Engagement & Retention project | Zepto
Zepto
Zepto is an online grocery delivery service with 7000+ products in 20+ categories, from fruits & vegetables to gadgets, makeup must-haves, and more, all delivered to customers in just 10 minutes
How Zepto Works
Zepto delivers groceries in ten minutes through a system of dark storefronts and mini-warehouses, on up to 90% of orders. Zepto works in the quick commerce segment of India. It is designed to be customer-centric and built around the instant service model.
To ensure a flawless delivery experience, their average delivery time is 8 minutes and 47 seconds. Through a chain of dark stores or retail distribution centers, the Mumbai-based company employs a hotspot method to cater largely to digital purchases.
A dark store is a tiny neighbourhood storehouse that customers cannot visit but purchase online to get packaged delivery. Population, traffic dynamics, topography, road patterns, weather conditions, last-mile operational improvement, real estate prices, and other geographic data and local intelligence aid Zepto in optimizing its connectivity. Furthermore, the startup's dark warehouses and cool rooms are custom-designed to satisfy particular criteria such as ease of travel, allowing packers to move as swiftly as possible to fill orders.
Zepto has seen impressive growth, serving 10 major cities with 1,000+ employees. They deliver more than 7,000 products, revolutionising the Indian grocery segment with 10-minute delivery, advanced tech, and optimised centers.
Zepto’s month-over-month growth is 200%
Industry
As per IMARC Group's analysis, the Indian online grocery market attained a value of $6.8 billion in 2022. Looking ahead, the market is anticipated to experience substantial growth and is projected to reach $37.0 billion by 2028. This growth trajectory indicates a remarkable compound annual growth rate (CAGR) of 31.3% during the period from 2023 to 2028.
The sector has expanded in prevalence in the past few years as a result of evolving customer habits, growing urbanization, and a tech-savvy generation that prefers to make online purchases.
As per RedSeer, India's quick commerce market is set for impressive growth, projected to expand by 10–15 times by 2025 and reach a market size of nearly $5.5 billion. This substantial growth is expected to surpass other markets, including China, in terms of quick commerce adoption.
As their standard of living increases and their daily schedules get tighter, consumers are flocking to customized and convenient internet platforms for grocery shopping instead of walking down to the local shops.
Funding Stage | Series G |
|---|---|
Market Valuation | $5 Billion |
Market Share | 22% |
Founded | 2021 |
Founders | Aadit Palicha, Kaivalya Vohra |
Company’s Revenue(FY24) | 10,000 Crore |
Understand about Zepto
Core Value Proposition
Zepto's core value proposition is its promise to deliver groceries and essential items to customers within 10 minutes. This has revolutionized the way people in India shop for essentials.
zepto's other value propositions include:
- Focus on essentials: Zepto delivers high-demand items like groceries, dairy, fresh produce, and daily necessities.
- Competitive pricing: Zepto offers competitive pricing and promotions.
- Strong customer experience: Zepto aims to provide a strong customer experience.
How do users experience the core value proposition of Zepto repeatedly
- By searching for a products from their collection of 7000+ products in 20+ categories and finding them
- By getting the products at very good price compared to else where
- By getting good offers while checkout
- By placing order and getting it in 10 minutes
- By getting fresh and good quality grocery and other products delivered
Natural Frequency of an active user?
User Type | Order Frequency |
|---|---|
Casual | 1-2 orders/week |
Core | 2-4 orders/ week |
Power | 5-12 orders/week |
What is the best engagement framework for Zepto?
