🧠 Understand

What is Swiggy?

Founded in 2014, Swiggy is one of the leading food delivery platforms in India. Over the past few years it has developed into a one-stop solution for ordering food, groceries, dining out and local deliveries.

What is the core value prop of Swiggy?

• Quick deliveries from 3,00,000 + restaurants right at your doorstep
• Extensive range of cuisines from across the country
• Options for everyone (for the health conscious, for those with a sweet tooth, etc)
• Discounts and offers on food delivery from your favourite restaurant
• On-time deliveries

How do users experience the core value prop repeatedly?

• By placing multiple orders and getting them delivered on time.
• By subscribing to Swiggy One membership, which provides unlimited free/discounted deliveries and extra discounts not just on food but on Instamart, Dineout and on Genie as well.
• By exploring and ordering from curated sections such as offer zones, gourmet, guilt-free options, and occasions, etc
• With easy to navigate app interface and exploring sub-menus.
• With option to order not just for self, but also for friends & family living in same city or even in other cities where Swiggy delivers.

What is the natural frequency of Swiggy users?

Casual: Twice a month

Core: 4-5 a month

Power: 4+ times a week

Swiggy’s sub-products and their natural frequency?

Best engagement framework for Swiggy?

Define

Actions that make a user an active user (+ frequency)

Any user who is placing at least 2 orders a month (it could be either for food or a mix of food and a sub-product)

Segment

Engagement

⚡️Campaign 1:

Segment type of user: Casual user

Goal: Increase frequency of orders placed (migrate casual to core)

Pitch: We didn’t want to disturb you… just wanted to check if you have had lunch?

Offer: 20% off on your next two orders of Rs 200 and above.

Frequency & timing: Twice a week. Around noon.

Success metric: User clicks on the notification and places at least one order within two weeks.

⚡️Campaign 2:

Segment type of user: Core user

Goal: Migrate a core user to a power user by giving a trial of Swiggy One

Pitch: You’re the ONE for us! Here's a month of Swiggy One free for you.

Offer: 1 month free usage of Swiggy One

Frequency & timing: Once a week

Success metric: User's order frequency goes up by 60%. At the end of one month, user subscribes to Swiggy One.

⚡️Campaign 3:

Segment type of user: Power user

Goal: To increase frequency of orders placed in a week

Pitch: Who’s a cutie patootie? Youuuuuuu! Here’s something sweet for you.

Offer: Get 20% off on all dessert orders placed this week.

Frequency & timing: Monday & Tuesday. Around 2100 hrs

Success metric: A customer places at least 5 order for desserts within next 7 days.

⚡️Campaign 4:

Segment type of user: Casual user

Goal: To activate a hibernating user

Pitch: You’ve got mail! We've credited Rs 50 to your Swiggy wallet.

Offer: Offer valid until midnight. Min order value Rs 200.

Frequency & timing: Once a week.

Success metric: A customer who hasnt placed an order for last 30+ days uses the credits to place an order. And, orders again with next 2 weeks.

⚡️Campaign 5:

Segment type of user: Core user

Goal: To get a core user to try Genie (increase breath of engagement)

Pitch: Don’t leave us hanging. Swiggy Genie is patiently waiting for your instructions.

Offer: Up to 25% off on your first order

Frequency & timing: Once a fortnight

Success metric: A customer clicks on the notification and places an order within 1 day of notification.

🎯Retention

Bird’s-eye view

As per estimates across different sources and websites, retention rate for Swiggy is around 60-65%, which has also been observed as the standard retention rate for food delivery apps in India.

Microscopic view

Which ICPs drive the best retention?

For Swiggy, Power and Core users drive the best retention rates.

As per user research, Power users place at least 4+ orders in a week, which is a mix of food, Instamart and regularly use Dineout. For them, Swiggy is the primary app for food & grocery. Some power users have also been using Mini and Insanely Good, though the users are in limited numbers.

When it comes to Core users, they place around 5-6 orders a month. For these users, Instamart has been observed as the primary use and food deliveries are the second choice.

Which channels drive the best retention?

• Push Notification
• In-App Notification
• In-App Banners

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

Swiggy One: In the user research it has been observed that all core and power users have subscribed to the Swiggy One plan, which is also an indicator for long-term users as well as brand affinity.

Instamart: Almost 90% of the survey respondents confirmed they use Instamart on a regular basis.

Dineout: Dineout is a big draw among those who love to go out with friends, family, office meetings.

Define Churn

Voluntary reasons to churn

• Discounted offering from competitor
• Subscribed to Zomato Gold after expiry of Swiggy One
• Lower delivery charges offered by competitor
• Additional discounts offered by competitor
• Not happy with customer support

Involuntary reasons

• Moved to a city where Swiggy doesn’t deliver
• Got married and spouse already has competitors subscription
• Death

Negative actions to look for?

• Reduced frequency of food orders
• Reduced frequency of grocery orders
• Reduced app opening rates
• Rise in number of support tickets raised
• Deleting saved cards
• Deleting saved addresses
• Lower ratings to orders
• Regular returns
• Lower ratings on app store
• Non-renewal of Swiggy One

💥 Resurrection Campaigns

⚡️Campaign 1:

Segment type of user: Hibernating/Almost churned user (no orders or app opening within last 30+ days)

Pitch: Long time, no see! We've missed you. 👀

Offer: 50% off on your next two orders. Min order value Rs 200.

Frequency & timing: Twice a week. To start once a user hasn't opened the app for 30+ days.

Success metric: The user places an order within 7 days of receiving the first notification.

⚡️Campaign 2:

Segment type of user: Frequent user of Instamart but no order in last 3 weeks.

Pitch: Dosa or Rajma Chawal?? What's cooking today? 🤔

Offer: 50% off up to Rs 100 on your next Instamart order. Min order value Rs 400

Frequency & timing: Twice a week. To start after 3 weeks of no orders on Instamart.

Success metric: User places an order upwards of Rs 400 within two days of second notification.

⚡️Campaign 3:

Segment type of user: At risk user (no orders in 14+ days), who stopped after giving a bad rating on play store.

Pitch: Satisfaction Guaranteed!! Nahee to paise wapas 🤑

Offer: Rs 100 off on your next two orders. Min order value Rs 400. Offer valid for two weeks.

Frequency & timing: Once a week. To be triggered on T+14 days after bad review and no order history for 2 weeks.

Success metric: Customer places the order within 3-5 days of the second notification

⚡️Campaign 4:

Segment type of user: Casual user who places an order after 2 weeks but gives a 1-star rating after delivery. (similar campaign can also be used for a core user who gives two 2-star ratings within a span of 3 days)

Pitch: We're sorry your last order didn't meet expectations.

Offer: We've added credits worth your last order in your Swiggy wallet. Credit valid until next 5 days.

Frequency & timing: Once. Soon after a casual user gives a 1-star rating

Success metric:

⚡️Campaign 5:

Segment type of user: A power user who hasn't renewed Swiggy One membership after T+30 days of expiry

Pitch: Here's a sweet deal for you. Buy annual Swiggy One membership and get 2 additional months free.

Offer: 2 months additional Swiggy One membership.

Frequency & timing: Twice a week. T+30 days of Swiggy One membership expiry date

Success metric: User renews annual Swiggy One membership within 10-15 days of first notification.

~ fin ~