Engagement & Retention project | BluSmart

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Engagement & Retention project | BluSmart

What BluSmart is?

Founded in 2019, BluSmart is India's first all-electric ride-hailing mobility platform for smart, efficient and affordable sustainable mobility.

Its services currently operational in NCR, Bengaluru (Delhi NCR and Bengaluru alone contribute to 40-45% of Indian riding market - source) nearly and has recently launched in Dubai as well.

Far as their consumer/passenger services are concerned, here's broadly what they offer -

Airport rides
City rides ( pre-booked and express rides available within 20 minutes of booking)
Rental rides (Classic and Premium rentals - premium being more spacious, luxury SUVs)

They have also recently launched the Blu Elite subscription plan that allows a user to conveniently manage/book daily rides for commute, allows for extra waiting time and the option of booking intercity rides. The plan starts at -

Rs. 499/ month
Rs. 1399/ quarter
Rs. 2599/ six months

All of the above can be booked as much as 48 hours in advance through their app in very simple steps. Sustainability being at the core of their business, they always share the estimated carbon emissions a customer will avoid by booking a BluSmart trip.

Essentially, while it may seem BluSmart is trying to challenge Ola and Uber in the market but it largely caters to customers who are willing to pay a premium (for it provides a comparatively premium service) and those who are environment conscious, willing to do their bit and switch carbon emission free rides.

Other than this, they run a corporate plan - BluSmart for Business which allows other businesses to have BluSmart fleet at their service for the daily commute of their employees. They have some flexible payment rental plans, dedicated enterprise dashboard and many other facilities to make it convenient for businesses to manage their travel requirements with them. Per their website, they are serving to 400+ corporates including MNCs like HSBC, Micheal Page, PWC, Decathlon, Deloitte and many more.

They have also set up charging infrastructure across their operational regions to make electric mobility a convenient reality for all and in an effort to decrease dry-run time (meaning the percent of time a vehicle is running idle without a paying customer/passenger). With their Blu Charge program, they invite partners to set up charging infra, monetise and earn from them by becoming BluSmart EV charging hosts. They have as many as 3900+ charging stations at the moment located across key locations in the areas they serve.

With their Blu Assure program, they invite potential partners to invest in electric vehicles, lease them to BluSmart for passenger rides and earn from rentals.

Coming back to their consumer services, BluSmart is known for its differentiated qualities, promises and assurances - both to the passenger as well as their fleet of drivers such -

Zero driver cancellations
Zero carbon emissions
Well-serviced cabs
Speed monitoring
For drivers - fixed earnings + bonus
For drivers - flexible working hours

and some more...

Why BluSmart?

Having not worked on a product before, I am choosing BluSmart because I'm fairly familiar with its services and have a customer for the last two years.

For the assignment, I worked on a survey to understand the larger user psyche and got 85 responses in total from residents of Delhi, Gurgaon and Bangalore. Additionally, I spoke to 12 customers over phone to understand their thoughts in detail.

Understanding the product

Core Value Prop

Core value proposition of BluSmart is to provide reliable, safe and premium all-electric rides to its customers. This is done by providing the following benefits to the customers -

zero driver cancellation policy
clean and well-serviced cars
safety with SOS devices installed in the cabs
on-time pickup promise
zero pollution rides
safety that comes with speed being monitored
well-trained staff

These benefits have been largely validated by the respondents of the survey -

How do users experience the core value prop?

As highlighted in the product introduction section, users can experience the core value prop of BluSmart in 3 manners -

Airport rides
City rides ( pre-booked and express rides available within 20 minutes of booking)
Rental rides (Classic and Premium rentals - premium being more spacious, luxury SUVs)

Essentially, the above 3 forms of services can be looked as 3 broad features available on its app.

Natural frequency of the product

As per user interviews, dialogue and product research (and with a fair assumption per personal knowledge that nearly 70% of them own their own vehicles), it can be said that the natural frequency is on a monthly basis. As per type of user -

Type of user	Frequency
Casual user	Once in a month
Core user	2-4 times a month
Power user	8-10 times a month

Sub-products frequency is as follows -

Product feature	Airport rides	City rides	City rentals
JTBD	Drop and pickup - to and from the airport	Pick up from location A to dropping at destination B	Pick from location A with halts at locations B, C, D (and/ore more) to drop at final destination
Casual user	Twice a month	Once a month	Once a month
Core user	Once a week	Once a week	Once in 14 days
Power user	2-3 times a week	3-4 times a week	Once a week

The most suitable engagement framework for BluSmart will be frequency.

The core value prop of the product (of safe, reliable, premium 100% electric rides) will be realized by a customer as they take more and more rides in a month, use the app to book a ride and increase their engagement.

Breadth of engagement can be considered as the secondary framework.

As users book different kind of rides (timely pick-up and drops to Airport, city rides and rentals), they will experience the core value proposition.

