Case Study: Brands For Less achieves 2X MAU growth and higher conversions with MoEngage

World's Leading Off-Price Retailer Brands For Less (BFL) Uses Segmentation & Personalized Campaigns to Drive 2X MAU

Brands For Less (BFL), a Dubai‑headquartered off‑price fashion and homeware retailer, faced low conversion and limited engagement because it relied on generalized campaigns and disparate point solutions. Seeking richer customer insights and a single customer view to personalize touchpoints across web, mobile and email, Brands For Less partnered with MoEngage and its insights‑led engagement platform.

MoEngage helped BFL build segment‑based automation, predictive cohorts and personalized campaigns (onboarding to checkout), plus local success‑team support to optimize timing and creative. The results: MAU grew ~106% (roughly 2×) and DAU rose 65% over nine months; email open rates reached ~45% (vs ~25% benchmark) and push delivery was ~90% with ~2% clicks; retention climbed to ~97%, while brand promotions (e.g., Tommy Hilfiger, Puma) delivered open rates ~68–70% and measurable uplifts in conversion and AOV.

Brands For Less

Madhlina Thomas

Senior Executive Customer Retention Marketing