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Country Delight: The Product

Country Delight (CD) is a direct-to-customer fresh food brand. It is an internet-first brand that offers dairy products on a subscription basis. Their product catalog includes predominantly dairy products - curd, milk, paneer, ghee along with  bread, eggs and coconut water. During the last year, they have included vegetables, fruits, pulses and dry fruits along with packaged food items such as flavored curd, milk shakes, idli, dosa batter etc.

As of today, mobile app is the only distribution channel and hence the communication channel with active users.

Value proposition:

What did you drink first thing in the morning (of course after water)? Is it tea, coffee or milk?  May I also table liberty to ask you how many times in a day do you consume milk products?

Answers to the above questions may vary, but what remains constant is that milk is an integral part of our daily food.

Readily available milk in cities comes in packages. They have a good shelf life and quite obviously - have preservatives and are processed before packaging.

Nowadays, when life is so far away from farms, it is hard to get products in its natural form. We are surrounded by packaged food products in our city life. They come with good shelf life hence quite obviously with preservatives and lots of processing.

CD wants to change that. Country Delight aims to provide Countryside-like Delightful food at your doorstep!

CD procedures directly from farmers and home delivered to its customers within 24 hours. They follow rigorous quality to ensure no adulteration and quality products. They do not add any preservatives or do additional processing for preservation.

CVP

Get country-like fresh and pure products delivered to your home every day!

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How do users currently experience that CVP repeatedly?

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CD offers monthly subscriptions. Users can choose their product basket. They can change the product basket for the next day by midnight of the day.

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Customers experience CVP through:

1. Repeating orders basis subscription (monthly/ weekly) over a time period
2. Multiple one-time orders
   

Natural frequency:​

The natural frequency of users varies based on the products. 

The frequency can vary from daily (for dairy products like milk/curd) to once every months (for pulses).

Sub-products:​

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ICP Deep dive:​

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Summary & Key Insights to ICPs

1. ICP 1 majorly consists of Moms who are highly health conscious for their kids and want genuine, high quality & fresh milk products along with other daily consumable food items. These moms believe in CD’s value proposition and are trusted users from long-term. 
2. ICP 2 are middle aged Men & Women in their 40s & early 50s who have been living in metro cities for long and now they have the option to get better health conscious in terms of their daily lifestyle and consumables. They dont want to compromise health at any given cost with quality being the utmost priority.
3. ICPs 3 are women from non-metro cities who prefer to have convenience over money which also gives them good quality products. Most of them are newly shifted to these cities so they dont trust local vendors much especially for milk products and vegetables. They are open to try out CD and trust for the long term if quality persist.   
   

I observed the following things in general while talking to CD users:

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Positives:

1. The trust that ‘CD products are unadulterated’ is the core driver for adoption and retention
2. The users are satisfied with the quality of products they receive. The ‘value for money’ works so well for users that they are willing to let go of cheaper alternatives (especially true for milk & milk products) and even stretch their budget to buy from CD
3. Users really like the free delivery and that they can order as low quantity as they want
4. Pausing the subscription is the most loved feature for users

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Areas of improvement:

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Users would like clearer visibility of how much they are being charged since the wallet is deducted after the delivery and not when the order is placed

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Best Engagement Framework​

Depth: (Gold)

CD is expanding its portfolio of the product to increase AOV for their product. When we understood users after segmenting them into Casual, Core & Power, we saw that Core & Power users are key focused users and increasing their engagement along with their AOV will keep CD growing at a faster pace. 

These Core & power users are anyways ordering at least one product with daily frequency. They have now built trust on this brand, so it's best to stretch their trust and habit by making them order multiple products.

As Depth = Frequency x Time/money Spent

With frequency, there is a little cap of ordering consumable products daily so increasing their money spent on the given frequency would contribute to its core engagement framework.

Frequency: (Silver)

Its second most important engagement framework for the product to get its users order multiple times if they are not usual buyers. Its better to make them habitable by using these products on a regular frequency which ultimately build more engagement, more trust and experience CVP better.

For Example, we want casual users to increase their ordering frequency from random to regular on a weekly basis. Converting core users to have active subscription of multiple products on a daily/weel;y basis based on the family requirement. 

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Breadth: 🆇

CD is not actively targeting to increase its breadth and go for multiple features in the product. They believe its might affect their CVP and customers might think of them as just another business product who wants to expand and doesn't stick to their CVP for long term. Trust and transparency is one of their core values for its users which they don't want to play with.     

