Engagement & Retention | BluSmart
Table of contents 📜
- Understand your product
- Core value proposition
- ICP deep dive
- Natural frequency of the product
- Engagement framework
- Defining active users
- Segmentation
- Engagement Campaigns
- Retention
- Understand and define
- Resurrection campaigns
🚙 BluSmart
Take a deep breath. If you’re in Delhi, what you just inhaled is a cocktail of pollutants and toxins. Delhi’s Air Quality Index (AQI) frequently falls into the hazardous category, making it one of the most polluted city in the world.
Primary culprit? Vehicular emissions. The cars, buses, and 2-wheelers we rely on every day are poisoning our air and our bodies. But the world is shifting towards electric vehicles (EVs) as a sustainable solution to urban pollution.
Imagine a world where transportation is not only efficient and affordable but also eco-friendly and sustainable. Introducing BluSmart, the future of Urban mobility.
BluSmart’s fleet of 100% electric vehicles operates with zero emissions, directly contributing to cleaner air in our cities. By choosing BluSmart, you are choosing to be part of the solution.
BluSmart is India's first and largest zero emission ride-hailing service and platform with a mission to build mobility smarter, safer, cleaner and more sustainable for a better future.
🎯 Core Value Proposition
BluSmart’s core value proposition is to steer urban India towards a sustainable means of transportation and to provide them efficient, affordable, intelligent, safe and reliable mobility
BluSmart has correctly identified user pain points such as cab users face high cab cancellation rates, unclean cabs, and high surge prices when using Ola or Uber. BluSmart considered these problems and turned them into their USP. They are rebuilding mobility for:
- Better customer experience - zero ride denials/cancellations, zero surge pricing, high quality service
- Clean and hygienic cabs - highest standards of safety and sanitisation through direct management of its fleet and drivers
- Improving the quality of lives of the driver partners - flexible work hours, higher earnings and no stress of asset ownership
- Revitalizing quality and sustainability - by offering a zero-emission, low carbon ride-hailing service
How do users experience the core value proposition? 👥
BluSmart users experience the core value proposition through several key services within specific areas of Bangalore and Delhi:
- Booking Cabs:
- Pre-scheduled city rides - BluSmart helps users book eco-friendly rides within the city ensuring
- Zero ride denials or cancellations
- No surge pricing
- Airport pickup and drop-off - BluSmart offers reliable and timely rides to and from the airport with high standards of safety and service quality
- Rental Services - BluSmart provides rental services, allowing users to hire electric vehicles for longer durations (8 hours) catering to their travel needs with the same promise of safety, reliability, and zero emissions
How do drivers experience the core value proposition? 🚖
Unlike Uber or Ola where drivers typically own their vehicles, BluSmart operates with a fleet of company-leased cars. This model is particularly practical because electric vehicles generally cost 25-30% more than traditional fuel cars and the charging infrastructure is still developing. This setup ensures that entry-level drivers aren't burdened with the high upfront costs of purchasing an EV or the challenge of finding accessible charging stations.
Incentives for drivers:
- Flexible working hours that allow drivers to log in and out as per their schedule
- Free accidental insurance up to 2 lakhs
- Cab quality-based incentives that motivate the drivers to keep the cabs clean
- Weekly payouts
Navigating the Roadblocks to a Greener Ride 🌱
Indian ride-hailing market with EVs comes with its own set of hurdles:
- Charging Infrastructure:
- Limited Network: India’s EV charging infrastructure is a work in progress. Long-distance trips become challenging.
- Time Crunch vs. Ride Availability: Charging an electric vehicle takes significantly longer than refuelling a car. BluSmart needs to optimize charging schedules to minimize downtime.
- Lack of vehicle options:
- As of now BluSmart only offers sedan cars which have a capacity of 4
- Range Anxiety:
- Fear of the Empty Battery: Potential riders might hesitate due to “range anxiety,” the worry of running out of power before reaching their destination.
- Operational Hurdles:
- Battery Degradation: Over time the batteries lose efficiency and range. BluSmart needs to factor in battery replacement costs.
- The Competitive Landscape:
- Giants in the Industry: BluSmart faces competition from well-established ride-hailing companies with larger fleets and wider service areas.
- Future EV Competitors: As the electric vehicle market grows, other companies have started to enter the EV cab space (Example - Uber recently launched a small fleet of EV vehicles), increasing competition and potentially driving down fares.
🔊 Natural frequency of the core product
The natural frequency of booking through BluSmart depends on the type of users - Casual, Core or Power users.