Engagement Framework | Key Tracking Metric | Selected | Rationale |
|---|---|---|---|
Frequency | -# of orders placed per week | ✅ | 1)People need grocery& kitchen, snacks & Drinks, Household essentials and beauty & personal care products on a regular basis. Zepto goal’s is to develop a habit so that users only order from Zepto for all their needs instead of going elsewhere to get them delivered in 10 min 2)As the frequency of orders increase, users would experience the value proposition of Zepto better and the personalised experience of frequently ordered products would get better making order experience even more seamless |
Breadth | # No of categories users are placing orders | ✅ | 1)Zepto has 20 + category of products and users who are currently placing orders only from certain categories out of them and buying other categories from else where -Local store, other apps-We can get them to order to on Zepto that will increase the order value and will result more orders and help users retain as then Zepto would be their one stop solution for all their needs |
Depth(Time or Money) | -Average Order Value | ❌ | Increasing the order value or the time spent on Zepto doesn’t necessarily enhance the customer’s experience. Morever there is a limit to how much one can increase the order value. Pushing beyong this limit is not benefecial, making this metric less relevant for engagement |
🚴🏻♀️What action makes a user an active use
Any user who signed up on Zepto app and opens the app and places ≥ 1 order in 7 days and gets the order successfully delivered is considered an active user
🗝📊 Key Metrics for Active User
Primary metrics to track in case of Zepto are
- Number of orders placed per week
- Average number of orders placed per customer per week
- Number of customers who placed (1-2) orders per week
- Number of customers who placed (2-4) orders per week
- Number of customers who placed (5-12) orders per week
- Average number of categories from which a customer placed an order in a week
- Average number of categories from which a customer placed an order in a month
- Number of Customers who placed orders from 1-5 categories in a month
- Number of Customers who placed orders from 5-10 categories in a month
- Number of Customers who placed orders from 10-15 categories in a month
- Number of Customers who placed orders from 15-20 categories in a month
Customer Segmentation
ICP’s Deep Dive
Questions | ICP1 | ICP2 | ICP3 |
|---|---|---|---|
Age | 30-35 | 23-28 | 21-28 |
Income Group | 20-45 Lakhs | 10-25 Lakhs | 15-20 Lakhs |
Gender | Male | Male | Male |
Marital Status | Married | Unmarried | Unmarried |
Kids | 1 | None | None |
Lives with | Family | Parents | Friends |
Location | Bangalore | Hyderabad | Hyderabad |
Occupation | Staff PM | APM | Software Engineer |
Industry | Saas | HRMS | IT |
| Behavioural Data | | | |
Values Time/Money | Time | Time | Time |
Spends Time on what all Apps | Linkedin, Youtube, Slack, Gmail, Netflix, ET, MoneyControl | YouTube, LinkedIn, Instagram, WhatsApp, Jio Cinema, Netflix, Zomato, Amazon | Whatsapp, LinkedIn, Instagram, Youtube, Spotify |
Spends Money on what Apps | Zepto/Blinkit, OTTs, Youtube Premium, LinkedIn Premium, Food Delivery | Gpay, Cult, Youtube, Amazon, Swiggy, Zomato, Zepto | Blinkit, Zepto, BBNow |
What do they do in your free time | Spend time with their kid, Browse news, Youtube videos, LinkedIn Feed, Watch web series | Youtube, Meet Friends and go out, Read | Scroll through Social Media, Watch Youtube videos, meet friends |
Which Apps do they have paid subscriptions | Zepto Pass, Apollo Circle, Youtube, Hotstar, Google One | Zomato, Netflix, YouTube, Hotstar, Amazon, Jio Cinema, Zepto | Zepto pass, zomato gold |
Product Related Data | | | |
How long have they been using Zepto | 1 year | 2 years | 5-6 months |
Why do they order on Zepto | Time Saving, last minute need realisation, Convenient & Better Pricing | Convenient, Time Saving | Time saving, allows minimum cart order value as compared to other apps |
