Acquisition project | Adani Digital Labs

Adani One is a Super App which has a vision to deliver excellence in everything it does while providing users the most seamless, all-in-one travel, shopping, and lifestyle experience.

​# Step 1 → Decide which Product to pick

B2C Product- Adani One || Airport

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Step 2 → Define the ideal customer profile

Any digital user who transacts online while/before travelling to airport to spend on various categories at the airport such as Duty Free, Retail, F&B etc…

Step 3 → Decide one acquisition channel to scope out.

“When _____, I want to be able to _____, so I can _____”

When I purchase Food/Retail/DutyFree from Adani One App at the Airport, I want to be able to get the best deal every single time while accruing lifetime benefits, so I can redeem them to avail precious experiences.

Four sections of JTBD : If I purchase Food/Retail/Dutyfree from Adani One App at Airport :-

·      Functional- the goal is to get best quality product/experience at the Airport.

·      Personal- the goal is to feel/look better and happy about myself.

·      Financial- the goal is to save more every time with best deals at the Airport.

·      Social- the goal is to flaunt a lavish/flashy lifestyle.

Adani One | Airport is in Mature scaling stage.

Top 2 channels by volume

·      Meta Ads on top cohorts- Passion points of Travel & Lifestyle

Problem: Scale customer acquisition volume while maintaining CAC

How to Solve:

Hypothesis- Current one-size fits all approach on creative is not striking the chord with all the cohorts.

Insight- Under-indexed CTRs & CVRs on in-market audience with vanilla-based offer comms.

Experiments- Do A/B testing on 3 concepts ( Offer, Loyalty & Benefits)  

·      Ads on Cab Aggregators- Uber, Ola, Prepaid taxis

Problem: Low-quality user with under-indexed LTV.

How to Solve:

Hypothesis- 80% of the traffic is low spender

Insight- Filter the creamy audience by sharp targeting 90 %ile+ spender on respective aggregator.

Experiments – To find Acquisition rate of high quality users from Different Ad placements (checkout post booking ride, mast head on app booking page)

Details of Acquisition channels:-

Acquisition channels for Adani One airport business will be diverse, it depends on the specific services or products which is offered. Key channels are as follows:

1.    Organic Search Strategy for Adani One App

a.     Keyword Research

Google and Amazon Keyword Search:

1. • Use tools like Google Keyword Planner and Amazon's search bar to find relevant keywords.
   • Focus on terms like "airport duty-free shopping", "best airport deals", "Adani airport services", “Mumbai Airport”, “Duty Free”, “Food court at airport”, “retail shops at Airport” etc.

b.    Ideal Customer Profile (ICP) Search Patterns

• Travel-Holic/ Leisure  Millennials:
• • Likely to search for travel deals, f&b combos/offers, airport amenities, and influencer reviews.
• Business Travellers:
• • Search for loyalty programs, premium lounge access, and efficient travel solutions.

c.     Template highlighting the Insights from the searches

d.    SEO Optimization Failures

1. Current Strategy Failures:
2. • Low keyword density for target searches.
   • Poor meta descriptions and title tags.
   • Lack of backlinks from authoritative travel and lifestyle websites.

Article Creation for Organic Ranking

1. Relevant Headlines:
2. • "Top Duty-Free Deals at Adani Airports"
   • "How to Maximize Your Travel Experience with Adani One"
   • "Exclusive Offers for Adani One Users"
3. Content Types:
4. • Blog Posts: Tips and guides on airport shopping, travel hacks, and loyalty benefits.
   • Case Studies: Success stories from frequent Adani One users.
   • Comparison Articles: Comparing Adani One services with competitors.

2.     Content Loop Flowchart for Adani One App | Airport

Hook --> Content Creator --> Distributor

Adani One app for Airport business has these as followings: -

·      Hook- Exclusive Offers ( 10% off on duty-free) or Unique Experiences (gourmet dining options)

·      Content Creator- In-store Marketing teams, Travel Bloggers/Influencers

·      Distributor- Adani One App & Social media platforms

Example of a Campaign:

·      Hook- “Transform your Airport travel into a luxury experience! Discover our new F&B Store launch and exclusive shopping discounts only available for a limited time”

·      Content Creator- Create promotional material and a campaign microsite on Adani One app featuring these Hook offers. Invite travel influencers to experience/avail & review the offer stores, sharing their visits through Instagram stories & blog posts.

