Founded in 2014, Swiggy is India's leading on-demand convenience platform with a vision to elevate the quality of life for the urban consumer by offering unparalleled convenience. It connects consumers to over 290,000 restaurant partners in over 600 cities. Using innovative technology in logistics space, Swiggy provides a hassle-free, fast, and reliable delivery experience.

Swiggy’s core value proposition revolves around online food delivery across a huge network of restaurants offering variety of cuisines.

With a vision to elevate the quality of life for the urban consumer by offering unparalleled convenience, they have expanded into other verticals like Instamart (on-demand grocery delivery) and Swiggy Genie (same-day package delivery).

It is present not only to order online, but also help dining out by making table reservations and paying bills offline.

How do consumers experience the core value proposition?

On-demand delivery of food and groceries is how users most commonly experience the core value proposition.

• Online food delivery
• Instamart (on-demand grocery delivery)
• Swiggy Genie (same-day package delivery)
• Swiggy Dineout (reserve tables at restaurant as well as pay bills on dining)
• Swiggy Minis - It has been excluded due to low and limited option.

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• Active User:
  
  For a user to be considered active, they should place atleast two orders within a month across any of the Swiggy offerings on the app
  
• Natural frequency of core and sub-product:
  
  Based on 30+ responses to user surveys, here are some common patterns and insights on usage.
  
  Users have been segmented based on the frequency of usage and breadth of usage of product.

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Based on our observation from user interviews and secondary research online, two of the core products—food delivery and instamart contribute to majority to overall revenue (>80%).

We have taken it into account to draw an engagement framework analysis:

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Please see the attached PDF for deep dive. It has been done on basis of casual, core and power users. PDF has been added to access table content more easily.

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ICP __ Swiggy - ICP (1).pdf​

#1 Swiggy Palettes

Goal

• Enhance user engagement and discovery by introducing a social element where users can create, share, and follow curated playlists of their favorite foods and restaurants.

Focused ICPs

• All ICPs, especially core users and power users, to make dineout one of the top-used features for dining out enthusiasts.

Pitch/Content

Phase-based rollout for top food influencers and dineout power users with immediate availability for dineout options and gradual extension to food delivery.

• Generic:
  Introducing Swiggy Palettes! Discover top-rated curations of Delhi NCR from foodie in town Sahiba Bali and get up to 50% off on your first order by paying via Dineout.
  
• Power Users: You're our chosen foodie in town to recommend hotspots! We trust your taste buds, so we've unlocked exclusive access for you to curate the best palettes based on themes. Whether it's a list of the best breakfast spots, must-try desserts, or healthy meal options, Swiggy lets you share your culinary curation with the world!
  
• To all for online food delivery:
  Curate your favorite finds and share them with your friends! If food is your love language, then it's time to create a food playlist of your favorite dishes and outlets to order from and share with your loved ones. Tell me a better way to spend Sunday evening than curating a drooling menu for them?

Offer

• Get 30% off on the first dineout order
• Top food curators receive exclusive Swiggy hampers and invites to food fests

Channels to Promote

Push notifications, In-app banners, & Social Media Influencers.

Frequency & Timing

• Upon feature launch (highlight new playlist feature)
• Regular personalized reminders and updates (based on user engagement and cohort behavior)

Reasons it will Work

Enhanced discovery and social interaction, personalized recommendations, and leveraging influencer reach for broader awareness. In our research, users are more likely to order recommended food and often look out for them. It also helps in reducing bad order experiences and increasing retention.

How it Works

• Users create themed playlists of their favorite restaurants and dishes (e.g., Breakfast places, Best Dinner spots, Healthy meals)
• Playlists can be shared publicly or privately with friends
• Friends can follow, add to, and order from these playlists directly through the Swiggy app
• Regular updates and notifications keep users engaged with their playlists and encourage repeated orders

Proposed Flow

Initial Phase:

• Launch Dineout Playlists with City-wise Curation by Influencers
• Influencers like Sahiba Bali share top curations for their cities
• Use dineout codes for first-time users to drive discovery and engagement

Second Phase: Extend Playlist Feature to Include Food Delivery

• Users can create and share playlists for both dineout and online food delivery
• Friends can follow, add to, and order from these playlists directly through the Swiggy app

Success Metrics

• User engagement with playlists: e.g., usage of playlist-based searches
• Number of playlists created
• Increased order frequency from shared playlists
• Overall user retention

Ramp-up Milestones

• 20% of dineout users create and share playlists within the first month
• Successful influencer-led launches in major cities (Delhi NCR, Mumbai, Bangalore)

  ---

#2 Swiggy Hygiene Seal

Goal

• Enhance user trust and order frequency by certifying restaurants for hygiene practices in cloud kitchens.