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Defining Active Users:​

1. Based on subscription:

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i) Subscription user

• • • Has an active subscription for at least one product  (daily/ alternate days/ weekly.
    • Recharges Wallet before it exhausts
    • Places one-time orders at random frequency

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ii) Non-subscription user

• • • Places one-time orders at a random frequency
    • Keeps wallet balance above 100 (minimum recharge amount)

2. Leaving product reviews.

While talking to multiple users, I have identified a general trend that most CD users typically go for a review when they have experienced the product thoroughly and have been using the product for a long time. 

Though there are also some users who might not have the best experience while using the product for a few days, they also want to share their experience publicly.

Customer Segmentation​

Power/Core/Casual

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Engagement Campaigns​

As we dig deeper into the product and learnt from various users, CD is extensively focused on onboarding customers and retaining the customer for 1st month of the usage of product. From secondary research and product understanding, we also found that CAC for Country Delight is pretty high. The CD team wants users to experience their CVP at higher cost because they believe that once a user has experienced its CVP and orders multiple times, most likely that user is going to retain and will be a regular customer. Their belief seems to be true in most of the cases. 

So my priority of engagement will not only be casual users but I also want to get more engagement for core and power users. As understood from the product, there is little area of improvement for core and power users too while we are doing these engagement campaigns

Campaign 1

Core --> Power

The idea behind this campaign is to identify purchasing behavior of core users and make them habitual for the product over a longer period of time. We have seen the pattern and observed from various users that they usually buy a product subscription for 5 coming days on a daily basis (for ex - milk). What happens is they might not repeat it very next day as soon as that 5 day subscription ends. 

Another example is users make purchases of eggs on alternate days for the next 10 days. It can happen that this product subscription might not be extended to the next 30-60 days. 

So we want to incentivize these “core customers” and make their habit of extending active product subscription for more no. of days. 

Segmentation: Core

Goal: Increasing no of days for active product subscription for the same product over a long period of time.

Pitch: Extend the subscription for next 10/15/20 days and get 2/4/7 days free! Offer valid before the subscription ends!

Channel: Push Notification

Offer: Get X free days on extending subscription by Y days!

Frequency: One/Two day before subscription is about to end

Timing: 7-10 pm 

Success Metric: 

1. Increase in order frequency during a month. 
2. Higher Active subscription days per user over 2-3 months.

Other Metric to Track: 

Customer satisfaction score, CSAT

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Example:

⏳ Last Chance for FREE Days! 🎁

Extend your subscription now and get up to 7 days FREE. Click to extend now!

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Campaign 2

The idea behind this campaign is to increase engagement for power users thereby increasing their average money spent on the product. We want to customize the app experience for power users. These power users are already having multiple product subscriptions like daily milk, alternative days vegetables, weekly curd, monthly ghee etc. based on their willingness to pay and active subscription orders, we can customize their experience to buy and try other never used products like Dry Fruits, Wheat flours, Pulses with special offerings and customized messages which feel like they are the most valued users and CD further wants to experience more quality products and make their life healthier. 

Segmentation: Power

Goal: Increasing depth through money spent with new product offer delivery along with active product subscription 

Pitch: 

1. 1. We recently procured fresh atta directly from “Farmers Chakki” and got it tested at our laboratory. Now it's ready to reach at your doorstep tomorrow morning so that you get fresh, high fibre content parathas for your lunch-box.
   2. We not only care about your morning breakfast but also your “dinner dal”. Try our newly tested pulses without any adulterations for your dinner tomorrow and you will thank us next day 

Channel: WhatsApp 

Offer: Personalized one time offer of 15% extra on pulses, flours and Rice

Frequency: Weekly

Timing: 7-10 am

Success Metric: Increase in Average Monthly spend by Power user

Other Metric to Track:

Increase in no. of items/per delivery for this user segment

Example:

📢 Special Announcement from Country Delight! 📢

Hello <Name>,

We have some exciting news for you! 🎉

We’ve just procured fresh atta from “Farmers Chakki” and had it tested in our lab. It’s ready to reach your doorstep tomorrow morning for high-fiber parathas! 🥖

Plus, try our newly tested, 100% pure pulses for your dal – no adulterations, just pure goodness. 🍲

Order now and enjoy 15% savings!

Click here to add these to your next delivery:

Country Delight cares for your entire day! 🌅🌙

Stay healthy! 😊

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Best regards,

Team Country Delight

Campaign 3

It has been observed from user behavioral patterns that many product orders are based on certain patterns for some users which can be tracked and analyzed. The idea behind this campaign is to target these sets of customers and offer a product basket containing multiple products with a set of frequency that matches their previous buying pattern. It will help Core and Power user feel more valued and thus make their engagement increase with increase in average order value (AOV) 

Segmentation: Core & Power

Goal: Offering product basket to increase AOV based on their past purchase behavior and history

Pitch: 

Hey User! We noticed while milk satisfies your daily needs, Eggs and breads on alternate days make you happier & stronger with high protein. Relax! We got your needs. We have made a customized product basket for you which might save your time & energy. Try It now!!!!