Defining core E&R metrics

Action that makes one an active user -

At least one ride completed successfully in a month.

Natural frequency of a user is typically on a monthly basis. If we further define it -

Casual user - Once a month.
What they use BluSmart for - They probably use BluSmart to be picked-up or dropped off at the airport for a business trip. They probably haven't used rentals so far.

Core user - At least once in 14 days OR 2-4 times a month.
What they use BluSmart for - Typically someone who is recurring the use of BluSmart - either for airport purposes or city-based meetings/ work commute on a certain day.

Power user - At lease once in a week (or more) OR 8-10 times a month.
What they use BluSmart for - These users are loyalists of the brand. They definitely think of BluSmart when they have to book a cab and consider it to be delightful for everyday commute. It's possible that this person might have the new Blu Elite subscription or might be considering to purchase it.

Customer Segmentation

A. Persona-based segmentation (ICP)

Characteristics	ICP 1	ICP 2	ICP 3
Who	Anubhav The senior corporate traveler	Niyati The hard-worker and hard-chiller	Sanjeev The well-settled man
Age	38	29	52
Gender	Male	Female	Male
City	Delhi	Gurgaon	Gurgaon
Job Description	Leadership role/ partner at a consultancy firm	Data analyst at an MNC	Senior VP role at an MNC, leads multiple departments
Salary range	1 - 1.5 Cr	45 - 60 lpa	2.5 Cr+
Living arrangement	Living with family. Nuclear setup with a working partner and a kid	Living independently away from hometown in an apartment	Living with family, has grown up kids in high school/ college
Residential status	Self-owned property + parental property	Currently on rent, considering to buy own place in a few years	Self-owned luxury property + other real estate investments
Mode of transports used locally	Own car (SUV), taxis	Own car (hatchback) and taxi	Own luxury car + taxi
Avg. trips to the airport in a quarter	6-7	3-4 (1-2 for work and rest for visiting hometown/ travel)	8-10
Commonly used social-media apps	LinkedIn, Twitter, WhatsApp	LinkedIn, Reddit, Instagram, WhatsApp	WhatsApp, LinkedIn, Facebook
Content platforms used	YouTube, Netflix, Prime Video, SonyLiv, Hotstar	YouTube, Netflix, PrimeVideo, Hotstar	YouTube, Netflix, TV (for sports)
Type of content they consume	Interviews on YT, business podcasts, sports - tennis and F1, fiction shows	short reels, tech tutorials, fiction series, documentaries	International news, sports, podcasts, movies
Preferred apparel brands	Brooks Brothers, Nautica, Rare Rabbit, Lacoste	Okhai, Zara, Mango, Levis, Forever New, Cover Story, Anokhi (loves wearing cottons and trying environment conscious brands to an extent - she knows of Levis, Anokhi and Zara recycling/ using ethical practices)	Lacoste, Louis Phillipe, Tommy Hilfiger, GUESS
Offline shopping places and frequency	Malls and local market, once a week	Malls, shopping complexes, local markets, 1-2 times a week	Malls and local market, once a week
What they spend time on post-working hours	Playing tennis, business/family dinner, house parties	Movies, dining out, clubbing, house parties	work calls, family time, meditation
Frequency of usage for BluSmart	2-3 times a week	3-4 times a week	Once a week
BluSmart use cases	Airport pick-up/drop, city ride for mid-day work meetings (want to avoid the hassle of taking their own car out from office parking), peak-hour travel (to avoid driving in traffic), office parties once in a while	Often has long working hours at office so late night pickup and drop to home, late evening plans (going to a party and back), going to the mall during the weekend (to avoid parking hassle)	Usually only for airport pick-up and drop. Has a lot to day long/ 2 day work trips so prefers BluSmart for that.
Average amount in BluSmart wallet at any given time (Wallet needs to be topped up in order to book a ride)	~1000-2000 Rs. (prefer having wallet loaded without having to add money for every ride)	~200-400 rupees (prefers keeping track of expenses per ride - maintains just a little surplus to book a cab quicker sometimes.)	Pays per trip. Usually tops up only till the round-off amount
What all do they like about BluSmart? (in order of preference)	Superior service On/before time cab arrival Well-behaved drivers No driver cancellation Sustainable 100% electric rides	Safety that comes with SOS devices Sustainable 100% electric rides Well-behaved drivers Speed monitoring No cancellation by drivers	Premium service On-time / before time pickup Wait time convenience - zero cancellations Sustainable rides
Core prop of using BluSmart	Premium and reliable cab experience that's also environment friendly	Safe and reliable cab experience that's environment friendly	Premium cabs with well-dressed staff and clean cars
Time Vs. Money Vs. Comfort Vs. Sustainability	Money > Comfort > Time > Sustainability	Comfort > Sustainability > Money > Time	Comfort > Time > Sustainability > Money
Pain-points	Difficulty booking express rides, lack of XL Premium cabs	Pricing seems higher in comparison to competitors, unavailability of rides for desired slot	Have to book quite in advance else the slots are over
Type of user	Power	Power	Core