Focused ICPs

• Health and hygiene-conscious users, vegetarians, families, and users valuing quality.

Pitch/Content

Introducing Swiggy Hygiene Seal!

Now you can order with confidence from restaurants that have been certified for top-notch hygiene practices by the Swiggy team. Look for the Blue Tick, which is the mark of the Hygiene Seal, and enjoy your meals worry-free!

Offer

• Rate the order and share pictures of the meal to get exclusive discounts on the next order from Blue Tick certified restaurants.
• Special promotions for restaurants that maintain their Blue Tick certification over time.

Channel to Promote

In-app search, Push notifications, In-app banners, Social Media, Email newsletters.

Frequency & Timing

• Upon feature launch (highlight Blue Tick certification and what it means)
• Regular updates on newly certified restaurants
• Personalized reminders if one of the restaurants they have ordered from receives a Blue Tick

Reasons it will Work

Building trust through verified hygiene practices, addressing a top user concern, and differentiating Swiggy from competitors like Zomato. Encourages restaurants to maintain high hygiene standards, improving the overall food ecosystem.

Proposed Flow

Initial Phase: Certify Top Restaurants

• Conduct basic cloud kitchen hygiene checks on selected top restaurants.
• Award Blue Tick certification (mark of Hygiene Seal) to those meeting the hygiene standards.
• Promote these restaurants heavily through various channels.

Second Phase: Expand Certification

• Gradually certify more restaurants across different cities.
• Conduct regular checks to ensure hygiene standards are consistently met by requesting videos and monitoring user reviews.
• Offer exclusive promotions and discounts for orders from Blue Tick certified restaurants for casual users.

How it Works

• Swiggy team conducts hygiene checks on cloud kitchens.
• Restaurants meeting the hygiene standards receive a Blue Tick certification.
• Certified restaurants are prominently displayed in the app with a Blue Tick badge.
• Users can filter search results to show only Blue Tick certified restaurants.
• Regular audits ensure continued compliance and certification retention.

Success Metrics

• Number of Blue Tick certified restaurants
• Change in order frequency from Blue Tick certified restaurants
• Change in order frequency overall for users, specially casual and core users
• Increase in overall user trust measured via qualitative feedback

Ramp-up Milestones

• Certify 1000 restaurants within the first month pan India
• Achieve a 20% increase in order frequency from certified restaurants
• Positive user feedback and increased trust metrics within the first three months

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#1 Swiggy Streaks

Goal of the Campaign:

Encourage frequency of orders to build a habit. Convert casual users into core users and core users into power users.

Segmentation:

Casual and Core users

Campaign Pitch/Content:

Email Communication 01 (Sample Copy)

Keep the streak alive of killing your hunger pangs!

Get an extra 10% off on current offers with each order of your streak.

First order = +10% saved.
Second order = +20% discount.
Third order = +30% discount.

Bigger the buffet, merrier the savings. ?

Tap to Order Now.

Email Communication 02 (Sample Copy)

We will continue your streak of savings.

Hit 3 orders to unlock free delivery on the next 2 orders of INR 249.

Sounds like a lucky day for you!

Email Communication 03 (Sample Copy)

Free delivery sounds exciting, right?

You get to spend your best dollars on your best food moments.

Opt in for Swiggy One membership to get free delivery. It costs less than INR 1 per day.

Tap to get it at INR 49 for 49 days!

Also, count on extra coupons, free deliveries of groceries and home essentials on Instamart, and curated discounts for you. Still thinking? Huh!

Offer:

Gamify the user experience by giving them achievable milestones.

• Level 01: User gets an extra 10% off on the first order, with the option to get 20% off if they order in the next 5 days, and 30% off if they order again in the next 5 days.
• Level 02: User unlocks free deliveries for the next 10 days on orders above INR 249.
• Level 03: User gets a discount on Swiggy One membership at INR 49 for 49 days on their next order to get free delivery.
  