User | Natural Frequency | Monthly Spent |
|---|---|---|
Casual User | 1-2 times a month | Upto 500 Rs |
Core User | 6-10 times a month | Upto 3000 Rs |
Power User | 15-20 times a month | Upto 6000 Rs |
Sub-product of BluSmart with its CVP and booking frequency 🚘
| Sub-product | About the product | Core Value Proposition | Feature Presence | Casual User | Core User | Power User |
|---|---|---|---|---|---|---|
| BluSmart Rentals | BluSmart Rentals offers convenient hourly and daily electric vehicle rentals through their user-friendly app. | Sustainable pocket friendly EV rentals with a seamless customer experience | Inside the BluSmart App | 1-2 time a year | 6-10 times a year | 15+ times a year |
| BluSmart Charge App | The BluSmart Charge app provides easy access to EV charging stations. It helps users locate nearby stations, plan routes with charging stops, and check real-time availability | Simplifies EV charging by offering easy station location and real-time availability updates enhancing convenience for users | Outside the App, has it own separate App | - | - | - |
BluSmart Charge App was recently launched on May 27, 2024 so I couldn’t gather data on its usage. **The BluSmart Charge app extends the company's EV charging services to all EV users, including both fleet operators and individuals. The app offers features like enhanced charger discovery, real-time updates on charger availability and seamless payment integration.
Note: The natural frequency data is estimated based on the nature of the sub-products/features. The actual frequency can vary based on several factors including user interests, product and service improvements, marketing campaigns.
How do casual, core & power users experience BluSmart’s CVP?
| User Type | Perception 🧠 | Experience 🌐 |
|---|---|---|
| Casual User 🌻 | View BluSmart as a supplementary tool, appreciating its convenience for specific needs like airport transfers and pre-booking services | - Use BluSmart cabs sporadically, typically for airport runs or special events or home-office-home on work from office days - Experience the service as a reliable and eco-friendly alternative for infrequent use |
| Core User 🌟 | Recognize the convenience and quality of services, including clean and hygienic cabs, pre-booking services, no cancellation policy, along with environmental impact | - Regularly use BluSmart cabs for weekly commutes or frequent travel needs - Develop loyalty due to the reliable service, cleanliness, and affordability - Benefit from seamless booking processes, appreciates the pre-booking option and on-time driver arrival |
| Power User 🔥 | Highly value the sustainability initiative and impact of low carbon footprint, usually Blu Elite membership holder, and are satisfied with consistent services | - Use BluSmart cabs extensively, often on a daily basis for office commute, airport pickup & drop off - Use Blu Elite membership for added benefits and recurring trips - Sometimes use BluSmart rentals appreciating its flexibility and price point - Appreciate the low carbon footprint and consistent quality of service, aligning with their environmental values |
🏆 Engagement framework for BluSmart
| Selection Parameter 📊 | Parameter Meaning 💭 | Evaluating Metric 🎯 | Priority |
|---|---|---|---|
| Depth | Depth is a function of [frequency x money spent]. The more the transactions, or more the money per transaction, the more is the depth | Average Order Value (AOV) | ❌ |
| Frequency | How often the user is using BluSmart for commute/travel | No. of rides completed | P1 ✅ |
| Breadth | How many BluSmart’s services/products do users use | No. of sub-products / categories being user | P2 ✅ |
Arriving at the best engagement framework (Rationale):
❌ Depth
- Depth of engagement, which measures the intensity per session, may not be as relevant for BluSmart's transactional services like transportation and charging. Frequency of use better reflects user satisfaction and service utilization in their practical, task-oriented context
🥇 Frequency
- Frequency is how often is a customer using BluSmart to utilize its services. Hence, for evaluating engagement metric for BluSmart, we should primarily look at Frequency. Frequency will give insights into how often users are interacting with BluSmart's services, such as booking city rides or BluSmart rentals. Frequency helps indicate the level of active usage and dependency users have on BluSmart's offerings.
🥈 Breadth
- The real strength of breadth is in its capacity to offer users a wide array of services and products. We can look at increasing the use for BluSmart rentals.