Categories of Products they have orders on Zepto so far | Fruits & Vegetables, Grocery & Kitchen, Household essentials Snacks & Drinks Home Needs | Fruits & Vegetables, Grocery & Kitchen, Snacks & Drinks, Household essentials, Fashion, Electronics, Kitchen Items | Fruits & Vegetables, Grocery & Kitchen, Snacks & Drinks and Beauty & Personal care |
How many times do you order from Zepto in a week | 1 | 2 | 10-12 |
When do they need Zepto app | Last minute baby needs: be it be food/vegetables or other essentials To purchase house cleaning items, Certain big ticket pantry items | Impulsive purchases which I need immediately | For ordering daily groceries |
What other Quick commerce apps do they use and why do they order from them | Apolo 247 for medicine and blinkit for the things that i could not find over zepto | Blinkit - Faster, Cheaper | Blinkit because it has certain products with minimum and small packaging unlike zepto which doesn’t have such things at time for many products |
Are they Zepto Pass subscriber | Yes | Yes | Yes |
Average Order Value/Order(in INR) | 400-500 | 200-600 | 100-200 |
For whom they order | Baby & Wife | Themself | Home |
What type of communication do they prefer to receive from Zepto regarding offers and discounts | WhatsApp, In App notifications | In App Notifications | WhatsApp, In App notifications |
Engagement & Retention | | | |
For which feature of Zepto do they keep coming back to the product | Time of delivery | Fast delivery | Faster delivery and small ordering value availability |
What features of Zepto do they value most? | Delivery time | Quick delivery | Easy navigation and flow. Very user friendly |
How frequently do they use above mentioned features | Weekly | twice a week | Almost every time when used |
Which feature of Zepto do they least value and why | Inability to cancel order/Edit order even immediately after placing order as sometimes by mistake click on order when need to add more items or add incorrect item | Ads | I don’t like the category of items like electronics and beauty which are better suited to in person purchase. |
What will make them leave Zepto | non-transparent pricing on checkout ; unavailable SKUs ; | Non timely delivery Higher platform fee, higher minimum order value | Nothing as of now |
Have they ever thought about leaving Zepto?Why? | Yes, Pricing in Food & Vegetables category i higher than other quick commerce, quality not upto mark Can’t cancel order once order is placed | No | Don’t feel like leaving as it seems best of all |
Describe Things which if introduced will make you stay on Zepto | Option to cancel/edit order for 1 min after order successfully placed Reminder to replenish my kitchen inventory with some wallet cash | More offers Schedule orders | - |
Inferences from User Research
- Time Vs Money
- Zepto Users value time more than money and hence they want orders to be delivered quickly and are ok to a little extra to get that convenience
-
- Product Categories ordered majorly by Zepto users
- Majority of Zepto users order products from Fruits & Vegetables, Grocery & Kitchen, Snacks & Drinks, Household essentials and Beauty & Personal Care categories
- Very few users order from Fashion, Electronics, Kitchen Items & Home needs
- None of the users ordered Toys and make up items
- Zepto Pass
- All the users to whom I reached out had zepto pass
- Average Order Value
- Average Order value of users is anywhere from 100-700 with majority of users in 200-400 bucket
- Channel preference to receive offers and discounts from Zepto
- Majority of users prefer WhatsApp & In-App Notifications
- No. 1 reason why users come back to Zepto is their fast delivery service
- Features users least value is the ads on Zepto platform
- Some of the reasons that users mentioned that might make them leave Zepto are
- Low product categories
- Mismatch in promised time vs Delivered time, Non timely delivery
- Non transparent pricing on Checkout
- Unavailable SKU;s
- Higher platform fee & Higher minimum order value
- Can’t cancel an order once placed
- Fruit & Vegetables prices are higher than other Q-commerce and quality not upto mark
- Things if introduced will make people stay on Zepto platform
- More products
- More Offers
- Option to schedule orders
- Option to cancel order/add items within 1 minute of order successfully placed
