Engagement & Retention project | Urban Company | Sumana Paul

Name of the company : Urban Company

About the product:

• In one line, Urban Company is a platform for people to get personal grooming and home services at home.
• Founded in 2014, it had started out in India as a platform mainly used by women to get personal grooming salon-like services at home. It increased service categories to include cleaning, appliance repair work, plumbing etc. It has expanded to other countries such as UAE and Australia.
• 60% of their revenue reportedly comes from home services such as cleaning, repair, plumbing etc. Rest 40% comes from personal grooming categories.
• In April 2024, it has reported a profit before tax figure of Rs. 7 cr. Currently it is working on having 6 to 8 profitable quarters before filing for IPO.

SWOT analysis

• Finding a salon in your locality that offers quality service at affordable rates is not easy always, depending on where you stay and how much you spend on personal grooming every month
• Cleaning, Plumbing, Repair services is largely unorganized in India. Hence pricing varies depending on the service provider and area
• People are not comfortable letting strangers to their homes for home services and end up doing it themselves
• People do not find time in their busy schedule to take care of themselves and their house

1. Convenience - booking personal grooming and home care services at home anytime
2. Pricing - standard pricing ensures that there are no hidden costs and customers know how much they have to pay before the service
3. Quality - every service partner goes through continued training every few months to keep them up-to-date with latest technology and method of service
4. Trust - all service partners are highly trained and background checked before they are sent to customers’ house

• Diverse service offerings

Example- In grooming services category, from simple face cleanup to swedish massage, UC covers services that one would book weekly or monthly. By doing this UC increases the number is use cases for service booking

• Personalization

Customers who are satisfied with the service of a service partner can continue choosing them in future bookings. Customers do not usually like to experiment with service providers and like familiarity with people who are entering their homes. This goes to show that UC understand customers’ psychology and wants them to come back

• Quality assurance

Example - Earlier when UC had started operations, service partners did a great job executing a facial service with exfoliating, cleansing, masking as the stages of the process. Currently, they have trained the service partners to use exfoliator devices, skin peel-offs, face massage techniques to offer premium salon-like quality.

Lets look at the categories UC has

AD-HOC category during festival

A user who

a. has booked a service,

b. allowed the service to be completed (no cancellation) and

c. paid for it is ideally an active user (service completion)

Customer journey

Below flow shows app open to booking of an appointment on the UC mobile app. This is a typical onboarding flow as well wherein a new customer installs the app and goes through steps to become an active user.

Listing down some AHA moments which are unique to UC

1st AHA moment: Personalization by allowing customers to choose the professionals they have booked before

2nd AHA moment: Option to pay online or cash after service

3rd AHA moment: Service professional calling or sending message for confirmation before coming over to customer’s house.

Natural Frequency

This depends on 2 things - customer groups within ICPs and the categories of service.

Broadly 2 kinds of people:

1. Young professional living alone
2. Member of dual-income/nuclear family

Let’s look at each of the ICPs in detail.

ICP 1: Young professional

Demographic profile

• Age typically lies between 25 to 35
• Gender: all
• Metro and Tier 1 cities
• They either live alone or with apartment-mates who are sharing the expenses of the house
• Income level: Middle-income earners and above with disposable income. Typically more than 15LPA.

Psychographic profile

JTBD

• Personal goal(primary): Find hassle-free, at-home salon services to keep themselves groomed. Due to hectic work schedules and other things such as socialising with colleagues and friends, gym commitments etc, they do not find time to go to a salon.
• Functional goal(secondary): Find convenient options to keep the house in order. Deep cleaning of kitchen, washroom, appliances, furniture are usually not done by the house help. Also, finding repairmen in various pockets of a city is a hassle. These people want to find a reliable person who can take care of these needs.