Channel: WhatsApp

Offer: 20% on each product with extra 10% off on product basket value.

Frequency: Bi-Weekly

Timing: 5-10 PM

Success Metric: Increase in AOV per month

Other Metric to Track:

Customer satisfaction score

Example:

Hey <Name>! 🌟

We noticed that while milk satisfies your daily needs, eggs and bread on alternate days make you happier and stronger with high protein. 🥛🥚🍞

Relax! We’ve got you covered. We’ve created a customized product basket just for you, designed to save you time and energy. 🛒✨

Try it now and enjoy the convenience and health benefits tailored to your lifestyle! 💪​

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Stay healthy and happy with Country Delight! 🌿😊

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Best regards,

Country Delight Team 🌟

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Campaign 4

The idea behind this campaign is to understand users in detail as they start using products on regular frequency and make their engagement more impactful based on preference and personas. These are small surveys with 1-2 questions which dont take more than 15 seconds of time to answer and the user should get incentivized for that. This incentive should also be personalized based on their order history and preference which should further keep their frequency and depth of order increased

Segmentation: Casual, Core & Power

Goal: Improving Feedback Response Rate (FRR) & NPS by incentivising survey

Pitch:

We care for your thoughts! Thus, We have a surprise for you. 

Share your experience with us within 15 seconds and we will make your every second count with a surprise deal.

Channel: Push Notification

Offer: 

1. 1. Get 400 gm curd free on your next order.
   2. Try our fresh bread tomorrow morning for free!! And you’ll love it!!

Frequency: Monthly

Timing: 8-10 PM

Success Metric: 

1. 1. Feedback Response Rate (FRR)
   2. NPS

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Example:

🚨 Don't Miss Your Freebies! 🎁

15 seconds of your time gets you FREE fresh bread tomorrow morning! 🍞✨

CTA: Take survey

⏳ Last Chance for a Surprise! 🎉

Complete a 15-second survey and enjoy 400 gm of curd FREE 🎁 on your next order! 

CTA: Take survey

Campaign 5

To engage users on a regular interval with surprised deals to increase the depth of their engagement by targeting impulse decision making processes. These surprise deals will be based on the items they have shown interest before on the app and have not successfully brought that item.     

Segmentation: Casual & Core 

Goal: Increasing depth as a form of engagement based on interest shown on the items before.

Pitch: 

1. 1. Hey User!! We care for your Likes & Interests. We present you the “deal of the day” on curd and Eggs. Claim this deal within an hour and get surprise discounts.
   2. Hey User!! We care for your Likes & Interests. We present you the “deal of the week” on Ghee & Oils. Claim this deal till tonight and get surprise discounts.

Channel: Push Notification

Offer: Product offer extra 10%. Subscription offer extra 20% 

Frequency: Weekly/Bi-Weekly

Timing: 8-9 PM

Success Metric: 

1. 1. Increase in number of order placed in a month
   2. Higher no. of product subscription/ per user within a quarter

Example:

🎉 Deal of the Day Alert! 🥛🥚

Hey [User]!! We care for you! Claim our curd and eggs deal within an hour for surprise discounts! 🎁

CTA: Claim now

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Retention:

Understanding Retention at CD

Bird's Eye View 

Country Delight has secured Total Funding of $300M as of Jun’24

Latest Funding Round was of $9M, Series E on May 31, 2024

Country Delight Valuation - $811M as on Jan 12, 2024

Research & Assumption on Retention rate:

• Through secondary research we can understand that the retention rate for CD is 50%. Source 
• Average retention for D2C brand in meal categories is hovering around 30-32%
• A good targeted retention rate for D2C would be 30-40% based on the various categories 
• Understood from CD product pitch to the investors that revenue retention for Country Delight hovers at 100%+ levels even after 18 months of onboarding (Source).  Assuming AOV increase to 2-3 times in 18 months then also we are able to achieve around 40% of retention rate post 12 month

Microscopic View

Which ICPs drive the best retention?​

Users opt for CD influenced by WoM from people they know or advertising they have come across.

Whether they will stick to the brand or not depends on following factors:

1. Are they able to experience the ‘anticipated’ value of the brand
2. Do they see the brand platform solving for their needs

Core and Power are the users who are most likely to hold positive opinions on both 1 & 2 of the above. It is indicated by:

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What acquisition channel drives the users that retain better?

