Complete your home" loop increases engagement
User-generated content loops	High	Builds identity and emotional reward

Defining Churn

A user will be considered churned if they have not made a purchase within 180 days of their last order and have not engaged with the platform meaningfully (e.g., deep browsing, wishlist, cart activity).

Why 180 Days?

Since Nestasia operates in a low to medium frequency, the assumed/guestimated median natural frequency of the ICPs falls between 60-90 days. 180 days allows a significant grace window considering the low frequency nature of the category, beyond which a user is likely inactive or disengaged.

Reasons for Churn

Involuntary churn	Explanation	Voluntary churn	Explanation
One time use case	Had a one time need for the products offered	Got what they needed in one go	true for gifting buyers or event-led shoppers
Delivery issues or delays	Trust erosion, especially for first time users	Didn't find the next thing to buy	Poor cross-category discovery or unclear product curation
Quality expectation mismatch	Trust erosion, Disappointing experience	Perceived brand as “expensive” or not worth it	Common among budget conscious buyers
Payment friction	Cart dropped due to failed transactions or lack of preferred payment modes	Brand didn’t stay top of mind (TOMA)	Weak recall post-purchase, no compelling engagement nudges
web bugs or loading lags	Can create frustration during festive rushes	Found better alternatives elsewhere	Competition by existing players like ikea, homecentre, pepperfry etc, especially in more utility based categories

Negative Actions

User Action	What It Indicates	Churn Risk Level
Adds to cart but never completes checkout	Friction, hesitation, lack of urgency	Medium
Repeatedly visits only 1–2 categories	Narrow interest, poor category exploration	Medium
Deletes or clears wishlist	Dropping intent, disinterest, price fatigue	High
Views product multiple times without adding to cart	Price concern or product trust issues	Medium
Bounces off site within 30 seconds repeatedly	Weak intent or brand disconnect	High
Unsubscribes from email or mutes WhatsApp	Loss of interest in engagement channels	High
Only buys during sales or heavy discount periods	Deal seeker behavior, price only loyalty	Medium
Filters only by “Lowest Price” or “Under ₹1000” repeatedly	Strong price sensitivity, limited ASP flexibility	Medium
Leaves negative review or CSAT feedback	Frustration with product, service, or delivery etc.	High
Views return/cancellation policy more than once	Second thoughts or low trust in brand	Medium
Stops engaging with collection pages and other content	Emotional disconnect from the brand	Medium
Clicks on competitor links	Exploring alternatives , low loyalty	High
No cart/wishlist/page view activity in 60+ days post purchase	Silent churn, low intent, low recall	High

Resurrection Campaign 1

For hibernating users who were once engaged, but haven’t returned in 60–180 days.

Parameter	Details
Segment	Hibernating
Details about segment	Users who’ve purchased at least once, but have been inactive for 60–180 days. They’ve shown a clear initial interest but have silently dropped off.
Problem to address	Users likely forgot about the brand, didn’t find a strong reason to return.
Why this campaign from user’s POV?	“I liked their aesthetic... but I just haven’t checked them out in a while. Is there anything new?” This campaign taps into curiosity, recency bias, and fresh drops.
Threat	Hibernators move into full churn, and their recall erodes.
Goal	Re-engage users with aesthetic affinity by showing what’s new + reminding them of the brand’s visual value.
Success Metric	Session reactivation within 3 days, add-to-cart action triggered
Offer	250 styling credit valid for 72 hours
Concept of Pitch	“Your taste has evolved and so have we.” Remind them of Nestasia’s evolving aesthetic drops, and create FOMO via limited edition collection access
Channel	WhatsApp + Email
Timing	Day 75 post inactivity + second message at Day 90
Why this campaign?	1. Reminds users of what they once liked. 2. Newness triggers return interest. 3. Time limited credit activates urgency. 4. Affordable offer lowers return friction