Advanced Segmentation based on Casual/Core/Power
Parameters | Casual | Core | Power |
|---|---|---|---|
Frequency | 1-2 orders/Week | 2-4 Orders/Week | 5-12 Orders/Week |
How long have they been using Zepto? | 1 year | 2 years | 5-6 months |
AOV(Depth of money spent) | 300-700 | 400-600 | 100-200 |
Breadth of categories ordered | Fruits & Vegetables, Grocery & Kitchen, Household essentials Snacks & Drinks Home Needs Beauty & Personal Care | Fruits & Vegetables, Grocery & Kitchen, Snacks & Drinks, Household essentials, Fashion, Electronics, Kitchen Items Beauty & Personal Care | Fruits & Vegetables, Grocery & Kitchen, Snacks & Drinks, Beauty & Personal Care |
What they like in Zepto | Fast delivery | Fast delivery | Faster delivery and small ordering value availability Easy navigation and flow. Very user friendly |
What they don’t like in Zepto | Inability to cancel order/Edit order after placing an order | Ads | I don’t like the category of items like electronics and beauty which are better suited to in person purchase. |
Zepto Pass Subscriber | Yes | Yes | Yes |
Goals | Get Last minute needs delivered quickly | Get their purchases which they need immediately delivered quickly | For ordering daily groceries |
Revenue Contribution | Medium | High | High |
Engagement Campaigns
Campaign #1-Streaks
Goal Of Campaign | Encourage consecutive daily orders to build a daily habit(Casual to Core) |
|---|---|
Type Of user | Casual User |
Hypothesis | Casual user ordering frequency is only 1-2 orders a week. In order to push them to order more there needs to some motivating factor. In order to solve for that we are gamifying this experience and motivating users to order consecutively in a week to get rewards, better offers and get to maintain streak |
Pitch/Content | 1)Push Notifications 🔥 Keep Your Streak Alive! Order today to stay on track for milestone rewards! 🎁 Don’t miss out—keep the momentum going! 2)WhatsApp 🎉 You're on Fire, [Customer Name]! 🔥 You've been nailing your daily orders with Zepto! 🛒 Keep up the streak, and you'll soon unlock some exciting milestone rewards just for you. 🎁 Order today to stay on track and get closer to your exclusive offers. We’re rooting for you! 💪 Tap to order now: [Link] |
Channel of Distribution | WhatsApp, In-App Notifications |
Offer | Streak of 3 Orders-50Rs Zepto Cash Streak of 7 Orders-100 Rs Zepto Cash Streak of 11 Orders-200 Rs Zepto Cash Streak of 15 Orders-300 Rs Zepto Cash Streak of 21 Orders-400 Rs Zepto Cash Streak of 27 Orders-500 Rs Zepto Cash Streak of 30 Orders-1000Rs Zepto Cash |
Frequency & Timing | Push Notifications & WhatsApp Messages in the morning and in the evening |
Success Metrics | Streak Maintained, No. Of Customers who reach different streak milestones, No. Of Orders placed in a week |
Campaign #2-Zepto Pass members Limited Deals
Goal Of Campaign | Encourage Zepto pass members to order more(Core to Power) |
|---|---|
Type Of user | Core User |
Hypothesis | Core user ordering frequency is 2-4 orders a week. Since core user ICP already has a zepto pass, so offering exclusive limited time deals during certain periods of time would make this user order more due to limited time offers which would create urgency in user and also because user would want to make the most out of Zepto pass membership for which they paid users would end up ordering more number of times in a week |
Pitch/Content | 1)WhatsApp Message 🌅 Start your day with fresh deals on Zepto! From morning fruits and veggies to afternoon snacks, we’ve got you covered with exclusive offers throughout the day. 🛒 Check out today’s schedule and shop your favorites at a discount! [Link to shop]
🌟 Morning Deal Alert! Get up to 20% off on fresh fruits and vegetables from 8 AM to 10 AM. Hurry, limited time only! 12 PM - 2 PM: Grocery & Kitchen 🔥 Midday Sale! Save up to 25% on groceries and kitchen essentials from 12 PM to 2 PM today only! 4 PM - 6 PM: Snacks & Drinks 🥤 Snack & Sip Deals! Get up to 30% off on snacks and drinks from 4 PM to 6 PM. Stock up now! 6 PM - 8 PM: Household Essentials 🏠 Evening Essentials Sale! Save up to 20% on household essentials from 6 PM to 8 PM. Shop now and save big! |