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CD does not follow an omnichannel approach. The products are sold only through the app. App is available for iOS and Android users.

Different channels of customer acquisition are:

1. Digital: Mostly drives Retention (Gold)

The brand spends a lot on digital marketing. The creatives used are focused on conveying brand propositions.

The brand is likely to chase a potential customer on different platforms like - Instagram, Facebook, YouTube.

2. WoM/ Organic (Silver)

The potential users hear about the brand from their social circle. They download the app & start using it.

Users coming through WoM adopt the product as they believe that CD is solution to their pain points. Also the conviction is higher when people hear positive feedback from someone they know. Hence are willing to give a good chance for the product to establish the core value proposition for them.

These customers stick for long term, and also generate scaling revenue as they buy from different product categories.

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Note: The secondary data was not explicitly available to state the facts.

I have derives the above conclusion from - interviews with founders (podcasts), customer feedback on public platforms, customer conversations and insights

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What sub-products drive more retention?​

1. Milk and milk based products:

Most of the Country Delight users start using the product for milk and milk products. Then once on the platform, they order different products offered.

In the case of milk and milk-based products like paneer, curd, and ghee, the ‘tangible taste difference’ is the differentiator of CD. Customers buying these products get hooked to the taste and hence the proof of quality (freshness and purity). These customers retain better and also generate more revenue over time as they order from other product categories.

2. Eggs and breads

These are again items of regular use of customers. In the case of bread and eggs as well ‘tangible taste difference’ is easily recognizable by the common user. 

As these products act as a ‘hook’ for brand promise, the customers who buy these products retain better and generate the revenue over time.

Churn

Top reasons of churn​

Voluntary

• The customer fails to understand how billing works and how money is auto-debited for wallets. They become suspicious and leave the platform.
• Customers are not informed when their offer expires and the price of their subscription products increases. This makes them feel cheated and they leave the platform.
• Product promise not met. For ex. Not enough water in coconut
• Stockouts of products
• Delivery issue - early morning deliveries not suiting the schedule of user, delayed deliveries

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Involuntary:

• Moved to unserviceable location
• Lifestyle change. For ex. Started a non-dairy diet, kids moved to another city etc.
• Price issue - customers found prices higher than local vendors/ other competitors

Note: We are considering the ‘price issue’ cause of ‘involuntary churn’. Because:

• The founders want to build CD as a ‘mass market’ brand and not premium products
• As the company is growing exponentially, losses are increasing manyfold.

Hence we can conclude that there is no further space to cut down the prices.

Additional churn reasons:

• In-app customer journey is not intuitive, repeated icons make it even more confusing.
• The billing system is not what customers are usually habituated to. There is no clear information or education on the app, about the billing process.

Early signs of churn:

1. Negative actions

• Switches ‘OFF’ autopay for wallet
• Negative review/ low rating on PlayStore/ social media
• Request for account closure or getting the wallet balance back

2. Reduced (anti) engagement

• Reduced number of active product subscription
• opting out of ‘VIP subscription’
• Drop in delivery frequency/ AOV
• No order in last 20 days

Resurrection Campaigns​

Campaign 1

For the users who are turning ‘Power → Core’ & ‘Core → Casual’ 

Segmentation of User: Core & Power users who have not ordered at least one order in the last 7 days. 

Pitch/Content:

Hey User! We noticed you haven’t placed an order in the past 7 days. Does your preference change😱 or is it a change in mood 😛? 

We miss serving you with the best quality.

That’s why, We Have a little surprise for you to explore and get healthier again.  

Offer: 30% off on purchasing previous subscribed product 

Frequency & Time: Weekly Reminder on WhatsApp 

Success Metric: No. of users who used the offer and placed an order within a week.

Example:

Hey <Name>!

We noticed you haven’t placed an order in the past 7 days. Did your preferences change 😱 or is it just a change in mood 😛?

We miss serving you the best quality products, and we’d love to have you back!

🎉 Here’s a Little Surprise Just for You! 🎉

To show you how much we care, we have a special offer waiting for you. Explore our range of fresh and healthy products and get back on track with your healthy lifestyle.

👉 Click here to reveal your surprise!

We look forward to delighting you again soon!

Best regards,

The Country Delight Team

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Campaign 2

For users who are turning Casual → In-Active

The Idea is to convince them to get “value for money” using our product by extending VIP app subscription.

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Segmentation of User: Casual users who find product items highly priced once free VIP App subscription (which is offered for free for every new user for the first month) ends.  