Channels:

• Push Notification
• In-app banner
• Email
• Showcase Streak on app post order
  

Frequency and Timing:

• Lunch hour
• Dinner time
• Around the 1st of each month when salary hits
  

Success Metrics:

Marketing Campaign Metrics:

• Direct:
• • % CTR on Push Notification campaign
  • % CTR on Email campaign
  • % CTR on In-app banner
    
• Indirect:
• • User milestones completed by those who received notifications in the casual users cohort compared to users who weren’t sent the campaign
    

Product Metrics:

• Track % of users who completed each milestone:
• • Level 01: 1st, 2nd, and 3rd Order
  • Level 02: Use 2 free deliveries
  • Level 03: Purchase Swiggy One membership (Number of users who converted to full-time subscription)
    

Business Metrics:

• % increase in ARPU (Average Revenue Per User)
• % increase in LTV (Lifetime Value)

#2 Swiggy Pallette: Curation for Dine Out​

Goal of the Campaign: Increase frequency of usage for Dine Out for core and power users

Segmentation: Core and Power Users

Campaign Pitch/Content:

Food choices are what unites us, right? So, share your curation of top places which are on your list to dine out in the city. Let the common love language of food help you match with someone who matches your palette. UNLOCK a NEW hidden discount on your each dine out.

Offer:

• Help people who are active curators of lists unlock extra discounts. Incentivize them to create and share lists.
• Create a loop for people to keep engaging with this feature by giving a discount feature every time they pay a bill via Swiggy. They get an exclusive code to use within a month which would keep making them come back.

Channel:

• Push Notification
• In-app banner
• Email
• Showcase Streak on app post order

Frequency and Timing:

• Around the 1st of each month when salary hits
• Weekends
• Birthdays
• Festival holidays
• Occasions like Mother's Day, etc.
  

Success Metrics:

Marketing Campaign Metrics:

• Direct:
• • % CTR on Push Notification campaign
  • % CTR on Email campaign
  • % CTR on In-app banner
    
• Indirect:
• • Product milestones completed by users who received the campaign pitch
    

Product Metrics:

• Track % of users who curated a list of dine out favorites
• % of users who shared the list
• % of users who used exclusive coupon code on discovery
• % of users who used coupon code unlocked on bill payment
• Frequency of users who used the dine out feature who got the campaigns vs who did not
• % of users who booked/paid the bill at a place after discovering recommendations from someone else’s list
  

Business Metrics:

• % increase in ARPU (Average Revenue Per User)
• % increase in LTV (Lifetime Value)

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#3 Swiggy Weekly Market

Goal:

Convert core users to power and casual users to core users by helping them experience one more sub-product Instamart for groceries. Help them experience of convenience and delivery CVP better with saved payment and location solution.
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Segmentation: Casual and Core Users

Campaign Pitch/Content:​

01: Welcome to Swiggy's Weekly Market! Get the freshest deals on your favorite groceries delivered to your doorstep. Enjoy weekly specials and unbeatable prices every week!

02: Shop now and unlock exclusive discounts! Spend INR 500 and get an additional 10% off. Plus, enjoy free delivery on your first order this week.

03: Keep coming back every week for fresh deals and special offers. Don't miss out on your chance to save big on Instamart groceries. Happy shopping!

Offer:

• Flash sales for best deals at specific times (e.g., Wednesday 9 PM and Saturday 3 PM) for home essentials.
• 10% off on orders above INR 500.
• Free delivery on the first 3 Instamart orders.
  

Channel:

• Push Notification
• In-app banner
• Email
• Social Media
  

Frequency & Timing:

• Weekly notifications about upcoming new deals sent every Monday
• Reminders during peak shopping times (nights and weekends)
  

Success Metrics:

Marketing Campaign Metrics:

• % CTR on Push Notifications campaign
• % CTR on Email campaign
• % CTR on In-app banner

Product Metrics:

• Number of weekly orders from Instamart
• % of users who made a purchase for the first time
• % of users who made repeat purchases
• % increase in average order value (AOV)

Business Metrics:

• % increase in ARPU (Average Revenue Per User)
• % increase in LTV (Lifetime Value)

#4 Swiggy Golden Hour

Golden Hour: ‘Happy tummies, Widest Smiles’

Goal:
Boost lunchtime orders by providing special lunch deals. Increase frequency of usage by converting casual users to core users and core to power users.