FREQUENCY > BREADTH > DEPTH
✏️ Defining BluSmart’s users
Actions that make someone an active user of BluSmart? 🎯
- An active user of BluSmart is someone who uses its city ride service, airport pickup & drop service at least twice a month
- An active user of BluSmart is someone who uses it rental service at least once a month
- An active user of BluSmart is someone who renews the Blu Elite subscription plan once it expires
Natural frequency of active user ⌛
Considering the natural frequency of the overall app combined with the other sub-offerings available (Rentals and Smart Charge App) it would be fair to say that an active user makes at least two bookings a month
- Casual 🌻 : 2-4 times a month
- Core 🌟 : 6-10 times a month
- Power 🔥 : 15+ times a month
👨👩👧 Segmenting BluSmart’s Users
BluSmart User Survey Link - click here
BluSmart User Interviews:
1. ICP based Segmentation 👤
| Characteristics | ICP-1 (Frequent Traveler) | ICP-2 (Urban Commuter) | ICP-3 (Eco-Warrior) |
|---|---|---|---|
| Name | Vijay | Naveen | Malika |
| Gender | Male | Male | Female |
| Age | 25 | 28 | 35 |
| Marital Status | Unmarried | Married | Married |
| Income levels | 1L - 1.5L | 1.5L - 3L | 3L + |
| Location | Bangalore | Delhi NCR | Delhi NCR |
| Occupation | Startups | Corporate | Corporate |
| Lifestyle | |||
| Time spent on other than work? | With friends, upskilling, adventure sports, pubs, cafes | Music, Books, Travel, Meeting friends, restaurants, sports | With family, self-care, journal, books, travel |
| Money spent on? | House rent, shopping, commute, branded clothing, Vacations | House rent, groceries, Traveling with wife, shopping, commute | House rent, groceries, kids, vacations, commute |
| Most used Apps? | IG, Whatsapp, Facebook, Amazon, Flipkart, Swiggy | WhatsApp, Facebook, Youtube, Zoom, Inshorts, Trading, OTT | Netflix, Myntra, Prime, Kindle, Youtube, Google, |
| Time vs Money vs Comfort? | Time > Money > Comfort | Time > Comfort > Money | Comfort > Time > Money |
| Engagement | |||
| Primary use of cab? | - Dinner, cafes, events - Hybrid mode to office | - Office commute - Airport / Train Station | - Office commute - Events, errands |
| How often do you travel in cab? | At least once a week | 5 times a week | 3-4 times a week |
| Major pain point? | - Unavailability of cabs - Long wait time - Driver says “Cash dena padega” - Surge pricing | - Unprofessional service - Poor customer Support - Long wait time - Poor cab condition | - Long wait time - Frequent cancelations - Uber/Ola/Rapido causing pollution - No customer support |
| What is the expectation? | - Transparency - Timely available cabs | - Clean hygienic service - Timely available cabs - Customer support | - Timely available cabs - EV vehicles - Reliability of booking |
| How did you come across BluSmart? | Organic, saw cabs on roads | Friends / word of mouth | Social media marketing, Billboards |
| Do you use BluSmart? | Yes | Yes | Yes |
| What prompted you to use? | - Heard good things - Offers and discounts | - Clean & hygienic cars - Prompt service | - Not happy with Uber - Cleaner source of fuel |
| Retention | | ||
| What do you like the most of BluSmart? | - No cancellations - Cab is always on or before time - I feel they are more safe - Driver opens the door | - No cancellations - Cars are quite clean and maintained - Drivers are very professional - Cab is always on or before time | - Cab is always on or before time - 100% EV car fleet - Professional and well-behaved drivers - No cancellations |
| Worst feature/problems faced with BluSmart? | - Penalty on cancellations - Surge pricing - Cannot book on immediate basis | - Unavailability of cabs, have to schedule way in advance - Cannot book on immediate basis | - Not servicing to all Delhi NCR areas - Unavailability of cabs - Battery concern for long distance travel |
| Do you know about Blu Elite subscription? | No | Yes, haven’t used it | Yes, using it |
| Peer Comparison | |||
| Uber | 9 | 8 | 6 |
| Ola | 6 | 7 | 6 |
| BluSmart | 8 | 9 | 10 |
| Jobs to be done (JTBD) | Travel from point A to point B on time with cheap pricing | Daily commute from Home-office-Home | Frequent travel in zero-emission, low-carbon EV vehicles |
2. Usage based Segmentation 📊
| Type of User | Casual | Core | Power |
|---|---|---|---|
| Natural Frequency of Usage | 1-2/month | 6-10/month | 15+/month |
| Core Action | Booking a cab | Booking a cab + Rentals | Booking a cab + Rentals |
| Features used | - City rides from point A to point B | - City rides from point A to point B - Airport rides | - CO2 emissions saved, zero emission tracking - City rides - Airport rides |
| Price sensitivity | Medium | Low | Low |
| LTV (Frequency/month * AOV * Retention) | 2*200*3 = ₹ 1,200 | 8*300*6 = ₹ 14,400 | 18*400*12 = ₹ 86,400 |
| ICP Affiliation | ICP 1 | ICP 2 | ICP 2 + ICP 3 |
3. Advanced Segmentation 🧩
| User Segment | Loyalists | Champions | In danger | Hibernating |
|---|---|---|---|---|
| What does this mean? | Users who have been active recently and frequently | Users who have been active recently, frequently, and with high monetary value | Users who have been active frequently and with high monetary value, but not recently | Users who have not been active recently or frequently |
| Recency of use | - High - 2 days ago | - High - 1 day ago | - Low - 20 days ago | - Low - 3 months ago |
| Frequency | - High - 3-4 times a week | - High - Daily | - High - 1-2 times a week | - Low - Once a month |
| Key Interactions | - Regular uses BluSmart with active Blu Elite subscription | - Daily uses BluSmart for commute with active Blu Elite subscription | - Sporadic bookings, not renewing Blu Elite subscription | - Rarely opens the app, no booking lately |
BluSmart’s Users can be described as:
- The Eco-Warrior 🪴
Meet Malika, a 32-year-old marketing expert who loves exploring hidden cafes and bustling markets. Sustainability is crucial for her, making BluSmart a perfect fit for her eco-conscious lifestyle. "I love that I'm not contributing to pollution with each ride," she says. "The app is user-friendly, and the cars are always spotless!