Behavioural characteristics

• Technology use: They are tech-savvy and often use mobile apps for entertainment, shopping and services provided they get features such as easy payment option, standardized pricing, real time tracking
• Liberal spending habits: They are happy to spend a little extra money for convenience, time saving, better quality

Where do they spend money

• Shopping
• Diet
• Home grooming

Apps they use

• Grocery and food apps: Blinkit, Zepto, Licious, Swiggy, Zomato
• Entertainment: Spotify(premium), Netflix, Hotstar, Audible
• Productivity: Gmail, Slack, Notion
• Communication and socials: Whatsapp, Instagram, Pinterest, X
• Shopping apps and others: Amazon, Nykaa, Urban Company, Zara, Makemytrip, Lenskart, Zivame

Key features of Urban Company used by them are below. Within this ICP, there are casual, core and power users who are using UC at various frequencies. Due to UC’s large number of service categories, frequency of use case also depends on service type need.

FOR THIS ICP,

Power user: Bi-monthly usage

Core user: Monthly usage

Casual user: Difference of time between any two bookings > 1 month

ICP 2: Member of dual income/nuclear families

Demographic profile

• Age typically lies between 35 to 45
• Gender: all
• Metro and Tier 1 cities
• They live with their spouse or spouse and child
• Income level: High-income member with dual income support. Annual household income more than 25LPA

Psychographic profile

JTBD

• Personal goal(primary): Find hassle-free, at-home salon services to keep themselves groomed. Due to hectic work schedules and other things such as socialising with colleagues and friends, gym commitments etc, they do not find time to go to a salon.
• Functional goal(secondary): Find convenient options to keep the house in order. Deep cleaning of kitchen, washroom, appliances, furniture are usually not done by the house help. Also, finding repairmen in various pockets of a city is a hassle. These people want to find a reliable person who can take care of these needs.Hook 1: Personalised reminder to book service

Behavioural characteristics

• Technology use: They are tech-savvy and often use mobile apps for entertainment, shopping and services provided they get features such as easy payment option, standardized pricing, real time tracking
• Liberal spending habits: They are happy to spend a little extra money for convenience, time saving, better quality
• Social status: They like to keep their house spick and span for friends and guests

Where do they spend money

• Personal grooming
• Shopping
• Diet
• Home grooming
• Hobbies

Apps they use

• Grocery and food apps: Blinkit, Zepto, Swiggy, Zomato
• Entertainment: Netflix, Hotstar, Prime
• Productivity: Gmail, Slack
• Communication and socials: Whatsapp, Instagram,
• Shopping apps and others: Amazon, Urban Company, Makemytrip, Lenskart,

Key features of Urban Company used by them are below.

I have also defined Casual , Core and Power users based on category and frequency of booking

FOR THIS ICP,

Power user: Monthly usage

Core user: Once in 2 months usage

Casual user: Difference of time between any two bookings > 2 months

Hook 1: Personalised reminder to book service

Goal

a. Convert core users to being power users/ increase frequency of service booking from monthly to bi-monthly

b. Maintain frequency of service booking of power users at bi-monthly

Success metric

No. of service bookings per month by an active user

Problem statement

• Customers often forget to book their bi-monthly/monthly appointments due to their busy schedules
• When they finally do, they find that their desired professional, slot are not available

Current alternative

• They have to go with a new professional or decide to do it at some other time
• If the need for service is urgent, they have to look for a nearby salon

Solution

Data requirement: Get data on what are the top 5 services booked by power users and core users every month and around which date.

Communicate: Notify customers that they might want to book an appointment for X service 7 days before the same date last month

Metrics to track

Whatsapp campaign

• Message open rate
• Message open to CTR rate
• CTR to appointment booking rate

Push notification campaign

• Opt-in rate
• Delivery rate
• CTR
• CTR to conversion rate

Hook 2: Engage customers with desired service professional availability

Goal

a. Convert core users to being power users/ increase frequency of service booking from monthly to bi-monthly

b. Maintain frequency of service booking of power users at bi-monthly

Success metric

No. of service bookings per month by a core user

No. of service bookings per month by a power user

Problem Statement

UC’s feature of allowing customers to get service from the same professionals has solved 2 things

• Trust & Familiarity - For many users, especially those who may be anxious about inviting strangers into their homes, having a known professional can reduce stress. They are more likely to feel secure and comfortable with someone they have previously engaged.
• Personalised Experience - Service professionals who have worked with a customer before are likely to remember specific details about their preferences, which can enhance the overall experience.