Segmentation:
ICPs focused on office workers, students, and regular lunch-time users.

Campaign Pitch/Content:
We will focus on gaining a competitive advantage to compete with Zomato everyday. Lunch constitutes 35% of total orders placed on food delivery applications, so it is important to leverage this to drive frequency by forming a habit.

Communication:

01:
Make lunchtime special with Swiggy!
Enjoy exclusive lunch deals delivered to your desk.
Quick, delicious, and affordable meals just a tap away.

02:
Order now and get 20% off on all lunch orders!
Plus, unlock free delivery on your next lunch order when you order next time this week.

Part 03: Your lunchtime cravings, sorted!
Opt for Swiggy One membership for consistent free deliveries and extra discounts on your lunch orders. Get it now at INR 49 for 49 days!

Offer:

• 20% off on all lunch orders.
• Swiggy lunch hour curation featuring meals at prices like INR 129-249.
• Free delivery on the next lunch order after trying out Swiggy lunch curation.
• Swiggy One membership discount.
  

Channel: Push Notification, In-app banner, Email.

Frequency & Timing:

• Daily notifications before lunchtime (11 AM - 1 PM)
• In-app promotions during lunch hours (12 PM - 2 PM)
  

Success Metrics:

Marketing Campaign Metrics:

• % CTR on push notifications campaign
• % CTR on email campaign
• % CTR on in-app banner
• Direct: % of CTRs converting to product milestone of food ordered for lunch
• Indirect: Cohort-based analysis for A/B test: people who ordered lunch who received notification vs who did not
  

Product Metrics:

• Number of lunchtime orders
• % of users who made repeat lunchtime purchases
• % of users who ordered lunch for the first time
• % of people who bought Swiggy One subscription
  

Business Metrics:

• % increase in ARPU
• % increase in LTV

#5 Swiggy Culinary Affair

Goal:
Boost applications for the Swiggy HDFC credit card by offering curated, exclusive food experiences for core and power users. Encourage frequent transactions and long-term platform loyalty among high disposable income users.

Segmentation:
Core users with high disposable income who frequently use Swiggy but haven't yet applied for the Swiggy HDFC credit card, which offers exclusive and additional platform currency in the form of cashback and discounts.

Campaign Pitch/Content:

01: CRED x Swiggy invites you to an exclusive culinary affair curated for the top 1% at ITC Bukhara by head chefs! Tap to apply for the Swiggy HDFC credit card and get 50% off on booking the experience.

02: Check off being part of Chef Ranveer Brar's Masterclass! Tap to apply for the Swiggy HDFC credit card now to grab this opportunity to be a student of the world's best chef!

03: Upgrade your dining experience. Experience a seven-course cacao fusion meal hosted at the Darkins Chocolate Factory. This invite-only experience is for Swiggy HDFC credit card holders. Tap to apply for the credit card now!

Reference image generated by AI

Offer:

Collaborate with CRED to curate premium culinary experiences for the top percentile of their userbase who are more likely to opt for the credit card. Nudge people to check their eligibility and allow them to apply if they are core or power users.

• First-year joining fee waived.
• 10% cashback on all Swiggy orders.
  
• Exclusive curated experiences around food, such as:
• • Masterclass with Chef Ranveer Brar
  • Seven-course cacao-based meal at Darkins Chocolate Factory
  • Special fusion food access at ITC Bukhara
• Get 50% off on curated experiences, as well as completely free invite-only experiences.
  

Channel: Push Notification, In-app banner, Email, Social Media, CRED app, Ads, Influencer Campaigns

Frequency & Timing:

• Weekly reminders to apply for the credit card
• Notifications during peak usage times (evenings, weekends)
• Special promotions during curated food events
  

Success Metrics:

Marketing Campaign Metrics:

• % CTR on push notifications campaign
• % CTR on email campaign
• % CTR on in-app banner
• Social media engagement: 
  - Likes, comments, and shares on social media campaigns and Social listening
• On request: % CTR on CRED app campaign
  

Product Metrics:

• Number of credit card applications
• % of people who got the credit card granted
• % of users who make a transaction with the new card on the Swiggy app
• % of frequency of purchase using the card vs cohort which didn't
• Change in transaction frequency pre and post acquiring card
• Average order value (AOV) using the credit card
  

We would also like to track the number of people applying for curated experiences to see the effectiveness/attractiveness of the campaign or to figure out if applications were led more from a discovery point of view.