B. Casual/ Core / Power

Specifics	Casual	Core	Power
Frequency	Once a month	2-4 times a month	8-10 times a month
JTBD	Primary: Personal - Pick up from and drop to the airport Secondary: Social - I can tell the world that I can use a premium cab service that's also sustainable	Primary: Personal - Takes care of airport rides, convenient rides during rush hours when I'm not keen to drive or late at nights when it's not advisable for me to drive Secondary: Social - I'm choosing 100% electric rides - that's worth recommending in my social circle	Primary: Personal - Takes care of my commute requirements to work during peak hours when I don't wish to drive self-vehicle, airport drops, late night or weekend plans when again it's a huge hassle to take one's car Secondary: Social - I do try to include small sustainability practices in my life - this is one of them
Sub-products used/ BluSmart service used	Airport rides and/or Premium city rides (XL cab) for the airport itself	Airport and city rides	Mostly city rides, sometimes to the airport. Rentals occasionally.
What they most like about BluSmart	Electric rides - sustainable, reliable service	Safety and sustainability	It's premium - clean cars, safe, zero cancellations
What they dislike about BluSmart	Advance booking, lack of express rides - difficulty in booking immediately, can be expensive	unavailability of cabs in preferred slot, geographical limitations, lack of express rides - - difficulty in booking immediately,	Lack of express rides, unavailability of cabs in preferred slot
Awareness of new Blu Elite subscription	No, unaware of it	Yes, just heard about it	Yes, may purchase for stress-free regular bookings

C. RFM Analysis - Advanced Segmentation :

SPECIFICS	LOYALISTS	CHAMPIONS	IN-DANGER	HIBERNATING
Meaning	Users who only consider BluSmart for any and all cab requirements of theirs	Users who mostly consider BluSmart when it comes to taking a cab	Users who mostly evaluate and compare pricing and availability with other cab services	Users who have used BluSmart but rarely consider using it now
Recency of usage	High (Within the last week)	Medium (Within last two weeks)	Low (Within the last month)	Very low (More than a month ago)
Frequency of usage	3-4 times a week	1-2 times a week	1-2 times in two weeks	Once or less than once in a month
Monetary analysis	Usually spend anywhere between 5-6k/month Have 1k Rs. surplus in BluSmart wallet typically	Usually spend anywhere between 3-4k/month Have 300-400 Rs surplus in their BluSmart wallet (enough to book a short ride for them)	Usually spend between 1-3k/ month Prefer paying per trip so BluSmart wallet balance is typically low	500-800 Rs. per month or zero when they don't use BluSmart at all

Further insights from survey -

Engagement Campaigns

Campaign #1

Customer Segments that can be considered	Core users	City ride users	ICP 2

Context	Goal	Channel(s)	Offer	Pitch/ Content	Frequency and Timing	Success Metric
Users who have booked movie tickets/ events over the weekend through BookMyShow/ Paytm Insider (this will require 3rd party tracking/ first party data in the form of calls and surveys)	To increase frequency over the weekends - reach out to users who are scheduled to be out at crowded entertainment hub-spots over the weekends and make them consider BluSmart - pitching its reliability and safety.	BookMyShow and/or PaytmInsider - this can take shape in the form of a partnered campaign with cross-promotions on both platforms. Push notifications by BluSmart and partnered organisation around the weekend In-app promotion on BMS/PaytmInsider - coupons shared after booking WhatsApp messages after a booking has been made.	Earn assured cashback up to Rs. 100/-	Consider the following sample message shared with the user by BookMyShow on WhatsApp - Hey there! The day is finally around. The weekend is almost here! 😃 Don't forgot to present your booking QR at the venue entrance for the Vir Das Experience show and reach at least 20 minutes before show-time. Speaking of reaching on time, here's a hack to avoid parking hassles. 🥳 Go for that guaranteed on-time pick-up and a comfortable ride experience with BluSmart. Book your BluSmart today with the code BMSXBlu and win assured cashbacks upto Rs. 100/- on your ride. T&C Applied. Similarly, a push notification by BluSmart can be - What's WORSE than finding a parking space in the mall over the weekend? 😒 It's finding a parking space when you're running late for your movie or stand-up comedy show! 😖🍿 Book a BluSmart and win assured cashback for your weekend mall rides!	Twice a week - On Thursdays and Fridays (as an experiment this can begin with twice a week - since thrice a week can come across as spamming) Timing - Midday around 12-2 pm when one might be on a lunch break and later in the evenings when one might be out, planning to go back home	% of existing users targeted who book a ride. Clicks on push-notifications vs. conversion ratio

Customer Segments that can be considered

Core users

City ride users

ICP 2

Context

Goal

Channel(s)

Offer

Pitch/ Content

Frequency and Timing

Success Metric

Users who have booked

movie tickets/ events over the weekend through

BookMyShow/ Paytm Insider

(this will require 3rd party tracking/ first party data in the

form of calls and surveys)

To increase frequency over the weekends -

reach out to users who are scheduled to be out at crowded

entertainment hub-spots over the weekends and

make them consider BluSmart - pitching its reliability and safety.