However, at times when customer tries to place a booking, their desired professional is found to be unavailable.

Current alternative

• This leads to customer postponing the booking/no booking on UC eventually
• Customer goes to the nearby salon
• Customer looks for a cleaner/repairman locally and ends up spending more than they should because they are not a regular customer and are unaware about rates of these kind of services

Solution

Why don’t we notify the customer whenever their desired professional is available to take booking from them?

Data requirement:

1. Get data on what are the top 5 services booked by power users and core users every month and around which date
2. Which service professionals are usually booked by the customers

Example 👇
Customer Shanti books a Head massage, Hair spa and Fruit Facial every month around date 15th to 20th. We also know who are the top 2 professionals Shanti has taken service from the maximum no. of times and have rated them 5 star consistently.

UC sends a push notification and Whatsapp message to Shanti once every day from 12th of any month that her favourite service professionals are available and nearby.

Shanti opens the message, clicks on the link and directly goes over to the sub-category to book her appointment.

Metrics to track

Whatsapp campaign

• Message open rate
• Message open to CTR rate
• CTR to appointment booking rate

Push notification campaign

• Opt-in rate
• Delivery rate
• CTR
• CTR to conversion rate `
• Additonally we should also track and update if customer is consistently giving 5 star to the professional we sent the notification for. We do not want to send the campaign for professionals who have not 100% satisfied the customer.

Hook 3: Allow casual users to test a monthly frequency service

Goal

• Short term goal : Get casual users to book services that have monthly requirement tendencies e.g salon, cleaning services
• Long term goal : Convert casual users to core users

Success metric

No. of services booked by casual users in a month, in a quarter, in 6 months

(Note- We are categorising any customer who is booking less than monthly as casual users. They are unlikely to move from using UC once a quarter to once a month so quickly. Hence, I would like to see if these casual users have atleast increased their booking frequency in a quarter or 6 months. )

Problem Statement

• Casual users book services on UC for use cases that do not occur more than 2-3 times in a year.
• They are not aware of the quality of a salon service or a cleaning service by UC

Solution

We can get casual users to book more frequently in a structured way by giving them discount coupons that can be availed at regular intervals.

For customer Vikram, below is the structure of the campaign,

Metrics to track

• No. of coupon codes availed
• No. of bookings completed
• Average rating given by the customers
• No. of appointments booked without coupon code

Engagement framework for Urban Company : Frequency of engagement

In the previous section we discussed 3 product hooks. Lets look at their engagement campaigns in more detail here.

Additionally, I have also designed 2 more engagement campaigns (campaign no. 4 and 5)

Campaign No. 1(hook no. 1): Book Appointment reminder

Segmentation

Meant for Core and Power users; users booking appointment at least once every month

Goal of the campaign :

a. Convert core users to being power users/ increase frequency of service booking from monthly to bi-monthly

b. Maintain frequency of service booking of power users at bi-monthly

Channel of communication

• Whatsapp
• Push notification

Pitch

For Whatsapp we can choose either of the 2 pitches based on service we are choosing to set reminder for.

1. Just a friendly reminder that last month you enjoyed a relaxing pedicure with Urban Company. It’s time to treat yourself again! Book your appointment today and indulge in some self-care. 💅✨
2. Last month, you had your bathroom cleaned by Urban Company, and it’s that time again! Treat yourself to a sparkling clean space. Book your appointment today and enjoy a fresh start! 🧼✨

Push notifications,

1. 🚽 Time for a bathroom clean! Don’t let your toilet become a horror movie set! Book now!
2. Your toes are probably plotting a revolt after last month’s pedicure! Don’t let them take over—book your appointment now and keep those little troublemakers in check! 💅✨

Frequency and timing

• Maximum 1 per day starting from 5 days before the date the customer booked last couple of times. e.g Sumana booked pedicure on 5th Aug. Start sending 1 reminder per day on Whatsapp and Push notification each from 1st Sep (i.e next month).
• Timing : preferably morning between 8am to 10am / evening 6pm to 8pm

Success metrics

a. Message open rate

b. Notification delivery rate on the no. of customers who have opted in for notification

c. CTR

d. CTR to appointment booking (conversion) rate

Campaign No. 2 (hook no. 2) : Book Your Favourite Professional campaign

Goal

a. Convert core users to being power users/ increase frequency of service booking from monthly to bi-monthly

b. Maintain frequency of service booking of power users at bi-monthly

Channel of communication

• Whatsapp
• Push notification

Pitch

For Whatsapp we can choose either of the 2 pitches based on service we are choosing to set reminder for.