·      Distributor- Share teaser video, influence content on both the Adani One App & across WA/Insta/FB/X.

1. Discovery Phase:
2. • Users search for travel-related content.
   • SEO-optimized articles appear in search results.
3. Engagement Phase:
4. • Users read articles and find links to Adani One app.
   • Calls-to-action (CTAs) encourage app downloads and sign-ups.
5. Retention Phase:
6. • Regularly updated content keeps users engaged.
   • Email newsletters and push notifications highlight new deals and features.

Content Loop Flowchart

3. •   A[Search for Travel Content] --> B[SEO Optimized Article]
   •     B --> C[CTA to Download App]
   •     C --> D[User Downloads App & Signs-up]
   •     D --> E[Engages with App Features]
   •     E --> F[Receives Updates and Offers]
   •     F --> G[Returns to App for New Deals]
   •     G --> A

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Product Wireframe

1. Homepage:
2. • Featured deals, loyalty points tracker, and navigation to different airport services.
3. Search Functionality:
4. • Allows users to search for specific products or services at the airport.
5. Deals Section:
6. • Highlight current offers, flash sales, and loyalty rewards.
7. User Profile:
8. • Tracks user activity, purchases, and accrued benefits.
9. Content Section:
10. • Access to travel tips, guides, and user stories integrated within the app for continuous engagement.

By implementing these strategies, Adani One can enhance its organic search visibility, attract high-quality users, and maintain engagement through a well-structured content loop.

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3.     Paid Advertising strategy for Adani One App | Airport

To further develop a comprehensive "paid advertising strategy" for the Adani One App, we need to consider the Ideal Customer Profile (ICP) and analyze the lifetime value (LTV) and customer acquisition cost (CAC).

Here is a structured approach to address the given requirements:

Step 1: Define Customer Acquisition Strategy

--> Ideal Customer Profile Selection

Let's select the "Business Travellers" ICP for our advertising strategy.

Ideal Customer Profile: Business Travellers

• Age: 30-55 years
• Income Levels: 70k-300k/month
• Location: Tier-1 & Tier-2 cities
• Goals: Air-mile accumulators, Brand-seekers, Economy++ (upgrade)
• Where they spend time: News, Stock market, Privileges for self/family
• Pain Points: No loyalty driver apart from airlines in entire airport travel journey; Frequent access to premium lounges.

Product-Market Fit Analysis

High Product-Market Fit Segment:

• Business travellers often seek convenience, loyalty rewards, and premium experiences. The Adani One App can provide tailored offers for duty-free shopping, premium lounge access, and exclusive deals on food and beverages.

Step 2: Paid Advertising Strategy

--> Determine Customer Lifetime Value (LTV) and Customer Acquisition Cost (CAC)

• LTV: Estimate the total revenue from a business traveller over time. For instance, if a business traveler spends an average of Rs. 2000 per airport visit and makes 10 visits annually, the yearly revenue is Rs.20,000. With a loyalty program, they might stay engaged for 5 years, making the LTV Rs.1,00,000.
• CAC: Aim for a CAC that is 20% of the LTV. For a Rs.1,00,000 LTV, the CAC should ideally be Rs. 20,000.

Paid Advertising Channels

1. Meta Ads (Facebook, Instagram)

• Audience Targeting:
• • Age: 30-55 years
  • Interests: Travel, Business, Luxury Brands, Frequent Flyers, Premium Credit Cards
  • Behaviour: Engaged Shoppers, Frequent International Travelers
• Creative Strategy:
• • Emphasize convenience, loyalty rewards, and premium experiences.
  • Ad Concepts: (1) Loyalty Rewards, (2) Exclusive Premium Lounge Access, (3) Best Deals on Duty-Free Shopping
• Example Ads:
• • Loyalty Rewards Ad:
  • • Image/Video: Visuals of a traveller enjoying premium airport services.
    • Text: "Unlock exclusive loyalty rewards with every purchase on the Adani One App. Travel smart, earn more!"
  • Premium Lounge Access Ad:
  • • Image/Video: Visuals of a luxurious airport lounge.
    • Text: "Experience luxury at every step. Get premium lounge access with Adani One App. Your gateway to ultimate comfort."