- The Time Cruncher ⏳
Meet Rohit, a 40-year-old strategy sales manager juggling early morning team and client meetings. Time is of the essence! “Traffic can wreck my schedule” Raj says. “BluSmart’s pre-booking is a lifesaver, and the smooth rides let me catch up on emails”
- The Discerning Traveler 🚕
Meet Swetha, a 50-year-old entrepreneur who values the finer things in life. For her, comfort and safety in ride-hailing are paramount. “BluSmart offers a premium experience without the hefty price tag and the drivers are professional” says Anjali.
- The Budget Buddy 💵
Meet Rohan, a 22-year-old college student who loves finding good deals. While affordability is key, Rohan also values eco-friendly options. “BluSmart might not always be the cheapest,” says Rohan. He compares prices across apps to find the best deal and usually chooses BluSmart if the price difference isn’t significant.
- The Occasional Rider 👤
This could be anyone - someone heading to an event, or college students heading out to party, retired uncle visiting his grandkids. Convenience is key for occasional riders, and BluSmart aims to be there when needed most.
🎙️ Engagement Campaigns
Campaign 1: “Spin and Win”
🧑🏻🤝🧑🏼 Segmentation | Casual users - Users who have used BluSmart infrequently or have not completed a ride recently |
🎯 Goal | Engage users with a chance to win variable rewards with every cab booking or Rental. Convert causal users into core users |
🗣️ Pitch and Content | “Spin and Win: Book a Ride and Get a Chance to Win Exciting Prizes!” |
🎁 Offer | Users spin a digital wheel after completing a ride. Prizes include: - 20% off on the next ride - Rs 100 cashback on the next ride - Free ride (up to Rs 150) - Special promo codes for additional discounts - One month add-on Blu Elite subscription |
💬 Channel | - An email and in-app notification campaign that invites users to participate in a "Spin and Win" game. - Push and email notification - Social Media |
🕰️ Frequency & Timing | With every complete ride or rental. - Frequency: Weekly reminder emails and push notifications for three weeks - Timing: Send notifications during peak hours (8-10 AM, 5-7 PM) and weekends |
📈 Success metrics to track | - User engagement rate with the campaign (opens, clicks, spins) - Increase in the number of rides booked by casual users - Conversion rate from casual to core users |
⏬ Proposed Flow | Ride confirmed -> Spin wheel access -> Claim reward |
🚀 Why would it work? | - Gamification adds an element of excitement - The potential to win prizes provides an incentive to book a ride |
Campaign 2: “BluSmart Streaks”
🧑🏻🤝🧑🏼 Segmentation | Core users - Users who use BluSmart occasionally but have the potential to increase their ride frequency |
🎯 Goal | Encourage users to book rides consecutively over a period. Increase the ride frequency of casual and core users and convert them into power users |
🗣️ Pitch and Content | “BluSmart Streaks: Keep the Streak Alive and Earn Rewards!” |
🎁 Offer | Launch a streak-based challenge where users are rewarded for booking rides on consecutive days. Create milestones for streaks, such as 3-day, 7-day, and 14-day streaks, with increasing rewards: - 3 day streak: 10% off the next ride - 7 day streak: Rs 100 cashback - 14 day streak: Free ride up to Rs 200 and entry into a “Golden Spin & Win wheel” for bumper rewards |
💬 Channel | In-app notifications, Email and Push notifications |
🕰️ Frequency & Timing | - Frequency: Daily notifications to remind users to keep their streak going - Timing: Notifications sent in the morning to encourage users to book rides throughout the day |
📈 Success metrics to track | - Length of streak maintained - Increase in the number of consecutive days users book rides - Number of users participating in the streak challenge - Ride frequency and total rides booked during the campaign period |
⏬ Proposed Flow | Booking/Scheduling recurring rides -> Streak count update -> Daily reminders |
Campaign 3: “BluSmart VIP ”
🧑🏻🤝🧑🏼 Segmentation | Power users who frequently use BluSmart and are highly engaged |
🎯 Goal | Enhance the loyalty of power users and encourage referrals to attract new users |
🗣️ Pitch and Content | “BluSmart VIP: Enjoy Exclusive Perks and Benefits!” |
🎁 Offer | Invite power users to join the BluSmart VIP program, offering benefits like: - Priority booking - Complimentary upgrades to premium cars - Exclusive customer service hotline Introduce a referral program where power users earn significant rewards for referring friends: - Rs 150 credit for each successful referral (referral booking its 1st BluSmart ride) - Additional perks for multiple referrals (e.g., free premium ride after 5 referrals) |