Business Metrics:

• % increase in ARPU
• % increase in LTV

INTERNET APPROACH:

I’ve gone from seeing 6% to 65% on the internet as retention rates for food delivery apps like Swiggy and Zomato, largely due to the fact that everyone can choose to define it on its own terms. 

For example, in 2018, Zomato defined retention rate as the number of users who have ordered in the past 12 months, leading to a retention rate figure of 65%. Source HERE. It might have been relevant for it in PMF/ early scaling but it is no more.

So, it is time we take our own GUESTIMATE APPROACH to ground our numbers.

GUESTIMATE APPROACH:​

Given our earlier data of segmentation based on user surveys, we will use it to draw the retention curve using guesstimate approach.

Assumptions:

1. We can determine retention of user in long term based on their activity in the first two months by classifying their behaviour in Casual, Core and Power user. Support HERE.
   
2. There’s not a lot of mobility among cohorts, unless there’s external factors involved, which have been assumed constant for the purpose of analysis. However, we acknowledge this can lead to number being off by a few percentage points. However, also upward or downward mobility among core and power users and vice versa will not affect retention curve significantly.
   
3. We have assumed Casual, Core and Power split would be 60%, 30% and 10% respectively.
   
4. We have also assumed initial retention rates of each of the cohorts - Casual, Core and Power User to be 20%, 40% and 60% respectively.
   
5. Given, we have taken monthly frequency as a base metric to classify users based on nature of product usage, we will continue to do M-o-M analysis. While product has strong weekly usage, that is only applicable for relatively smaller percentage of user base.
   

After having established assumptions, to accurately calculate M-o-M retention percentage points, we will take in consideration the following variables to adjust the rate:

• Time to value
• Competition
• Brand and W-O-M
  

Let’s begin!

Initial Retention Rates:

• Casual Users: 20% (Assumption based on typical casual user behavior)
• Core Users: 40% (Assumption based on moderate engagement)
• Power Users: 60% (Assumption based on high engagement)
  

M-o-M fall in Retention based on User Segment:

Here we will logically assume each variable impacts retention rate and till what extent.

• Presence of Competitor:
• • Casual Users: High impact (30%) - Casual users are more likely to switch to competitors due to price sensitivity and lesser loyalty.
  • Core Users: Moderate impact (10%) - Core users are somewhat loyal but can be influenced by better deals.
  • Power Users: Low impact (5%) - Power users are highly engaged and less likely to switch frequently.
    
• Time to Value:
• • Casual Users: Moderate impact (20%) - If casual users don't see value quickly, they might drop off.
  • Core Users: Moderate impact (15%) - Core users expect consistent value but might tolerate initial delays and work arounds in experience.
  • Power Users: Lower impact (10%) - Power users have high engagement and willingness and have showed urgency to act as well as patience to fully understand the core value.
    
• Brand/Word of Mouth (WOM):
  
  While Brand/ W-O-M, can also positively impact growth but there’s likely to be a significant change on negative PR. Hypothetical news: Zomato pays delivery riders better than Swiggy. In this case it would create negative perception if there’s a lot of backlash online while majority of habitual users are going to continue use product. Only a few percentage will drop. Hence, we have assumed negative impact on retention curve which is likely to happen than positive one.
• • Casual Users: Moderate impact (15%) - Positive WOM can retain casual users. Can take extreme action to use or uninstall app based on brand/ reviews.
  • Core Users: Low impact (10%) - Core users are already somewhat loyal and will be moderately be influenced by brand/ W-O-M not taking any extreme action.
  • Power Users: Minimal impact (5%) - Power users' high engagement is less influenced by external opinions.
    

Average change in M-o-M, assuming all 3 factors play an equal role in determining user actions.​

• Casual User = (30% + 20% + 15%)/3 = 21.6%
• Core User = (10%+10%+10%)/3 = 10%
• Power User = (5%+10%+5%)/3 = 6.6%

Table: M-o-M change in retention for Each User Segment and Overall Retention

Which ICPs drive the best retention?

The Core and Power users drive the best retention for Swiggy. A common observation in these two categories is the subscription to Swiggy One, which offers free deliveries (except Genie) and premium discounts across Swiggy sub-products. This drives high engagement and retention.