Pitch/Content:

Hey User! We value your presence. We noticed you have tried our products multiple times in the past month and hope you liked our commitment to deliver the best quality product at your doorstep. 

We recommend  you to re-Activate your subscription and we assure value for your money. Our Subscription not only gives you special discounts on all the items but also timely delivery with better service. 

We have a special offer on your next subscription. Tap to unlock 

Offer: 25% off on renewal of VIP subscription

Frequency & Time: Weekly after VIP subscription ends

Success Metric: Renewal of VIP App subscription for new users

Example:

Hey <Name>!

We value your presence. 😊 We noticed you've been enjoying our products lately. We hope our commitment to quality has impressed you!

🎁 Re-Activate Your VIP Subscription at Offer Price! 🎁

Get special discounts on all items, timely delivery, and better service. Tap here to unlock a special offer on your next subscription: [Link]

Let's continue delivering freshness to your doorstep! 🌟

Best regards,

Country Delight Team

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Campaign 3

Addressing Price Transparency 

Segmentation of User: Casual and core users who are on the verge of churning due to they suspect they are being charged more than they have placed and order for.

Pitch/Content:

Did you know you can see exact price you paid for each product in ‘My Orders’ section? It has been a while since we served you. Here is a special offer just for you! 

Offer: Flat 30% on restarting last subscription

Frequency & Time:

Once a month for all the users who have not placed any order for last 20 days.

Between 7-10 pm on Thursday

Success Metric: 

• How many people sign up for the offer and renew their subscription
• Increase in number of active subscription days/per user in this segment

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Example:

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Hey there! 🌟

Did you know you can check the exact prices you paid for each product in the ‘My Orders’ section? We want to ensure transparency and trust in every transaction. 💬💰

It’s been a while since we’ve served you, and we truly value your feedback. Here's a special offer, just for you! 🎁✨

Let's make things right and continue delivering freshness to your doorstep.

Looking forward to delighting you again soon! 🌼🥛

Best regards,

Country Delight Team 🌟

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Campaign 4 ​

Segmentation of User: Targeting user who have left bad reviews on product app

Pitch/Content:

Hey user! We heard you had a bad experience with us. Let us know your experience in detail and we are ready to resolve the issue at the earliest.

Guess what, We have a surprise deal/offer especially for you. Give us another chance and you won't regret it.

Offer: 50% off on any product subscription for 5 days

Frequency & Time: Instant support through email 

Channel: Email

Success Metric: 

1. Edited positive product review on Playstore/Appstore
2. No. of users returned to the App and used the offer within a week.

E-Mail Body

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“

Subject: We’re Sorry for Your Recent Experience – Let Us Make It Right!​

Hey <Name>,

We deeply regret that you recently had a less than delightful experience with our product. At Country Delight, your satisfaction is our top priority, and we take customer feedback very seriously.

We’d love the opportunity to make things right and address your concerns. Please reply to this email detailing the issue you faced, whether it was related to:

• • • Order delivery
    • Defective or non-standard item received
    • In-app experience
    • Or any other concern

🎁 Surprise Offer Inside! 🎁

To express our sincere apologies, we have a special surprise offer just for you. We hope this will give us another chance to serve you better.

👉 Click here to reveal your offer!

We look forward to hearing from you and hope to see you soon.

Best regards,

The Country Delight Team

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“

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Campaign 5

We will have the users who are about to churn or have almost churned. It would be important to re-engage them before they leave.

With this campaign, the goal is multifold:

1. Ask for their opinion - not only for us to gather useful data, but to make them feel valued.
2. Discount offer  - Give them lucrative opportunity to come back

Segmentation of User: Users who are about to churn or have almost churned. The users who have not ordered anything in the last 45 days

Pitch/Content: Hey user, its been a long since you last ordered from us. Please take this 20 seconds survey and tell us what can we improve for you?

We have a special deal for you. Try any new products as you want in your next order & unlock your special deal. 

Offer: 70% off on entire basket value 

Frequency & Time:

Triggered at D45/D60/D70 since the last order day from the user. 

Timing: 7-10 pm

Success Metric:

• No. of orders received from this segment within 15 days the first message reaching the user
• No. of active subscription days/per user for this segment

Example:

Hey there! 🌟

Feels like you've been missing out on freshness? We miss you too!

It's been a while since your last order. Help us serve you better by sharing your feedback: [Link]

But wait, there's more!

🎉 Special Deal Just for You! 🎉 Try as many new products as you like in your next order and enjoy a flat 70% off on the Entire Basket!

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How awesome is that? Tap here to grab the deal now: [Link]

Let's bring back the joy of freshness to your doorstep!

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Best regards,

Country Delight Team 🌿🥛

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