💬 Channel | - Send personalized thank-you notes and special offers on direct email, In-app notification |
🕰️ Frequency & Timing | - Frequency: Quarterly updates and special offers - Timing: Notifications around weekends, holidays etc. |
📈 Success metrics to track | - Retention rate of power users - Number of referrals generated - User satisfaction scores from VIP program members |
🚀 Why would it work? | - Exclusive benefits reinforce the value of being a loyal user - Personal touches and recognition enhance user satisfaction and loyalty |
Campaign 4: “Ride More, Save More ”
🧑🏻🤝🧑🏼 Segmentation | Casual and core users who use BluSmart moderately but are not yet frequent users |
🎯 Goal | Increase ride frequency among casual and core users |
🗣️ Pitch and Content | "Ride More, Save More: Unlock Exclusive Discounts!” |
🎁 Offer | A loyalty program where users earn “Green Points”for each ride, which can be redeemed for discounts or free rides. Offers include: - Earn 10 Green Points per ride, redeemable for Rs 100 off after 10 rides - 15% off after completing 5 rides in a month - Double points for rides during off-peak hours or 4th Saturday of every month |
💬 Channel | Email and Push notifications, Social media and app notifications highlighting the benefits of being a frequent rider |
🕰️ Frequency & Timing | - Frequency: Weekly progress emails and bi-weekly push notifications, reducing # of spams - Timing: Early morning notifications to encourage booking for daily commutes or on Fridays to encourage booking BluSmart for weekend outings |
📈 Success metrics to track | - Increase in the number of rides per user - Participation rate in the loyalty program - Increase in # of sessions/user - Increase in # of homepage/landing page visits |
🚀 Why would it work? | - Rewards create an ongoing incentive to use BluSmart more frequently - Personalized progress tracking keeps users engaged and motivated - Social proof from sharing rewards on social media can attract new users |
Campaign 5: “BluSmart Green Rides”
🧑🏻🤝🧑🏼 Segmentation | All Users: Casual users, core users, and power users who are environmentally conscious or interested in sustainability |
🎯 Goal | Promote BluSmart's zero-emission rides and increase user awareness and engagement with the brand's sustainability efforts |
🗣️ Pitch and Content | "BluSmart Green Rides: Your Ride Can Make a Difference!” |
🎁 Offer | Educate users about the environmental impact of their transportation choices through informative content on the app, email, and social media. Highlight BluSmart's zero-emission fleet and commitment to sustainability and leverage BluSmart’s existing CO2 tracking page to show users the positive impact of their rides: - Display real-time CO2 emissions saved by each user with every ride - Provide badges and recognition for significant milestones, such as "1 Ton CO2 Saved" - being tagged as "Eco Hero." - Users can share their CO2 savings on social media to inspire others Introduce monthly challenges and rewards for the highest CO2 emissions saved: - Top 10 users each month get Rs 500 off their next ride - Collaborate with environmental organizations and feature joint campaigns or events |
💬 Channel | In-app notifications, Email and Push notifications, Social media (Instagram, Facebook, Twitter, LinkedIn), Blog posts on BluSmart's website, Banner and Ads |
🕰️ Frequency & Timing | - Frequency: Monthly educational content and monthly updates on CO2 emissions saved - Timing: Notifications and emails sent during mid-week to engage users in planning their sustainable commutes for the weekend and upcoming week |
📈 Success metrics to track | - - User engagement rates with educational content (opens, clicks, shares) - Month-on-Month change in total CO2 emissions saved by users - Number of users actively checking their CO2 savings - Increase in the number of rides booked due to the campaign - Increase in # of visits on CO2 tracking page |
🚀 Why would it work? | - Collaborations with environmental organizations can enhance credibility and reach a wider audience - Growing awareness and concern about climate change may turn out to be a compelling motivator for many users - Real-time tracking of CO2 savings provides immediate feedback and gratification |
🧲 Retention
Bird’s eye view 🦜
BluSmart data is not readily available, so lets try to estimate the retention rate:
- Approach: Industry average
- The average customer retention rate for ride-hailing services in India generally falls between 25% to 30%.
