WebEngage has entered into a partnership with HomeEssentials to power an app-first customer engagement strategy as the home and lifestyle brand accelerates its growth across both digital and physical channels. The engagement focuses on deploying a unified customer engagement framework spanning web, mobile app, and offline retail stores, with the brand’s app ecosystem at its core.
Through WebEngage, HomeEssentials has activated full-funnel customer journeys, including cart and category abandonment recovery, wishlist nudges, and first-to-second purchase journeys. These initiatives are designed to streamline the path from discovery to repeat purchase while improving lifecycle efficiency.
The brand has also rolled out geo-based campaigns to promote nearby store offers, effectively linking digital users to offline outlets and reinforcing its omnichannel presence. This has enabled better synchronisation between online engagement and in-store experiences.
Post-purchase communication plays a critical role in the strategy. Using WebEngage, HomeEssentials has set up transactional workflows for order updates, non-delivery reports (NDR), and return-to-origin (RTO) scenarios, ensuring clear and consistent delivery-related communication to build trust and drive retention.
By positioning the app as the central engagement hub and integrating web and offline touchpoints, HomeEssentials has transitioned from standalone campaigns to a structured app-first omnichannel lifecycle model, with WebEngage supporting its customer engagement and retention initiatives.
Commenting on the partnership, Shreya Trivedi, VP – Customer Success & Business Operations, WebEngage, said, “Brands today win by focusing on what happens after the first transaction. HomeEssentials’ app-first approach and focus on building a connected omnichannel lifecycle stood out. By moving from isolated campaigns to high-intent journeys and consistent post-purchase engagement, they are laying a strong foundation for repeat usage, retention, and scalable D2C growth.”
Tushar Parpe, Sr. Associate Retention Marketer, HomeEssentials, added “As our app audience continues to grow, it became critical for us to move beyond one-off campaigns and build a unified engagement framework across channels. With WebEngage, we are now driving high-intent journeys and consistent post-purchase communication, helping us improve lifecycle efficiency, strengthen customer experience, and drive higher repeat rates.”
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