BookMyShow and/or PaytmInsider - this can take shape in the

form of a partnered campaign with cross-promotions on both platforms.

Push notifications by BluSmart and partnered organisation around the weekend
In-app promotion on BMS/PaytmInsider - coupons shared after booking
WhatsApp messages after a booking has been made.

Earn assured cashback up to Rs. 100/-

Consider the following sample message shared with the user

by BookMyShow on WhatsApp -

Hey there!

The day is finally around. The weekend is almost here! 😃

Don't forgot to present your booking QR

at the venue entrance for the Vir Das Experience show and

reach at least 20 minutes before show-time.

Speaking of reaching on time, here's a hack to avoid parking hassles. 🥳

Go for that guaranteed on-time pick-up and a comfortable ride

experience with BluSmart. Book your BluSmart today with the code

BMSXBlu and win assured cashbacks upto Rs. 100/- on your ride. T&C Applied.

Similarly, a push notification by BluSmart can be -

What's WORSE than finding a parking space in the mall over the weekend? 😒

It's finding a parking space when you're running late for your movie or stand-up comedy show! 😖🍿

Book a BluSmart and win assured cashback for your weekend mall rides!

Twice a week - On Thursdays and Fridays

(as an experiment this can begin with twice a week -

since thrice a week can come across as spamming)

Timing - Midday around 12-2 pm when one might be on a lunch break

and later in the evenings when one might be out, planning to go back home

% of existing users targeted who book a ride.

Clicks on push-notifications vs. conversion ratio

Campaign #2

Customer Segments that can be considered	Casual users	City ride users/ Airport ride users	ICP 3	In-danger segment

Context	Goal	Channel(s)	Offer	Pitch/ Content	Frequency and Timing	Success Metric
A lot of BluSmart casual users often compare pricing and availability on other cab service apps like Ola and Uber.	Increase frequency of in-danger and casual users. To track and call back customers who observed pricing for a trip and left the app.	E-mail WhatsApp Push-notifications	Via WhatsApp and push-notifications - Book your ride within the next 30 minutes using the code COMEBACK and get up to Rs. 75/- cashback on your next 100% electric ride AND Via e-mail - Book your ride within 48 hours using the code COMEBACK2BLU and get up to Rs. 75/- cashback on your next 100% electric ride	Honest communication highlighting that the brand cares about its customers more than anything else. Consider the following sample message shared with the user by BluSmart on WhatsApp - FOMO is happening! We are aware we can be pricey and tbh, we're REALLY trying to make 100% electric rides 100% economical for you. Because for us, you time and consideration are priceless. Simply put, we don't want you to go and miss out on the most-reliable ride experience. Continue booking your ride with us in the next 30 minutes using code COMEBACK and get instant cashback up to Rs.75/- on your trip. T&C Applied.* Similarly, a push notification by BluSmart can be - Tussi na jao! Your company is PRICELESS and we don't like to see you go! Continue booking within the next 30 minutes using code COMEBACK and get instant cashback up to Rs.75/- * A slightly more elaborate e-mail (with insightful customer satisfaction stats perhaps) can be written for e-mail channel.	Timing - Every time a user exits the app after looking at the estimated trip cost. Experiment between WhatsApp and push-notifications as to what works better Frequency can be once for both WhatsApp/notif offer as well as e-mail.	% of users who left and come back to book a ride within 30 minutes (or within 48 hours using email offer)

Customer Segments that can be considered

Casual users

City ride users/ Airport ride users

ICP 3

In-danger segment

Context

Goal

Channel(s)

Offer

Pitch/ Content

Frequency and Timing

Success Metric

A lot of BluSmart casual users often compare

pricing and availability on other cab service apps

like Ola and Uber.

Increase frequency of in-danger and casual users.

To track and call back customers who observed pricing for a trip

and left the app.

E-mail
WhatsApp
Push-notifications

Via WhatsApp and push-notifications -

Book your ride within the next 30 minutes

using the code COMEBACK and get up to

Rs. 75/- cashback on your next 100% electric ride

AND

Via e-mail -

Book your ride within 48 hours using the code

COMEBACK2BLU and get up to Rs. 75/- cashback

on your next 100% electric ride

Honest communication highlighting that the brand cares about its

customers more than anything else.

Consider the following sample message shared with the user

by BluSmart on WhatsApp -

FOMO is happening!

We are aware we can be pricey and tbh, we're REALLY trying to make 100% electric rides 100% economical for you.

Because for us, you time and consideration are priceless.

Simply put, we don't want you to go and miss out on the most-reliable ride experience.