- Approach: Monthly Active Users (MAU)
- According to BluSmart, over 2.4 million users have downloaded their app across Android and IOS platform - Source
- As of December 2023, BluSmart had 245,000 monthly active users, more than doubling from 120,000 users in January 2023. According to a source, since January 2024, BluSmart has been growing at a month-on-month growth rate of 15-20%, driven by increasing demand and awareness of sustainable travel and zero-emission impact.
- Assuming a 17.5% MoM growth rate in the number of MAUs for 2024, the current MAU can be estimated to be:
- 250k * (1.175)^6 = ~660k
- Retention rate for BluSmart?
- Total registered users = 2 million (excluding 0.4 million users who downloaded the app but didn’t register)
- MAU = 660k
- Retention rate for BluSmart = 660/2000 = 33%
- Approach: Using competitor data to benchmark and apply their retention rate, considering variables such as time to competition, geography and brand value/word of mouth:
- Uber has a retention rate of 50% - Source
- BluSmart is at a disadvantage compared to Uber/Ola etc. because it is a relatively new player in the market, launching its services only 3 years ago. Currently, BluSmart operates exclusively in Bangalore and Delhi and faces the challenge of competing against more established players like Uber/Ola/Rapido which are already deeply ingrained in the market.
- Factoring the above mentioned blockers, we can assume the retention rate to be ~30%
D30 retention curve of BluSmart
- At the end of Day 30, BluSmart show a retention rate of 3.83% - Source
If we plot retention curve for BluSmart, the retention curve flattens at M5/M6
Microscopic view 🔬
Which ICP's drive best retention? ⛰️
The Core and Power users drive the best retention for BluSmart
- ICP-2: Working professional 🧑🏻💼
- Working professionals prioritize eco-friendly options, cleanliness and punctuality. They value BluSmart's electric vehicles and actively track their CO2 savings through the app. Since they travel everyday, they value the BluSmart’s commitment to providing clean, hygienic cars that arrive on time. This segment's dedication to sustainability and efficient service makes them loyal users who significantly contribute to BluSmart's retention.
- The average booking frequency for these users is 15+ rides a month and they actively subscribe for Blu Elite subscription plan.
- ICP-3: Eco-Warriors 🪴
- These are the users who prioritize sustainability and are attracted to BluSmart's eco-friendly electric vehicles and charging solutions. Their commitment to reducing carbon footprint aligns with BluSmart's mission.
- The average booking frequency for these users is 6-10 rides a month. They frequently track the carbon emissions they have saved.
- A common observation in these two category of user is subscription of Blu Elite or office pass. Subscription provides them with ongoing discounts and offers on city rides, airport transfers, and additional savings on rentals. This significantly enhances their engagement and loyalty to BluSmart, driving higher retention rates.
Which Channel drives best retention? 📨
Based on conversations with multiple users, here are the channels that have the best retention rates for BluSmart:
- In-app notifications and push notifications 🔔 with tailored reminders, additional offers, discounts, CO2 tracking, which pulls back the user into the platform, ensuring continuous engagement. These channels are particularly impactful for ICP 2 & 3, resonating with their structured learning aspirations.
- Organic: BluSmart's mission-driven approach, combined with banners and ads promoting zero-emission transportation, attracts users who prioritize sustainability and environmental consciousness to download the app. This user segment typically demonstrates the highest retention rates for BluSmart.
Image taken from Similarweb.com - Word of mouth: Referrals from satisfied friends and family members who have experienced BluSmart's services, including clean cars, professional drivers, no cancellation fees, and punctual arrival and pickup times, often result in high retention rates.
Which Features & Sub-features drives best retention? 📱
- BluSmart Rentals: Satisfied customers using BluSmart Rentals can play a significant role in expanding its user base and enhancing engagement.