Channel of Distribution | In-App Notifications, WhatsApp |
Offer | Limited time deals for most commonly ordered items in different categories at different durations of the day identified basis their frequently ordered items and spend patterns Fruits and Vegetables in morning 8AM to 10AM-Upto 20% Off Grocery & Kitchen in the afternoon 12PM to 2PM-Upto 25% Off Snacks & Drinks in the evening 4PM to 6PM-Upto 30% Off Household essentials in the night 6PM to 8PM-Upto 20% Off |
Frequency & Timing | Push Notifications at 8AM, 12PM, 4PM and 6PM when each of the sale starts WhatsApp Message-8AM |
Success Metrics | No Of Orders Placed in a week, No. Of Orders placed in a week by Zepto pass members, No. Of Orders placed during deal hours |
Campaign #3-Milestone based rewards-Ordering from new categories
Goal Of Campaign | Encourage Zepto users to order items from categories they haven’t ordered before and provide milestone based rewards to build a habit of ordering products from these categories from Zepto itself instead of ordering from elsewhere(Core user to Power User) |
|---|---|
Type Of user | Core User |
Hypothesis | Core user is ordering frequently only from certain categories like Fruits & Vegetables, Grocery & Kitchen, Snacks & Drinks, Household essentials, Beauty & personal care etc. To increase breadth for Zepto, each user would have a gamified category order milestone screen where all the categories which doesn’t generally order from would be listed with progress bar for each category and offers in that particular category as and when they reach milestones. This help the user visualize how many orders they are placing with items from each category and will motivate and push them to order more from categories they have ordered less |
Pitch/Content | 1)WhatsApp Message Hey [Name], Ready to save big on Zepto? 🎁 We’re excited to introduce our new Milestone Rewards system! 🚀 Order from categories you haven’t explored yet and watch your savings grow: 📦 Place 5 Orders: Get a 20% Off coupon 📦 Place 10 Orders: Get a 30% Off coupon 📦 Place 15 Orders: Get a 40% Off coupon …and it gets better up to 80% Off! 💥 Track your progress and unlock deals with every order. Just make sure to order items worth ₹100 or more in each category to count. Don’t miss out—start exploring new categories now and maximize your savings! 🌟 [Shop Now on Zepto] Cheers, Team Zepto 2)Push Notification Unlock Up to 80% Off! 🚀 Place orders from new categories and earn milestone rewards. Start saving big—shop now on Zepto! 🌟 3)In App Notification Unlock Milestone Rewards! 🚀 Earn up to 80% Off by ordering from new categories! 🎉 Track your progress and save more with each milestone you hit. Start shopping now and watch your savings grow! 💰 Button: Explore & Save More |
Channel of Distribution | In-App Notifications, WhatsApp, Push Notifcations |
Offer | Placing 5 orders with items from a particular category-20% Off coupon on that category items Placing 10 order with items from a particular category-30% Off coupon on that category items Placing 15 order with items from a particular category-40% Off coupon on that category items Placing 20 order with items from a particular category-50% Off coupon on that category items Placing 25 order with items from a particular category-60% Off coupon on that category items Placing 30 order with items from a particular category-70% Off coupon on that category items Placing 40 order with items from a particular category-80% Off coupon on that category items Each order should have min 100Rs worth products from the particular category to count under progress bar |
Frequency & Timing | Twice a week |
Success Metrics | Percentage of users ordering from 2+ new categories, Percentage increase in orders from less frequently ordered categories, Percentage of users reaching milestones in different categories |
Campaign #4-Deals on new category items
Goal Of Campaign | Encourage Zepto power users to explore products from new categories and order items from new categories(Increase Breadth for Power users) |
|---|---|
Type Of user | Power User |