1. Hi Shanti! Your favorite professional , Sulekha, is nearby and ready to pamper you! 🌟 Book your monthly spa session with Urban Company now! 💆‍♀️✨
2. Hi Shanti! Your favorite professional Shankar is nearby and ready to tackle that bathroom mess! 🚽✨Book your monthly cleaning session with Urban Company now and enjoy a sparkling clean space! 🧼💦

Push notifications,

1. Your bathroom is calling for a clean! Shankar is here to help you! 🚽✨
2. Your pedicure is overdue! 💅✨Don’t let your toes go wild— let Sulekha help you to keep them fabulous!

Frequency and timing

• Maximum 1 per day starting from 5 days before the date the customer booked last couple of times. Also take into account customer’s most-booked professionals’ availability.

e.g Sumana booked pedicure on 5th Aug. Her most-booked professional Sulekha is free to take any slot from 3rd to 6th of Sep. Start sending 1 reminder per day on Whatsapp and Push notification each from 1st Sep.

• Timing : preferably morning between 8am to 10am / evening 6pm to 8pm

Success metrics

a. Message open rate

b. Notification delivery rate on the no. of customers who have opted in for notification

c. CTR

d. CTR to appointment booking (conversion) rate

e. Check if the professionals accepted the bookings of customers we sent the reminder to (booking acceptance rate)

f. Rating of service received by the professionals - this will help us gauge if customers are satisfied with the service and if we can continue with this campaign

Campaign No. 3 (hook no. 3): Don’t Do It Yourself campaign #dontdoityourself

Goal

Encourage casual users to book appointment more often.

If they are booking once in 6 months, give them reason to book at least twice in 6 months. If they are booking quarterly, give them reason to book monthly .

Long term goal of this campaign is to convert casual users to core users.

Channel of communication

a. Email

b. Whatsapp

Pitch

Email

Whatsapp campaign

Frequency and timing

• 1 email every 3 days and 1 whatsapp every 2 days till the first coupon is used. Once the first coupon is used, we can assume that the customer has decided to try Urban Company for more high-frequency use cases
• Timings: mornings between 8am and 10 am, evenings between 6pm and 8pm

Success metrics

• Customer availing the discount coupon and booking appointments
• Rating given my customer on these specific appointments. This will be an indicator of whether they will book in future
• No. of appointments booked by the casual user after the campaign i.e after all the special discount coupons are over

Campaign No. 4 : Abandoned cart to Conversion campaign
Goal

Convert core users to power users by reducing friction in appointment booking

(Note: I am only targeting core users here because they are already aware of the value prop of UC and are using the app to check out new services, their prices etc before adding them to a cart. )

Often customers add services to cart and abandon them without booking an appointment.

Reasons could be

• total amount to be paid seems too much at the moment. Keeps it aside to book at a later date
• forgot to book appointment

We could have a typical reminder campaign to address the second reason. But in this campaign I am addressing the first reason taking advantage of UC’s lengthy menu of services.

Campaign concept

Instead of giving discounts, we can nudge customers to book services from the same sub-category but less expensive ones.

Example :

Replace ‘Korean plant peptide brightening’ facial at INR 1799 with ‘Sara lightening glow facial’ at INR 1099

Channel

• Whatsapp
• Push notification

Pitch

• Whatsapp

Hi Sumana!

We see that you added ‘Korean plant peptide brightening’ facial to your cart. While it is an excellent choice, you can also try out our ‘Sara lightening glow facial’ at Rs. 1099 only.

