NewU Beauty
AI-driven churn prediction + automated win-backs across 280+ stores in India.
-32%
90-day churn
30 days
Pre-lapse warning
+22%
Cross-category attach
280+
Stores live
Section 01
The challenge
Where NewU Beauty was before Fundle.
NewU's 90-day churn ran at 38% — almost two in five new members never returned. The team had no way to predict who was about to lapse, so every campaign was reactive. Win-backs went to members who had already left.
Section 02
The approach
What we built together.
01
Fundle Brain churn-prediction model trained on NewU's loyalty + purchase history.
02
Automated win-back journey triggered 30 days before predicted lapse — not after.
03
Cross-category recommendations (skincare → makeup → fragrance) embedded in receipts and SMS.
04
A/B-tested offer strength: 10% beats 20% for high-CLV members, because they don't need the discount.
Section 03
The results
Outcomes the operating committee sees.
-32%
90-day churn fell from 38% to 26% in two quarters.
+22%
Cross-category attach rate (members buying 2+ categories).
3.4×
Win-back campaign ROI vs the previous batch-blast approach.
+18%
Loyalty contribution to total revenue.
“Churn predictions arrive 30 days before lapse. Win-back orchestration runs itself.”
Ankit Singh · CMO · NewU Beauty
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