Continue booking your ride with us in the next 30 minutes using code COMEBACK

and get instant cashback up to Rs.75/- on your trip. *T&C Applied.

Similarly, a push notification by BluSmart can be -

Tussi na jao!

Your company is PRICELESS and we don't like to see you go!

Continue booking within the next 30 minutes using code COMEBACK and get instant cashback up to Rs.75/- *

A slightly more elaborate e-mail (with insightful customer satisfaction stats perhaps) can be written

for e-mail channel.

Timing - Every time a user exits the app after looking at the estimated trip cost.

Experiment between WhatsApp and push-notifications as to what works better

Frequency can be once for both WhatsApp/notif offer as well as e-mail.

% of users who left and come back to book a ride

within 30 minutes (or within 48 hours using email offer)

Campaign #3

Customer Segments that can be considered	Power users	City ride users/ Airport ride users/ Rental users	ICP 1 and 2	Loyalists and champion users

Context	Goal	Channel(s)	Offer	Pitch/ Content	Frequency and Timing	Success Metric
Even power BluSmart users mention the pain-point of pre-booking and unavailability of preferred slots.	Increase adoption and awareness of Blu Elite subscription plan	E-mail WhatsApp Push-notifications In-app promotions - pop-up alerts Social-media - Instagram, YouTube, Facebook, Twitter	Subscribe to Blu Elite monthly/quaterly/ semi-annual plan and save up to 10% on your next 10 rides!	Highlighting the 3 core benefits of Blu Elite subscription - Hassle-free routine bookings (meaning guaranteed availability) Extra-wait time with no charges Free birthday ride Consider the following message shared with the user on the BluSmart app in the form of a pop-up- You're our STAR! 🌟 And you deserve nothing but the best! The best booking experience with the best of service! Check out the Blu Elite plan and get an ultra-premium BluSmart experience. CTA Button <Explore now> (Similar use of creative copy for WhatsApp and push-notifications - highlighting "booking rides on BluSmart just got easier!" wow factor) This takes the user to the below page on the app ⬇️⬇️ On social-media channels, creative ad units/ short videos with Delhi and Bengaluru based influencers can be created. For instance - here's a simple and cost-effective static creative for Instagram and Facebook to create credibility and build a brag-worthy factor about the Blu-Elite subscription. The copy for the same can be on the lines of "I got the fab subscription! Did you?" -	On the app - When a power user opens the app at night On e-mail - Early in the morning so one checks at the beginning of their day On WhatsApp - Mid-day messaging during lunch time (while catching a break) On social media - a month-long thoroughly scheduled campaign to increase awareness	CTR on e-mails, WhatsApp, push-notifications, Impressions and reach of Facebook and Instagram Conversion rate - clicks vs subscriptions.

Customer Segments that can be considered

Power users

City ride users/ Airport ride users/ Rental users

ICP 1 and 2

Loyalists and champion users

Context

Goal

Channel(s)

Offer

Pitch/ Content

Frequency and Timing

Success Metric

Even power BluSmart users mention the pain-point

of pre-booking and unavailability of preferred slots.

Increase adoption and awareness of Blu Elite subscription plan

E-mail
WhatsApp
Push-notifications
In-app promotions - pop-up alerts
Social-media - Instagram, YouTube, Facebook, Twitter

Subscribe to Blu Elite monthly/quaterly/ semi-annual plan and

save up to 10% on your next 10 rides!

Highlighting the 3 core benefits of Blu Elite subscription -

Hassle-free routine bookings (meaning guaranteed availability)
Extra-wait time with no charges
Free birthday ride

Consider the following message shared with the user

on the BluSmart app in the form of a pop-up-

You're our STAR! 🌟

And you deserve nothing but the best!

The best booking experience with the best of service!

Check out the Blu Elite plan and get an ultra-premium BluSmart experience.

CTA Button <Explore now>

(Similar use of creative copy for WhatsApp and push-notifications - highlighting "booking rides on BluSmart just got easier!" wow factor)

This takes the user to the below page on the app ⬇️⬇️

On social-media channels, creative ad units/ short videos with Delhi and Bengaluru based influencers

can be created. For instance - here's a simple and cost-effective static creative for Instagram and Facebook to create credibility

and build a brag-worthy factor about the Blu-Elite subscription. The copy for the same can be on the lines of "I got the fab subscription! Did you?" -

Untitled design.png

On the app - When a power user opens the app at night

On e-mail - Early in the morning so one checks at the beginning of their day

On WhatsApp - Mid-day messaging during lunch time (while catching a break)

On social media - a month-long thoroughly scheduled campaign to increase awareness

CTR on e-mails, WhatsApp, push-notifications,

Impressions and reach of Facebook and Instagram

Conversion rate - clicks vs subscriptions.