Book here. 💆‍♀️✨

(the link takes them to the service page of the new suggested service)

• Push notification

Replace your cart contents with Sara Lightening Glow Facial for ₹1099!

Frequency and timing

• Daily one push notification and one whatsapp message starting from 5 hours after the cart is abandoned.
• Repeat for 7 days
• 8am to 10am , 6pm to 8pm

Success metric

• Message open rate
• Notification delivery rate among users who have opted in for notifications
• CTR
• CTR to new service add to cart rate
• conversion rate

Campaign No. 5 : Bundle services campaign

Goal

Convert casual users to core users by giving them an opportunity to experience UC’s value proposition

Campaign concept

• In order to create awareness around the multiple types of cleaning services UC offers, create a bundle having 5 kinds of cleanings services and offer it as a discounted package.

example :

Living room cleaning INR 899

Full kitchen cleaning INR 1199

Sofa and cushions cleaning INR 639

Mattress cleaning INR 449

Classic bathroom cleaning (pack of 2) INR 822

Total amount = INR 4008

Offer price INR 3200

• Limited time offer
• Offer before festive season/holiday season

Channel

1. Email
2. Whatsapp

Pitch

Email communication

Subject: Once-in-a-lifetime offer this Diwali season: Bundle Your Cleaning Services with UC!

Hi Sumana,

We noticed that you liked your last service with UC : Window AC repair booked on Oct 5th. We value your trust in us and decided to send you a sweet surprise your way this Diwali. :)

Get your home holiday-ready with our exclusive cleaning service bundle! Enjoy five essential cleanings at a special price:

• Living Room Cleaning: ₹899
• Full Kitchen Cleaning: ₹1199
• Sofa & Cushions Cleaning: ₹639
• Mattress Cleaning: ₹449
• Classic Bathroom Cleaning (Pack of 2): ₹822

Total Value: ₹4008

Offer Price: ₹3200!

This limited-time offer is perfect for the festive season. Don’t miss out—book your bundle today and enjoy a sparkling clean home with your friends and family.

Book here

Best,

The Urban Company Team

Whatsapp communication

Hey Sumana! 🌟We noticed you enjoyed your Window AC repair on Oct 5th. To show our appreciation, we have a sweet Diwali surprise for you! 🎉Get your home holiday-ready with our exclusive cleaning bundle:

• Living Room Cleaning: ₹899
• Full Kitchen Cleaning: ₹1199
• Sofa & Cushions Cleaning: ₹639
• Mattress Cleaning: ₹449
• Classic Bathroom Cleaning (Pack of 2): ₹822

Total Value: ₹4008

Offer Price: ₹3200!

This limited-time offer is perfect for the festive season. Go, impress your friends before this Diwali party.

Book here

Frequency and timing

• Daily one push notification and one whatsapp message starting 1 month before festival we are targeting (diwali in the above example)
• One email every 3 days
• Repeat for 15 days. So, 5 email flow and 15 notifications and whatsapp messages during the campaign period
• 8am to 10am , 6pm to 8pm

Success metric

• Message open rate, Email open rate
• CTR of link sent in both channels
• CTR to appointment booking
• Appointment booking to all services in the bundle completion rate
• No. of appointments booked by casual users without any discount after this campaign

Top reasons UC customers churn

1. Inconsistent service quality
2. Poor user experience on the app
3. Price issue
4. Better alternatives (online/offline)
5. Customer relocation
6. Customer booking appointment with professionals outside UC

(please scroll right to see the full table)

Negative actions that indicate that customers are about to churn

• No. of support tickets raised and the speed of resolution. If customers have a harrowing experience dealing with an issue, its unlikely they would continue using UC
• Service professional rating - If rating is below 5 repeatedly, it indicates that customers are unhappy with the quality of service OR expect better quality/more premium service
• Fall in frequency of booking

Campaign no. 1 : Outbound campaign

Segmentation

This campaign is for users who used to be core/power users earlier but have stopped booking appointments for consecutive 3 months.