• Core Users: These users have an average order frequency of 6-8 orders monthly for online food orders and 2-3 orders for groceries through Instamart. Their monthly spend ranges from INR 4,000 to 6,000 on Swiggy. They heavily use the delivery feature and at least one sub-product of Swiggy.
  
• Power Users: These users have an average order frequency of 15+ orders for online food orders and 6+ orders for groceries or other essentials. Their monthly spend ranges from INR 9,000-10,000. They leverage all features of Swiggy, making it their one-stop app for food delivery, grocery shopping, and more.
  

Which Channels drive the best retention?

1. Push Notifications:
2. • Relevant and Timely Offers: Swiggy sends customized notifications based on user behavior, ensuring relevance. Seasonal offers like mangoes in summer or festive food availability during holidays drive engagement.
   • Personalized Reminders: Notifications sent during meal times or based on past ordering habits help in grabbing attention and prompting orders.
     
3. Email Marketing:
4. • Top-of-Mind Awareness: Regular emails featuring exclusive offers, new restaurant partnerships, and seasonal highlights keep Swiggy at the forefront of users' minds.
   • Engaging Content: Creative subject lines and engaging content encourage users to open emails and explore offers. Example: "Here’s what Rohit Sharma just added to his cart" based on moment marketing 
     
5. Brand Building on Social Media for trust and recall:
6. • Emotional Connections: Swiggy uses social media campaigns to build an emotional connection with users, often using humor and relatable content.
   • Long-form Ads: Encouraging users to share their Swiggy experiences and capturing them via ads on social media enhances brand loyalty and trust. Example - A film on Valentine’s Day: https://www.instagram.com/beastoftraal/reel/C3RdZXYrQpg/

The above pointers is based on chat with users (primarily) and secondary research

Which Features & Sub-products drive the best retention?

1. Swiggy Food (Product):
2. • Wide Variety and Deals: The vast selection of restaurants and consistent deals make Swiggy Food the most used feature. Users appreciate the variety and affordability.
   • Delivery Experience: The ability to order food anytime with reliable delivery times drives daily usage.
     
3. Swiggy One Subscription (Feature):
4. • Bundled Benefits: Offering free delivery, exclusive discounts, and priority support across all Swiggy sub-products. This subscription model encourages users to use multiple services and increases retention.
   • Premium Experience: Users enjoy a premium experience with fewer hassles, promoting long-term loyalty.
     
5. In-App Banners (Feature):
6. • Dynamic In-App Banners: Highlighting current promotions, discounts, and special deals directly within the app to encourage additional purchases.
   • Seasonal Themes: Adapting the app interface and offers to reflect seasonal events and holidays, making the shopping experience more engaging.
     
7. Swiggy Instamart (Sub-product):
8. • Quick and Convenient Grocery Shopping: Instamart's integration within the Swiggy app makes it easy for users to switch between food delivery and grocery shopping.
   • Seasonal and Essential Goods: The availability of seasonal goods and daily essentials ensures users find what they need.
     
9. Swiggy Dine-out (Sub-product):
10. • Exclusive Dining Deals: Offers on dining experiences attract users who enjoy eating out, making it a valuable sub-feature.
      

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For each of the reasons, let us figure which are the negative and anti-engagement metrics to track:

Reason for Churn: Higher Prices

Negative Actions to Track:

• High cart abandonment rate.
• Increase in time spent on the menu page without adding items.
• Removal of saved payment details.
• Decrease in repeat orders of frequently ordered foods.
• Decrease in orders from frequently chosen restaurants.

Reason for Churn: Delivery Delays

Negative Actions to Track:

• Increased number of users accessing the delivery tracking page.
• More calls to the delivery person through the app.
• Increase in pre-delivery calls to customer support.
• High percentage of 1 or 2-star ratings mentioning delivery issues.
• Negative reviews on social platforms.
• Increase in 'late delivery' complaints.

Reason for Churn: Poor Food Quality

Negative Actions to Track:

• Increase in 'poor food quality' complaints.
• High percentage of 1 or 2-star ratings mentioning food quality.
• Delayed customer support response to food complaints.

Reason for Churn: Swiggy One Membership Expired

Negative Actions to Track:

• Decrease in the number of orders after membership expiry.
• Increase in app exits after viewing delivery charges.
• Higher abandonment rate at checkout due to added delivery costs.
• Removal of saved payment details.
• Decrease in order frequency of user.