Insight observed from the survey and calls was most people (almost 3/4th) aren't at all aware of the Blu Elite subscription -

Campaign #4

Customer Segments that can be considered	Casual and core users	City ride users/ Airport ride users	ICP 3	Champions user segment

Context	Goal	Channel(s)	Offer	Pitch/ Content	Frequency and Timing	Success Metric
Casual and even core users of BluSmart complain of unavailability of preferred slots. This is also probably a reason why most users fall under the in-danger segment as they end-up choosing competitors in such situations - eventually never looking at BluSmart as their first option. In such a scenario - when many users assume unavailability (especially just a few hours before ride time), an interesting campaign can be built around informing all such users of available inventory and time slots that they may prefer.	Increase frequency of users just 1-3 hours prior to their preferred time slot.	WhatsApp Push-notifications	Via WhatsApp and push-notifications - Book your ride within the next 30 minutes using the code BluHere4U and win up to Rs. 100/- on your next ride.	The content needs to highlight all of the many rush-hour slots that are available for a user to book their ride. Consider the following sample message shared with the user by BluSmart on WhatsApp - Counting the last few slots left!! In case you forgot to pre-book your BluSmart ride to the airport or office, we here to your rescue! LAST FEW RUSH HOUR SLOTS available from 9:30 am to 11:30 am. Continue booking your ride with us in the next 30 minutes using code BluHere4U and win up to Rs. 100/- on your next trip. T&C Applied.* CTA <Book Now> Similarly, a push notification by BluSmart can be - 9:30, 9:45, 10:00, 10:15, 10:30, 10:45 and s'more! Listing all the rush-hour time slots available for you! Continue booking within the next 30 minutes using code BluHere4U and win up to Rs.100/- off on your next ride *	Timing - Early mornings and evenings during peak office hours Frequency can be once for both WhatsApp and push notif on weekdays.	% of users who click on to book their slot. Increase in overall traffic for unsold inventory in 30 days time

Customer Segments that can be considered

Casual and core users

City ride users/ Airport ride users

ICP 3

Champions user segment

Context

Goal

Channel(s)

Offer

Pitch/ Content

Frequency and Timing

Success Metric

Casual and even core users of BluSmart complain

of unavailability of preferred slots.

This is also probably a reason why most users fall

under the in-danger segment as they end-up

choosing competitors in such situations - eventually

never looking at BluSmart as their first option.

In such a scenario - when many users assume unavailability

(especially just a few hours before ride time), an interesting

campaign can be built around informing all such users of

available inventory and time slots that they may prefer.

Increase frequency of users just 1-3 hours prior

to their preferred time slot.

WhatsApp
Push-notifications

Via WhatsApp and push-notifications -

Book your ride within the next 30 minutes

using the code BluHere4U

and win up to Rs. 100/- on your next ride.

The content needs to highlight all of the many rush-hour slots that are available for a user to book their ride.

Consider the following sample message shared with the user

by BluSmart on WhatsApp -

Counting GIFs - Find & Share on GIPHY

Counting the last few slots left!!

In case you forgot to pre-book your BluSmart ride to the airport or office, we here to your rescue!

LAST FEW RUSH HOUR SLOTS available from 9:30 am to 11:30 am.

Continue booking your ride with us in the next 30 minutes using code BluHere4U

and win up to Rs. 100/- on your next trip. *T&C Applied.

CTA <Book Now>

Similarly, a push notification by BluSmart can be -

9:30, 9:45, 10:00, 10:15, 10:30, 10:45 and s'more!

Listing all the rush-hour time slots available for you!

Continue booking within the next 30 minutes using code BluHere4U and win up to Rs.100/- off on your next ride *

Timing - Early mornings and evenings during peak office hours

Frequency can be once for both WhatsApp and push notif on weekdays.

% of users who click on to book their slot.

Increase in overall traffic for unsold inventory in 30 days time

Campaign #5

Customer Segments that can be considered	Casual and core users	City ride users/ Airport ride users/ Rental users	ICP 1 and 3	Champions and In-danger user segments

Context	Goal	Channel(s)	Offer	Pitch/ Content	Frequency and Timing	Success Metric
Geographic limitations are another barrier/ pain-point customers feel. For instance, on a customer call, it was highlighted to me that when it comes to a long-distance journey - say from Gurgaon to Noida - they are usually unsure of using BluSmart in such scenarios. The capabilities of the electric cars + geographical reach (+presence) can be highlighted in the form of a campaign	Increase frequency of users for long distance travel - from one corner of the city to another. Additionally, increase awareness of serviceable areas of BluSmart Also, indirectly cause increase in frequency/ new trials for rental rides	WhatsApp Push-notifications E-mail Social media	Book a ride of more than 25 kms and win up to Rs. 150/- off on your next rental ride.	The content needs to highlight end-to-end geographical reach of BluSmart for a user to book their ride. Also, harp upon the significant amount of carbon emissions one can avoid in a long-distance journey. Consider the following sample message shared with the user by BluSmart on WhatsApp - ~~Brazil, Morocco, London to Ibiza~~ ~~Straight to LA, New York, Vegas to Africa~~ Saket, Panchsheel, Golf Course to Def Col! Straight to Noida, Dwarka, Manesar to Model Town! We got the new rhyme because going electric across ALL of Delhi NCR is possible! So party all night, work all day or shop, we here to give you the reliable AND sustainable cab experience everywhere. Book a ride of 25+ kms with us and 30 minutes and win up to Rs. 150/- off on your next rental ride. BONUS : You save an average of 10 kgs of carbon emissions for every such ride! T&C Applied.* CTA <Book Now> Similarly, a creative on Facebook/ Instagram can highlight the end-to-end geographical reach (pardon my basic design skills at the moment) -	Timing - Early mornings and evenings during peak hours, late nights Frequency can be twice a week for WhatsApp and push-notifications. For social media, it can be a month-long awareness led campaign.	% of users who click on the CTA to book their ride. % increase in long distance (25 km+) journeys. % increase in trips to areas that received less trips earlier Increase in overall awareness levels.

