Taj Spice – Hyper Personalised Customer Engagement with Data Driven Marketing Automation

Key Results

Over 5,500 new members transacted, hitting an average of 3.76 transactions/per responder.


Spice Non-loyalty segment:

  • The newsletter was sent to over 15 lakh valid email IDs with an email open rate of over 8% and click rate of over 0.53% was witnessed in this case


Loyalty segment (InnerCircle Members):

  • Hyper-personalised emails were successfully sent to about 60,000 valid and unique member IDs. Resulted in open rate of 7.7% with an incremental response to offer uptake at 12.10% was witnessed here


Taj wanted to approach their customers in a very personalized way to re-sell, cross-sell and up-sell the ‘Dining Properties’ of Taj. There were many challenges to perform these hyper personalized communications.

Something Powerful

Tell The Reader More

The headline and subheader tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great it's worth filling out a form for.


  • Bullets are great
  • For spelling out benefits and
  • Turning visitors into leads.

Netcore’s Strategy


  • Our experts bifurcated the information into two lists:
    • Loyalty members – Taj InnerCircle (TIC)
    • Non-members of TIC
  • We articulated an idea around “offers” and a customised set of special offers planned to render to these lists, as a part of the Spice newsletter.
    Grouped these offers together basis the customer’s city. Each offer would have dynamic Image, Restaurant Name, and other restaurant details to create an impact.
  • In short to target right customer at right time and right location with impactful and right offer.

Talk to our experts

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