- BluSmart Charge App: This app was launched in May’2024, and data is not available to understand retention behaviour.
- Additionally, the CO2 tracking feature encourages users to take responsibility for their environmental impact and feel a sense of achievement as they reduce their carbon footprint.
🌪️ Understanding Churn among BluSmart users
Top Reasons for Churn 🛑
Based on user research insights and secondary research, here are the key factors contributing to churn on BluSmart:
Voluntary Churn:
- Competitive Offers: Users switching to competitors offering better pricing or promotions
- Service Dissatisfaction: Poor customer service experiences or inconsistent service quality
- Limited Availability: BluSmart services not available in desired locations
- High Pricing: Perception of BluSmart being more expensive compared to alternatives
- Blu Elite Subscription: Increase in the price of subscription plan
- Bad Driver Behaviour: Negative experiences with drivers such as rudeness or reckless driving
- Unclean Cars: Instances of vehicles not meeting cleanliness standards
- Inflexibility in Booking: Inability to change or modify stops after booking
- No Additional Route Options: Lack of flexibility to add additional stops or routes during a trip
- Surge Pricing: Negative reactions to dynamic pricing during peak hours or high demand
- Technical Issues: App crashes, bugs, or usability issues affecting user experience
- Long Waiting Slots: Extended waiting times exceeding 5 hours, especially on weekends
Involuntary Churn:
- Bought a Car: Transitioned to personal vehicle
- Moved to an Unserviceable Area: Relocation to an area where BluSmart services are unavailable
- Indefinite WFH (Work from Home): Reduced need for commuting due to remote work arrangements
- Purchased a Two-Wheeler: Prefer traveling through options like motorcycles or scooters
- Found Carpooling Options: Started carpooling with friends or colleagues that travel to the same office/work location
- Short-Term Goals Achieved: Temporary need for BluSmart services fulfilled (e.g., project completion, short-term job assignment)
- Parent Responsibilities: Busy schedules due to newborn care, impacting travel needs
- Desired Language Unavailable: Language barriers affecting app usability or customer support interactions
Negative Actions to look out for 🚑
- Decreased App Openings: Users opening the BluSmart app less frequently than before
- Reduced Booking Frequency: Users making fewer bookings or ride requests over time
- Increased Uninstalls: Higher rates of app deletions or uninstallation
- Decreased Engagement: Users interacting less with app features, such as not using CO2 tracking or rental services
- Increase in Cancellations: Users canceling bookings more frequently than usual, which may indicate dissatisfaction or preference for alternative services
- Negative Feedback: A rise in negative reviews or complaints about service quality, pricing, or app performance
- Increased Customer Support Interactions: More frequent inquiries or complaints submitted to customer support
- Switching to Competitors: Users mentioning or opting for competing ride-hailing services more frequently
- Lack of Renewals or Subscriptions: Decreased participation in loyalty programs or subscription renewals such as Blu Elite subscription
- Decline in Referrals: Reduction in the number of referrals from existing users.
- Inactive Accounts: Users not updating account information or profiles, indicating decreased interest
- Decrease in Play Store/App Store Ratings: A decline in the average rating or an increase in negative reviews on app store / play store, reflecting deteriorating user satisfaction
Resurrection Campaigns
Campaign 1: For Users who moved to competitor for better pricing/discounts
🧑🏻🤝🧑🏼 Segmentation | Users who switched to a competitor app for better discounts and lower pricing and churned after using BluSmart for a month |
🎯 Goal | To bring back price-sensitive users by offering competitive discounts |
🗣️ Pitch and Content | "We Miss You! Enjoy 50% Off Your Next Rides” - Content: "We noticed you haven’t used BluSmart in a while and we want you back! Experience our premium service with no surge pricing and eco-friendly electric cars" - Call to Action: "Use code WELCOME50 to claim your discount." |
🎁 Offer | 50% discount on the next three rides |
💬 Channel | Email, Push notifications and in-app notifications |
🕰️ Frequency & Timing | Initial Email/Notification: Monday morning Follow-Up Email/Notification: Thursday afternoon Final Reminder: The following Monday |
📈 Success metrics to track | - Open Rate - BluSmart Week-on-Week app isntalls - Click-Through Rate (CTR) - Increase in Daily active users - Redemption Rate |
Campaign 2: Power users who have recently stopped booking