Customer Segments that can be considered

Casual and core users

City ride users/ Airport ride users/ Rental users

ICP 1 and 3

Champions and In-danger user segments

Context

Goal

Channel(s)

Offer

Pitch/ Content

Frequency and Timing

Success Metric

Geographic limitations are another barrier/ pain-point

customers feel. For instance, on a customer call, it was

highlighted to me that when it comes to a long-distance

journey - say from Gurgaon to Noida - they are usually unsure

of using BluSmart in such scenarios.

The capabilities of the electric cars + geographical reach (+presence)

can be highlighted in the form of a campaign

Increase frequency of users for long distance travel -

from one corner of the city to another.

Additionally, increase awareness of serviceable areas of BluSmart
Also, indirectly cause increase in frequency/

new trials for rental rides

WhatsApp
Push-notifications
E-mail
Social media

Book a ride of more than 25 kms

and win up to Rs. 150/- off on your next rental ride.

The content needs to highlight end-to-end geographical reach of BluSmart for a user to book their ride.

Also, harp upon the significant amount of carbon emissions one can avoid in a long-distance journey.

Consider the following sample message shared with the user

by BluSmart on WhatsApp -

~~Brazil, Morocco, London to Ibiza~~
~~Straight to LA, New York, Vegas to Africa~~

Saket, Panchsheel, Golf Course to Def Col!

Straight to Noida, Dwarka, Manesar to Model Town!

We got the new rhyme because going electric across ALL of Delhi NCR

is possible!

So party all night, work all day or shop, we here to give you the reliable

AND sustainable cab experience everywhere.

Book a ride of 25+ kms with us and 30 minutes and

win up to Rs. 150/- off on your next rental ride.

BONUS : You save an average of 10 kgs of carbon emissions for every such ride! *T&C Applied.

CTA <Book Now>

Similarly, a creative on Facebook/ Instagram can highlight the end-to-end geographical reach

(pardon my basic design skills at the moment) -

Timing - Early mornings and evenings during peak hours, late nights

Frequency can be twice a week for WhatsApp and push-notifications.

For social media, it can be a month-long awareness led campaign.

% of users who click on the CTA to book their ride.

% increase in long distance (25 km+) journeys.

% increase in trips to areas that received less trips earlier

Increase in overall awareness levels.

Retention Design

As per date from User Pilot and Clever Tap, average customer retention rates for mobile app-based services is typically in these brackets -

Day 0 = 100%

Day 1 = 20-30%

Day 7 = 10-15%

Day 30 = 5 -10%

Guesstimates given conversations with customers, we can assume the following for BluSmart -

Day 0 = 100%

Day 1 = 20%

Day 7 = 12% (steep difference between daily and weekly users)

Day 30 = 8% (again, sizable no. of users use BluSmart only on a week basis)

(Given the formula for retention = Users at end of the month/ start of the month x 100 = 8 / 100 x 100 = 8%)

Basis this, here's a graph we can plot -

Adding the human touch! Signed for proof that it is indeed me who drew the graph. Hope it does justice to what's expected from us.

Which ICP drives the best retention?

ICP 2 drives the best retention since they have multiple use cases for the product. They also claim to prioritize sustainability in their life but at the same, are earning enough to afford premium experiences for themselves - in terms of shopping and going-out experiences.

Safety is also another reason why they highly prefer BluSmart over other options.

What acquisition channels drive users that retain better?

Social Media - With a product like BluSmart - it is essential to communicate its USP of being 100% electric along with differentiating factors such zero-cancellations by drivers, clean cars, on-time/before-time pick up, SOS safety features and more.
These can be effectively, creative and regularly communicated through social-media channels. It is integral for BluSmart's user retention that a user actively chooses to focus on it's many benefits and not on its pricing (which is a pain-point for the value-conscious and casual user or those in the hibernating customer segment).
For customer retention to go up, it seems it is important to reach out to cohorts that are either sustainability oriented or premium-paying customers or both and turn them into brand advocates subtly by providing the promised reliable, safe and premium experience as well as subtly re-instigating the same and build brand affinity and equity by leveraging social media.