Reason for Churn: High Price of Membership Renewal

Negative Actions to Track:

• Decrease in renewal rates for Swiggy One membership.
• Increase in users searching for discounts or alternative memberships.
• Drop in the number of orders placed post membership expiry.
• Removal of saved payment details.

Reason for Churn: Unavailability of Specific Restaurants

Negative Actions to Track:

• Increase in searches yielding zero results for specific restaurants.
• Higher exit rate from the search results page.
• Negative reviews on social platforms.

Reason for Churn: Late Delivery (Instamart)

Negative Actions to Track:

• Increased app exits after viewing delivery times on Instamart.
• Increased home page exits after viewing delivery times.
• More calls to the delivery person through the app.
• Increase in 'late delivery' complaints.
• Negative reviews on social platforms.

Reason for Churn: Complicated User Experience

Negative Actions to Track:

• Increased time spent navigating Instamart without adding items.
• Increase in cart abandonment without adding items.
• High cart abandonment rate after adding a few items.
• Negative reviews on social platforms.

​

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Reason for Churn: Availability of a Better Cook

Negative Actions to Track:

• Extended periods of app inactivity based on previous patterns.
• App uninstall rate post inactivity.
• Decrease in order frequency of user.

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Reason for Churn: Relocation to an Unavailable Location

Negative Actions to Track:

• Extended periods of app inactivity.
• Increase in 'not delivering to this location' in-app notifications.
• Resumption of app usage after a gap.

​

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Reason for Churn: Relocation to a Location with Competitor

Negative Actions to Track:

• Extended periods of app inactivity.
• Increase in 'not delivering to this location' in-app notifications.
• Decrease in order frequency of user.
• Low NPS

​

​

Reason for Churn: Change in Lifestyle

Negative Actions to Track:

• Significant drop in app usage.
• Decrease in order frequency compared to past patterns.
• Increase in searches for healthy food options with low conversion.

Reason for Churn: Financial Constraints

Negative Actions to Track:

• Drastic reduction in app usage.
• High cart abandonment rate.
• Decrease in order frequency of user.

​Reason for Churn: Proximity to Markets/Restaurants

Negative Actions to Track:

• Significant drop in Instamart usage.
• Significant decrease in Swiggy food orders.
• Increase in orders during specific conditions, like bad weather.
• Decrease in order frequency of user.

TIP: WE WILL HEAVILY USE PERSONALIZATION. IT IS KEY TO BE ABLE TO LEVERAGE DATA WHICH DEFINES USER CONTEXT FOR EFFECTIVE CAMPAIGNS.

• Best to personalise timing based on users order patterns
• Use past data to identify the user's favorite dish/ most ordered dish and create a personalized message for PN
• Use AI generated videos directed to them using user data: Name, most ordered dish, last order etc to send out campaigns
  

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#1 Your taste buds miss us!

Segmentation:
Hibernating users (users who haven't ordered in the past 15-30 days)

Goal:
To re-engage users with a fun and personalized interaction that reminds them of their favorite orders and incentivizes them to return with a discount.

Pitch/Content:
You've got a message from your favorite dish, Burger!

'Hey there, it's your favorite Burger! I've missed you. Come back and enjoy me with a special 30% discount!'

Offer:

• 30% off on your order featuring the user's favorite dish.
  

Frequency and Timing:

• Email: Thrice a week during peak dinner time
• Push Notification: Thrice a week around lunch time
  

Success Metrics:

• Milestone completion: Offer used
• % of users reactivated
• Increase in orders featuring the favorite dish
  

#2 Swiggy Comeback Quest

Segmentation of User Type:
Users moving from core to casual (significant drop in order frequency)

Goal:
To prevent further decline in user engagement by offering strong incentives that encourage frequent ordering through a gamified experience.

Pitch/Content:
Use data on previously favored dishes and peak ordering times to tailor communications.

Example:

Join the Swiggy Comeback Quest! Complete challenges and unlock irresistible discounts and rewards. Order a Shawarma Bowl for lunch and get INR100 credited to use anytime!

Offer:
By gamifying the experience, users are more likely to be engaged and motivated to complete challenges, leading to increased order frequency and higher retention.

• On completion of Challenge 1: INR 100 credited.
• On completion of Challenge 2: 60% off on the second order.
• On completion of Challenge 3: Earn a free Swiggy One membership for a month!
  