Goal of the campaign

To understand the reason why they stopped using UC, address the issue and make changes in their next offer to give them a better experience

Operational requirements

• If the number of churned users in this segment is too high, UC can outsource the outcalling campaign to BPO agencies.
• Or else , UC can take a sample set and do inhouse calling for this exercise.

Channel of communication

• Email
• Calling

Pitch

• If churn reason is ‘inconsistent quality’

“Dear Sumana,

Since your last service, we have implemented new training programs for our service professionals. We have introduced a new training layer for our professionals where they update their skills every month at our city training centres. Rest assured, that your next appointment will only bring delight to you.

If you face quality issues with your service again feel free to call your personal UC Relationship Manager at +918968677777 ."

• If churn reason is ‘price issue’

“Dear Sumana,

We value each of our customers and love when they book their favourite services on our app.

We noticed that you are a repeat user of ‘Sara Brightening Facial’. We would love to inform you that there is no change in price for this service. We also want to gift you a limited-time voucher for this service. Please find attached the coupon code below.

SARADECEMBER40”

Offer

• Do not change prices of most booked services’ and inform the churned customer through email and phone call
• Limited time vouchers of churned customer’s favourite service to convert them to active users again
• Instead of 1 voucher for a chosen service, create 2-3 vouchers to be availed at consecutive months for habit formation

Frequency and timing

Email and phone call - thrice weekly , not more than once per day

8am to 10am, 6pm to 8pm

Success metrics

• Number of churned users booked appointment (among churned users who have been outreached)
• Number of churned users booked appointments using campaign coupon code
• Avg. rating of service by resurrected users ( take feedback from resurrected customer who have rated below 5, because this might lead to churn again)
• Frequency of booking of resurrected customers

Campaign no. 2 : Service Refresh campaign

Segmentation

This campaign is for users who used to be core/power users earlier but have stopped booking appointments for consecutive 3 months.

Goal of the campaign

To communicate service improvements/changes, addition of new services etc

Operational requirements

• If the number of churned users in this segment is too high, UC can outsource the outcalling campaign to BPO agencies.
• Or else , UC can take a sample set and do inhouse calling for this exercise.

Channel of communication

• Email
• Calling

Pitch

“Dear Sumana,

We noticed that you are a repeat user of ‘Sara Brightening Facial’. Since your last service, we have introduced improvements in this service such as

• replaced the face scrub with Loreal face scrub 🎉
• replaced face mask withh Foxtale de-tan face mask 🎉
• introduction of battery equipped exfoliator for smoothness 🎉

If you face quality issues with your service or want to know more about our services and products we use, feel free to call your personal UC Relationship Manager at +918968677777 ."

Book here with discount code SARANEW”

Offer

Discount coupon SARANEW to check out the new, improved version of ‘Sara Brightening facial’

• On email - above communication goes on email with the discount coupon so that resurrected customers get lured into booking the new improved service at a discounted price. Getting them to test the improved version will lead to retention if they like the service.
• On phone call - post communication of value of new , improved service, drop an SMS/Whatsapp contaning the discount coupon and the link to the service.

Frequency and timing

Email and phone call - thrice weekly , not more than once per day

8am to 10am, 6pm to 8pm

Success metrics

• Number of churned users booked appointment (among churned users who have been outreached)
• Number of churned users booked appointments using campaign coupon code
• Avg. rating of service by resurrected users ( take feedback from resurrected customer who have rated below 5, because this might lead to churn again)
• Frequency of booking of resurrected customers
• Frequency of booking other services(not pitched during campaign) by resurrected customers.

Campaign no. 3 : Nostalgia campaign ‘Back To Comfort’

Segmentation

• users who used to be core/power users earlier but have stopped booking appointments for consecutive 3 months.
• casual users with no booking in the last 3 months
• for social media granular segmentation will not be possible but landing on the feed of churned users can result in resurrection through the ad itself

Goal of the campaign

Re-engage churned users by reminding them of the convenience and quality of Urban Company's services while evoking nostalgia tied to good experiences with UC in the past

Channel of communication

• Email
• Whatsapp
• Instagram — Paid ad

Pitch

1. Personalised Email

Dear Sumana,

🌟You had chosen Urban Company to make your bathrooms spick and span in April this year.