E-mailers - Just as social media can be leveraged to build brand affinity (with visual and video elements), the power of data and news in brand building can be leveraged by means of e-mails.
BluSmart manages to be in news for its growing numbers, network of satisfied drivers (and of course customers), increasing fleet of vehicles - thereby partners and rising charging infra are all critical points that can help build a positive mindset for the brand in the minds of the customers.
Through e-mails, these details can be effectively communicated and make a customer feel like they are an important stakeholder in this ethical, sustainable business. It can especially prove a strong channel to retain HNI customers who very much value the importance of numbers and insights.

Word-of-mouth referral is also a strong acquisition channel to drive retention for BluSmart. Brand loyalists and champions often recommend BluSmart to other customer segments who aren't using it as much.

What sub-features/ sub-products drive the best retention?

Airport rides drive the best retention for BluSmart. With dedicated spots (like Uber and Ola) at the Delhi and Bengaluru airport to station their fleet and early-morning bookings (with the promise of zero-driver cancellations), they airport pick and drop service is definitely a strength when it comes to driving retention.

Most customers who were reached out for research mentioned how Uber and Ola bookings early in the morning or late at night to the airport can be tough as often drivers cancel or are simply not around in their areas. Even if pre-booked, the cabs are often cancelled at the last-moment causing the customer/passenger to panic.

This never happens with BluSmart and more often than not, the drivers reach the pick-up point minutes in advance (and patiently wait) till the time the customer's trip is meant to start. This reliability is very much appreciated by BluSmart customers and that's why most customers who use BluSmart once a month - often happen to frequent travelers who book it to avoid any last moment hassles and reach their airport in peace.

This was further observed through the survey results -

Reasons for churn

Here's a table. Column 1 shows the universe of reasons. Column 2 and 3 show the bifurcation between involuntary and voluntary churn -

Top reasons to churn	Voluntary churn	Involuntary churn
Lack of availability of slots	Lack of availability of slots	High pricing - not affordable
High pricing - not affordable	Poor customer support	Got a driver for self-owned vehicle
Poor customer support	Lack of XL cabs	Bought an EV
Lack of XL cabs	App not working properly	Only need transport for very short distances so prefer auto/ fastest available cab
Got a driver for self-owned vehicle	Pre-booking hassle	Geographic limitations
Bought an EV	Lack of offers
App not working properly	Difficulty booking on immediate basis
Pre-booking hassle	Driving arriving late
Geographic limitations	Driver driving poorly
Lack of offers	Car's battery got discharged mid-journey
Difficulty booking on an immediate basis	Always get a quicker ride on another app
Driving arriving late
Driver driving poorly
Car got low on battery midway
Always get a quicker rider on another app
Only need transport for very short distances

Negative actions to look out for -

Poor customer reviews
Negative comments on social media
App uninstalls
Checking pricing and exiting app
CSAT score
Low NPS

Resurrection Campaigns

Campaign	Goal	Offer	Content pitch	Frequency and timing	Success metric
Bring back the lost ones	To urge those who have uninstalled to re-consider BluSmart	Rs. 75/- on next 3 airport rides after downloading	Channels - WhatsApp, E-mail, SMS Content to highlight one-two key statistics in-favour of airport rides and mention core benefits. Airport rides being most preferred by BluSmart users can serve as a reason to reconsider. The content to also talk about how BluSmart misses the customer - build emotional appeal to win them back.Channels - WhatsApp, E-mail	Once a week During lunch break hours on weekdays or on Sundays	% of those who click and reinstall
Missing you	To increase frequency of hibernated customers who haven't used the app in last 45 days	Use code WelcomeBack and win assured cashback on your trip upto Rs. 75/-. Valid till 14 days.	Channels - WhatsApp, E-mail and push notifications Content to harp upon the carbon emissions saved by the user so far and mention some interesting use case relevant to them (basis 1st/ 2nd/ 3rd party data available)	Twice a week On Sunday nights and Thursday evenings (for weekday and weekend use cases)	% of users targeted who use the coupon code.
We're sorry	To bring back customers who stopped using after a poorly-rated trip	Primary - Assigning top-rated drivers (and secondarily offering a discount on next ride)	Channel - WhatsApp, Email and push notification Content to address priority driver allotment for the customer and highlighting how their one-off experience will remain so.	Twice a week	% of users booking a ride using redirection link shared in content
We got more	To announce to churned customers that BluSmart is stronger than ever with more cars, drivers and charging stations around.	Get assured cashback on your next 3 rides with us	Channel - WhatsApp, Email and push notification Content to show statistics of no. of drivers, cars and charging stations increased in their city and urge them to give BluSmart another try	Twice a week Before weekend	% of users using the offer after reading me