Resurrection Campaign 2

For churned users who haven’t returned in 180+ days

Parameter	Details
Segment	Churned
Details about segment	Users who’ve purchased at least once, but no engagement in over 180 days
Problem to address	These users are silent churn. They’re unlikely to return unless reactivated by strong incentive or emotional re engagement
Why this campaign from user’s POV?	“They weren’t for me. But I’d tell them if they asked.”
Threat	zero recall, competitor loyalty building
Goal	Learn why they churned + offer a no pressure way to return
Success Metric	Feedback form completions, re-visits, credit redemption, Re engagement + add to cart
Offer	250 store credit in exchange for 30 second feedback
Concept of Pitch	Emphasize how their voice will shape better drops
Channel	Email +WhatsApp
Timing	Day 185 after last interaction
Why this campaign?	1. Collects churn insights. 2. Passive re-engagement.

Resurrection Campaign 3

For users who left a bad review or CSAT rating and haven’t returned since.

Parameter	Details
Segment	Negative Sentiment + Silent Disengagement
Details about segment	Users who rated a product/service poorly (1–2 stars or negative CSAT), and have shown zero engagement (no visits, cart, or email opens) in the 60+ days post-review.
Problem to address	These users had a frustrating experience that damaged trust. Without reparation, they’ll never return
Why this campaign from user’s POV?	“They actually noticed and cared? I wasn’t expecting that. Let’s see if they mean it.”
Threat	Long-term brand perception damage + lost revenue + potential negative virality
Goal	Acknowledge the issue and re-open the relationship
Success Metric	Response to message, form submission, revisit, credit redemption, purchase again
Offer	Personal apology +300 unconditional store credit or refund for the bad experience product
Concept of Pitch	“We’re sorry you had a bad experience. Let us make it right.”
Channel	Personalized Email + WhatsApp
Timing	7–10 days after review if no activity logged
Why this campaign?	1. re builds trust in brand 2. re activate potential churned user

Resurrection Campaign 4

For a power user who starts acting like a core or casual user.

Parameter	Details
Segment	At Risk Power User ( showing negative action signs)
Details about segment	Previously purchased 4–5 times, explored 3+ categories, but over the past 45 days has made fewer to no visits, no new wishlist activity and purchase
Problem to address	Their engagement rhythm is breaking
Why this campaign from user’s POV?	“I used to love checking out their stuff. Haven’t really seen anything new or exciting in a while…”
Threat	Gradual disinterest might lead to eventually losing a high AOV, cross-category loyal user
Goal	Reignite emotional connection with the brand. Reactivate cross-category interest.
Success Metric	Return to multi-category browsing, wishlist revival, repeat purchase within 7-12 days
Offer	Loyalty reward: free gift for loyalty on next order
Concept of Pitch	“You’re not just any shopper. You’re part of the inner circle.” Plays into exclusivity
Channel	Email + WhatsApp
Timing	Day 35–45 since last purchase ( after 3 or more purchase )
Why this campaign?	1. Defends high-LTV users. 2. Uses exclusivity, not discounts.

Resurrection Campaign 5

For core customers who are hibernating or showing signs of churn

Parameter	Details
Segment	Core Users in Danger
Details about segment	Users with 2–3 purchases, high engagement in the past , but no activity in 90 days of last purchase.
Problem to address	might feel they’ve seen all it has to offer
Why this campaign from user’s POV?	“I love the vibe, but I’m not sure I need anything new. Unless something really stands out...”
Threat	Drifting into casual or full churn or becoming a “sales only” buyer
Goal	reengage and ignite their activity by showing new launched collection based on their previous interest and activities.
Success Metric	Session reactivation, browsing across new categories, Purachase done within 14 days.
Offer	New collection limited time price/offer.
Concept of Pitch	“Your home needs better. explore new XYZ collection” Give emotional permission to re-style and explore something different
Channel	Email + Instagram retargeting + WhatsApp carousel
Timing	Trigger at 60 days of inactivity or 90 days of no repeat purchase
Why this campaign?	1. Reframes return as “exploration,” not “shopping.” 2. Promotes cross-category discovery 3. Gives a push to new launch collection and gives a trend forward brand perception