Gamification Elements:

• Challenges: Complete specific challenges (e.g., order from different cuisines, try new restaurants) to progress through levels.
• Badges: Earn badges for each completed level and display them in your profile
  notifications

Frequency and Timing:

• Email: Weekly personalized offers and reminders
• In-app Banners: Showcasing the next reward to grab.
• Dashboard: Real-time updates on challenge progress and rewards. Keep users posted on current challenges and badges to be unlocked!
  

Success Metrics:​

• Redemption rate of offers
• Completion rate of challenges
• % increase in order frequency

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#3 Instamart Speedy Delivery

Segmentation of User Type:
Instamart churned user: Users who have experienced long delivery times and haven't used Instamart in past 2 months but have used Swiggy as well as have app installed.  

Goal:
In our surveys, users have expressed dissatisfaction with long delivery times, leading to decreased usage or complete churn from Instamart. This campaign aims to re-engage these users by guaranteeing fast delivery times, thereby rebuilding trust and improving user satisfaction.

Pitch/Content:
Guaranteed 10-minute delivery or it's FREE.

We have added INR 80 in your wallet to shop from Instamart. Get your essentials in a BLINK. Tap to order now!

Offer:

• INR 80 in Swiggy Wallet to redeem.
• If the delivery exceeds 10 minutes, the order is free.
• Additional reward: Earn Swiggy One membership on 3 Instamart orders completed within a month.
  

Frequency and Timing:

• In-app Banners: Display prominently during peak hours.
• Push Notifications: Sent during peak shopping times, such as evenings and weekends.
• Retargeting Ads: Continuously running to remind churned users of the improved delivery service.
• Email: Once a week to ensure it is not to compare spam
  

Success Metrics:

• Increase in the number of Instamart orders
• Reduction in delivery time complaints
• Re-engagement rate via tracking % of users who redeemed wallet balance
• % of users who completed 3 Instamart orders to get Swiggy One

#4 Beating Abandonment Blues

Segmentation:
At-risk users with low activity who create a cart and leave without ordering. Recency of cart creation is within the past 4 weeks. These users are more likely to compare prices and switching to competitors or are not convinced of price value.

Goal:
Motivate the at-risk user to complete their order.

Content/Pitch:
The weekend party is on us! Place an order and redeem INR 200 Swiggy credits on your next order. Offer expires soon!

Offer:

• 40% off on the first order.
• INR 200 Wallet Recharge once they complete an order. The INR 200 Swiggy credit can be redeemed on the next order.

Channel:

• Push notification & WhatsApp

Frequency:

• Every 7 days for 2 months

Timing:

Based on user activity. Suggested could be: 

• Friday night
• Mid-week lunch hour
• Monday morning around coffee from favorite brand
  

Success Metrics:

• % CTR converted to order
• Number of orders placed
• Increase in frequency of orders after 1 month
  

#5 Swiggy Rewind

Segmentation:
Churned users who used to be core and power users and now who haven't ordered in the past 4+ months and most probably even unistalled the app.

Goal:
Re-engage churned users by offering exciting incentives to remind of Swiggy Days and reignite their love for Swiggy.

Content/Pitch:

AI-personalized video received on WhatsApp from a Celebrity (like Dia Mirza)

Content for the first communication. Placeholders are to be personalised based on past data.

Hey <Abhishek>, Remember the golden days when you used to have <Falfel Greek Salad from Salad Days> along with <Chocolate and Cashew Nuts Ball>. You had ordered it <5> times and Swiggy always delivered it with love to you!

Why not, rewind back to good old days? Get 70% off on this meal. It is a treat from us to you.

Still thinking?

We have missed you for so long. What better way than to talk in our shared love language for food.

Open Swiggy. Order now.

Ah, wait

Don't forget to use MISSEDYOU coupon to get 70% off!

Offer:

• 70% off on a dish which was previously ordered frequently and rated high
  

Channel:

• Push notification & WhatsApp
• Email campaign
  

Frequency:

• Every 15 days for 2 months
  

Timing:

Best to personalise timing for communication based on users order patterns:

• Monday mornings
• Friday evenings and nights
• Mid-week lunch hour

Success Metrics:​

• % CTR on notifications and emails
• % CTR converted to orders
• Number of orders placed by churned users
• % increase in frequency of order post the discounted order

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