Delivering Outstanding Value for Ecommerce Brands: Building An Agency Retention Marketing Department

As the Managing Director & Partner at Roswell, Nihar Kulkarni has led an exceptional team that has transformed the agency from a group of 5 individuals to a formidable force of over 40 professionals. Their unwavering focus is to establish themselves as the premier full-service Ecommerce agency globally. Naturally, when planning our Ecommerce Book launch event in October, Nihar was the obvious choice.

We hoped to tap into his vast expertise and uncover the key ingredients of his agency's successful retention marketing function - his secret sauce.

Nihar's starting point is pretty clear. With Customer Acquisition Costs (CACs) increasingly expensive in this current market, this strategy kills profit margins as merchants repeatedly pay for the same eyes. Measuring new customer acquisition with a retention marketing strategy allows brands to keep the conversation going with their customers - at a fraction of the cost. As such, merchants are now, more than ever, engaging in retention marketing strategies and employing agencies to execute them.

The aforementioned should answer the easiest question:

• - Why - an agency should build a retention marketing department,

• But the harder question - How - is the one all Ecommerce agencies want answers to.

  Tune in to Nihar's session from our event to take a deeper dive into the fundamentals of first - What is retention marketing.