Remember the ease of having your home pampered without lifting a finger? We are here so that you can relive those moments.

We’re bringing back your favourite services. Let us take care of your home while you sit back and enjoy the memories or a Koreal skin brightening facial🎉."

Book now and avail discount code BATHROOMCLEAN50

2. Whatsapp message

Hey Sumana! 🌟 Remember how Urban Company made your bathrooms shine back in April? We’re here to bring back that effortless pampering! Enjoy a special discount on your next service or treat yourself to a Koreal skin brightening facial while your bathrooms are busy getting a makeover.

Book now with code BATHROOMCLEAN50! 🎉

3. Instagram ad

Instagram reel showing bathroom cleaning service of UC (one of the most popular services in the home care categories)

• Gist of the message in the ad : Do not worry about cleaning your bathrooms yourself. Book with UC to get sparkling clean bathrooms in 1 hour.
• Swipe up/Book now link in the ad itself

Offer

Special discount on customer’s next service (most booked before they churned) .

• On email and Whatsapp - above communication goes on email with the discount coupon so that customer gets reminded of the service they had experienced some time back and decides to give it a try again
• On Instagram - reel showing the service being experienced by customers followed by customer delight. Book now/swipe up option will have the coupon code already added in the cart

Frequency and timing

• Email and Whatsapp - thrice weekly , not more than once per day
• 8am to 10am, 6pm to 8pm
• Instagram ad - run it for 1 month

Create 4-5 ads for IG and run them for a month. Based on success metrics, double down on ads that are working well and create similar ads.

Success metrics

• Impressions on IG
• Impressions to CTR (IG ad)
• CTR to conversion rate
• No. of appointments booked using coupon code sent on email/whatsapp
• Avg. rating of service by resurrected users

Campaign No. 4 : Outreach by Favourite Professionals

Segmentation

Former power users (used to book bi-monthly). Currently,

• they are not booking appointments every month
• average order value (per appointment) has decreased

Goal

To re-engage churned customers by leveraging relationship with their favourite service professionals

Channel of communication

Phone call by service professional customer is most familiar with

Pitch

‘Hello Maam,

How are you doing? I am Radha, your service professional you have booking with UC for your monthly pedicure, manicure and facial.

I have been asked by UC to check with you if everything is alright since you stopped booking your monthly appointments.

Guess what maam, we have some service improvements introduced and you will be very happy to know that there is 20% discount on pedicure till 18th of this month.

If you have time this week, do you want me to book you a pedicure? My slots are open, so you can choose anytime this week and the next. Or else you can use the app to book at your convenience.

Thank you maam, have a great day. ‘

Offer

New, improved service at 20% discount

Frequency and timing

Only once. We must not overdo this as this can be considered breach of privacy and can backfire resulting in bad PR.

Success metrics

• Appointment booking rate on call by the service professional
• Appointment booking rate after the call on the app

Campaign No. 5 : Miss You Gift campaign (via post)

Segmentation

Churned power/core users in the personal grooming category/frequent user of personal grooming service

Goal

Feel-good campaign to show that UC is like a family member and values their customers by a warm gesture of gifting the customer a small token.

The gift product is a skincare product used by UC professional themselves during facial/pedicure/head massage . This will help create a narrative around UC using only quality products.

Channel of communication

Gift and message by post to customer’s address

Pitch

“Dear Sumana,

We want to say that we miss you! As a small note of appreciation for being our valued customer last quarter, we are sending a small goodie your way. “

Message card pasted on the product says,

“ We are using this Loreal Hair Care Coconut mask for our hair spa services too. Hope you will enjoy this gift and nourish your locks! 😃 Also use this coupon code “LOREALNOURISH” while booking ‘Loreal Hair Spa”

Offer

Free gift and coupon code for availing discount on the most booked serice of customer before churning

Frequency and Timing

Once

Success metrics

• No. of appointments booked using coupon code sent on email/whatsapp
• No. of appointments booked without using any coupon code after the campaign period
• Avg. rating of service by resurrected users
• Frequency of booking of resurrected customers