Engagement & Retention project | Adani Digital Labs

Decide which Product to pick

B2C Product- "Adani One || Airport "

Understand & Define

Step 1 → What is the core value prop of your product?

To provide an integrated Digital Ecosystem of Adani Airports that focuses on delivering convenience, end-to-end comprehensive Airport travel options at a competitive pricing with a user-friendly experience to the users.

Step 2 → How do users experience the core value prop of the product?

User can experience the CVP of Adani One through a wide range of services and features provided on the platform for efficient travel planning and convenient/ personalised booking. Here’s how users typically engage & benefit from Adani One CVP:-

1. All-in-one Platform

2. User Friendly interface

3. Single-sign on

4. Seamless Booking process

5. Competitive Pricing & Deals

6. Loyalty Program with cross-channel Earn & Burn

Step 3 → Define the action makes a user an active user?

Any user doing at least 1 transaction per quarter (in 3 months) across any line of business(LoB) ie. Flight booking, Hotels, Train, Bus, Duty Free, F&B, Cabs etc.

Step 4 → What is the best engagement framework for your product?

Engagement Framework	Key Tracking Metric	Selected	Rationale
Frequency	No. of times the user transacts on the app	Primary	The more no. of times they transact on the App, the more they experience the CVP. The more they transact on the app, the more benefits & usage of all the Airport services will be experienced.
Depth	Amount spent (GMV) by the user in each booking.	Primary	The more they spend money, the more they experience the CVP.
Breadth	No. of different business/services being used by the users	Secondary	Could be a good engagement framework -Airport & OTA services they experience i.e Flights, Duty Free, Lounge, Retail, Hotels etc they may experience more of the CVP

Step 5 → What is the natural frequency of the product?

Any user typically transacts once in a year on Adani One App to book Flight booking, hotels, Train, Bus, Duty Free, F&B, Cabs etc.

Step 6 → User segmentation

Type of User	Depth	Frequency	Breadth
Casual Users	Amount spent by user is min Rs. 8000 in a year	Once in a year	Only uses to book travel- Flight or Hotel
Core Users	Amount spent by user is min Rs. 25k in a year	Once in 3 months (On an Avg)	Not only Travel, User further extends transactions when travel to Airport to avail Airport services like Retail/Duty Free/F&B.
Power Users	Amount spent by user is min Rs. 1 Lac in a year	Once a month (On an Avg)	Uses every line of business and avails most of the offers (Bank offers/Loyalty Rewards/Instant discounts) Prefers Adani One over any other Travel App.

Engagement Campaign

Campaign Designing:-

User Segmentation	Casual	Core	Power
Goal	Increase the no. of times user Transacts.	Increase the Breadth of the user by diversifying the Txns in different Airport categories	Increase ATV (average Txn Value) per User by promoting Cross-category sale.
Pitch	Transact on Adani One App on Flights and get extra 5% off on next purchase.	Transact on Adani One App on Flights and get 15% off on Hotels.	Book your Flights and pre-order Duty Free to get additional 5% off.
Channel	Push Notifications, emails	PNs, email, Social Media	Payment Flow of App, CRM Comms (PNs, emails), Whatsapp
Offer	extra % off on next purchase in same category.	% off on other category.	Upsell : Additional % off on over n above existing offer.
Frequency	Once a week	Once a week	Once a week
Timing	Post 30 mins of Booking a Flight	When the user browses on social media.	Post booking of Flight on Payment flow mainly to upsell – Cross-Category sale
Metrics	No. of Txns increased from more than once a year	No. of Txns & GMV to be increased from once in 3 months & 25k a year.	No. of Txns, GMV, txn done across varied no of services/ categories to be increased

Mockup of Social Media post for Core User

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Churn

To create a Churn Model, following parameters to track:

· Define Dormant User- Previously active on app, but not now.

· Define User Characteristics- Drop in bookings, frequent visits, regular interactions, response to marketing communications

· Correlation- Infrequent bookings on app or long gaps between bookings, high rate of browsing or searching without completing booking, tech glitch resulting in high bounce rate on particular points in user journey

· Model Score- Implement predictive analysis to proactively address potential dormancy factors.

· Predict & Define

Step 1 → Use the table to put down the voluntary and involuntary reasons for users churning

Voluntary	Involuntary
High Rates	Poor UI- Complicated booking process	Regulatory Changes- Visa issue, Travel bans etc
Hidden Fees or extra charges	Inadequate Customer support	Economic downturn/ instability
Slow App performance- slow loading times	Lack of incentives- no special offer or added value	Health Concerns/ Pandemics
Usability Issues- Complex Navigation	User preferences- alternative apps	Incentives from Competitors
Tech issue- app crashes while booking	Personalization issues- irrelevant suggestions
Technical Glitch- Bugs, errors	Limited Options- incomplete listing, lack of filters, missing features
Lack of Time	Lack of Trust- Security concerns/ Brand reputation