🧑🏻🤝🧑🏼 Segmentation | Users who were frequent riders (power users) but have recently stopped booking rides, and have stopped renewing Blu Elite subscription |
🎯 Goal | To re-engage power users by acknowledging their loyalty and offering special perks |
🗣️ Pitch and Content | "We Miss Our Top Rider! Enjoy a One Month free Blu Elite Subscription” - Content: “Hi XX, you’ve been one of our most valued riders, and we noticed you haven’t booked a ride recently. As a token of our appreciation for your loyalty, we’d like to offer you a free one-month Blu Elite Subscription" - Call to Action: "Use code ELITEFREE to claim your subscription” |
🎁 Offer | One month free subscription of Blu Elite |
💬 Channel | Email, Push notifications, Whatsapp |
🕰️ Frequency & Timing | Every 5 Days for next 2 months |
📈 Success metrics to track | - Increase in Daily Active Users (DAU) - # of visits on CO2 tracking page - User feedback - Open rate - Renewal of Blu Elite subscription |
Campaign 3: In Danger Users
🧑🏻🤝🧑🏼 Segmentation | In danger users who haven't booked a ride with BluSmart for an extended period but keep coming back to BluSmart app - searches for destination - and leaves without booking a ride |
🎯 Goal | To remind and incentivize hibernating users to start using BluSmart again |
🗣️ Pitch and Content | “We Miss You! Come Back with a 30% Discount" - Content: “It’s been a while since your last ride with us. We miss having you around!. BluSmart is constantly improving. Enjoy our premium, clean rides at a great discount." - Call to Action: "Use code WELCOME30 to get 30% off on your next ride” |
🎁 Offer | 30% discount on the next ride |
💬 Channel | Email and push notification, Whatsapp |
🕰️ Frequency & Timing | Every 5 days for next 2 months |
📈 Success metrics to track | - Open rate - % CTR converted to successful ride booking - # of cabs booked after campaign launch - Discount redemption rate - Increase in frequency |
Campaign 4: Users who gave negative feedback
🧑🏻🤝🧑🏼 Segmentation | Users who contacted customer support for negative feedback regarding their experience with BluSmart |
🎯 Goal | To address their concerns, apologize, and offer a gesture of goodwill to encourage them to try BluSmart again |
🗣️ Pitch and Content | "We Value Your Feedback! Enjoy a Free Ride on Us" - Content: “We’ve received your feedback and sincerely apologize for the inconvenience you experienced. We have addressed the issues you mentioned to improve our service. As a token of our appreciation for your feedback, we’d like to offer you a free ride to experience the improvements." - Call to Action: "Use code THANKYOUFREE to claim your free ride” |
🎁 Offer | One free ride |
💬 Channel | Email, SMS, Whatsapp |
🕰️ Frequency & Timing | The frequency is to send one email per day for 5 days, starting from the day the user reports negative feedback or rating or calls BluSmart customer care support |
📈 Success metrics to track | - Open rate - Redemption rate - NPS - Feedback responses - User satisfaction score - Decrease in support tickets |
Campaign 5: Users who left due to limited service areas
🧑🏻🤝🧑🏼 Segmentation | Casual users who stopped using BluSmart because the service was not available in their preferred locations or frequently traveled areas |
🎯 Goal | To inform users about the expansion of service areas and encourage them to start using BluSmart again |
🗣️ Pitch and Content | “We're Expanding! Enjoy 40% Off in Our New Service Areas" - Content: "Great news! BluSmart is now available in more areas, including the ones you frequently travel to. Enjoy our reliable, eco-friendly rides in your preferred locations." - Call to Action: "Use code EXPAND40 to get 40% off your next ride." |
🎁 Offer | 40% discount on the next ride |
💬 Channel | Email, SMS, Whatsapp and in-app notifications |
🕰️ Frequency & Timing | SMS/Email nudges every alternate day, and on weekends to encourage them to choose BluSmart for their weekend travel plans |
📈 Success metrics to track | - Open rate - Click through rate - Increase in Daily Active Users (DAU) - Geography wise usage increase - Increase in destination searches |
Brand focused courses
Great brands aren't built on clicks. They're built on trust. Craft narratives that resonate, campaigns that stand out, and brands that last.
All courses
Master every lever of growth — from acquisition to retention, data to events. Pick a course, go deep, and apply it to your business right away.
Explore foundations by GrowthX
Built by Leaders From Amazon, CRED, Zepto, Hindustan Unilever, Flipkart, paytm & more
Crack a new job or a promotion with the Career Centre
Designed for mid-senior & leadership roles across growth, product, marketing, strategy & business
Learning Resources
Browse 500+ case studies, articles & resources the learning resources that you won't find on the internet.
Patience—you’re about to be impressed.