--> Proposed Customer Onboarding Program Construct || Airport

• Pilot to be done for 1 month at Mumbai Airport
• Total expected onboarded users on Adani One from F&B/Retail/DF store at Airport : 0.5 Lakh
• Total Onboarding cost : Rs. 50 Lakh ( Rs 100 per user)

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2. Ads on Cab Aggregators (Uber, Ola)

• Audience Targeting:
• • Premium Users: Target top 10% spenders on these platforms.
  • Ad Placements: Checkout post booking ride, masthead on app booking page.
• Creative Strategy:
• • Highlight the seamless transition from cab to airport services.
  • Ad Concepts: (1) Seamless Travel Experience, (2) Exclusive Cab + Airport Offers
• Example Ads:
• • Seamless Travel Experience Ad:
  • • Image/Video: Visuals of a traveler moving smoothly from cab to airport lounge.
    • Text: "From your cab to your flight, enjoy a seamless travel experience with Adani One App. Book now!"
  • Exclusive Cab + Airport Offers Ad:
  • • Image/Video: Visuals of a cab arriving at an airport.
    • Text: "Exclusive offers for Uber users! Get the best deals on airport services with Adani One App. Discover now!"

Step 3: Creative Mockups

Mockup ads created based on the above strategies.

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Google Mock Ads

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Linkedin Mock Ads

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Instagram Mock Ads

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Step 4: Product Integration and Customer Journey

Products Frequently Used by Business Travellers

• Flight Booking Apps (e.g., Cleartrip, MakeMyTrip)
• Hotel Booking Apps (e.g., Booking.com, Agoda)
• Cab Aggregators (e.g., Uber, Ola)
• Premium Credit Cards (e.g., Amex, Diners Club)

Product Integration Value Addition

• Flight Booking Apps: Integrate Adani One for exclusive airport deals at the time of flight booking.
• Hotel Booking Apps: Offer airport-related discounts and services to hotel bookers.
• Cab Aggregators: Provide combined offers for cab rides and airport services.
• Premium Credit Cards: Collaborate for exclusive deals and loyalty rewards.

Customer Journey Mapping

1. Pre-Travel Phase:
2. • User books a flight/hotel.
   • Receives Adani One App suggestions for airport services.
3. Travel Phase:
4. • User takes a cab to the airport.
   • Receives exclusive airport deals and offers through the app.
5. At the Airport:
6. • User accesses premium lounges, duty-free shopping, and food services.
   • Earns loyalty points and exclusive rewards.
7. Post-Travel Phase:
8. • User receives follow-up offers and rewards notifications.

Referral Program Elements

1. Bragworthy Feature: Exclusive premium lounge access and top-tier loyalty rewards.
2. Platform Currency: Loyalty points redeemable for premium airport services.
3. Referral Audience: Frequent business travellers, premium credit card holders, high-spending users on travel platforms.
4. Referral Discovery: Prominent placement in the app interface, email notifications, and social media campaigns.
5. Referral Sharing and Tracking:
6. • Users can share referrals via social media, email, and messaging apps.
   • Track referrals through unique referral codes and in-app tracking.
   • Referral invites: Personalized messages highlighting exclusive benefits for both referrer and referee.

Example Referral Invite

• Message: "Unlock exclusive airport experiences with Adani One! Refer a friend and both of you get premium lounge access and loyalty rewards. Join the elite travel club today!"
• Visuals: High-quality images of premium airport services and rewards.

This strategy aims to effectively acquire and retain business travelers, enhancing their airport experiences while maximizing the value of Adani One App.

Refer & Earn Proposed Construct​ for Adani one

·          Referrer refers referee and earn 150 Reward Points on first transaction of the Referee.    ​

·          Referee gets 10% upto Rs.700 discount coupon that can be used on first transaction on any Airport booking on Adani One App.

Total Reward Points Earned (Referrer) : 0.37 Cr​

Burn (@60%) : 0.22 Cr​

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Total Discount (Referee) : 1.73 Cr

KPIs to track in such referral campaign:-

1.     How many unique customers have referred people and how many Loyalty points earned.

2.     How many customers have been onboarded with Adani One through referral.

3.     On an average how many people were referred by one unique referrer.

4.     Out of refereed users, how many users have done transaction

5.     Max transactions made by the referees were done on which Business transactions ( Retail/F&B/DutyFree)

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