Hypothesis | Power users are placing 5+ orders and are ordering items frequently from certain categories like Fruits & Vegetables, Grocery & Kitchen, Snacks & Drinks, Beauty & Personal Care etc. In order to make them order products from new categories which they haven’t explored and ordered so far giving discounts on most commonly ordered products from each of the new categories would push users to checkout and order from these new categories |
Pitch/Content | Push Notification: Unlock 40% Off! 🌟 Discover New Categories This Weekend Only. Get 40% off on top products from categories you haven’t tried yet. Hurry, limited-time offer! WhatsApp Message: Hi [Name], ready to explore more with Zepto? This weekend, enjoy 40% off on the most popular items from new categories you haven’t ordered from yet! Expand your cart and save big. 🛒 Shop now and make the most of this limited-time offer! |
Channel of Distribution | WhatsApp, Push Notifications |
Offer | 40% off once on all most commonly ordered products in new categories user hasn’t placed order so far |
Frequency & Timing | Weekends |
Success Metrics | The average number of new categories from which power users make a purchase during the campaign period. The percentage of users who received the push notification or WhatsApp message and made a purchase from a new category. The number of orders placed by power users on weekends during the campaign compared to a baseline period. |
Campaign #5-Zepto Spin & Win
Goal Of Campaign | Encourage Zepto users to order more by giving variable rewards after each order through Spin Wheel(Casual→Core→Power) |
|---|---|
Type Of user | Casual, Core |
Hypothesis | An option to spin wheel and earn variable rewards after each order would create an element of excitement and aha moment. This would motivate users to order more and get variable rewards after each order |
Pitch/Content | 1)Push Notification Spin & Win Every Time You Order! 🎉 Place an order now and spin the wheel for exciting rewards! From free Coke to Rs 100 Zepto Cash, every order wins. 🛒 2)In-App Notification After every order, spin the Zepto Wheel and unlock amazing rewards like free chocolates, 20% off your next order, and more! Keep the excitement going with every order you place. 3)WhatsApp Message: Hi [Name], Your next Zepto order comes with a special twist! 🎁 Place an order, spin the wheel, and win awesome rewards like free Coke, Rs 100 Zepto Cash, or a 20% off coupon. Every order is a chance to win—are you ready to spin? Tap here to order now: [Link] |
Channel of Distribution | WhatsApp, Push Notifications, In App Notifications |
Offer | Variable rewards ranging from free coke on next order, zepto cash of Rs 100, 20% off coupon on next order, free chocolate on next order etc |
Frequency & Timing | Push Notification, In App Notifications-Once a day WhatsApp-Thrice a week Offer would be valid ever day |
Success Metrics | No. Of Orders placed in a week, % of increase of no. of orders by users using Spin & Wheel, No Of users using the reward received in Spin & Wheel in next order |
Retention
Retention Curve
The retention percentage of Zepto currently is 60% as per the data which I found through secondary research
In 2021 when Zepto started the retention was 78%, in 2022 and 2023 it was 50%. The retention percentage saw a 10% increase from 2023 to 2024 which is due to Zepto pass memberships
Zepto has Monthly Active users(MAU) of 16-17 Million
Which ICP’s drive the best Retention
The core and power users drive the best retention for Zepto
Core users: Core users average ordering frequency is 2-4 orders/week with an AOV of 400-600. They have Zepto pass membership and they use the app to order products from majority of categories
Power Users: Power users average ordering frequency of 5-12 orders/Week with an AOV of 100-200. They have Zepto pass membership and use the app to orders from majority of categories
Things common in both the users is they have Zepto pass and they love the 10 min delivery offered by Zepto
What channels drive the best retention?
- Organic: Zepto has good percentage of users coming back to app organically
- Social Media Campaigns-Posting content on Social media about new features, new products launched on Zepto, 10 minute delivery and offers would make people come back to order on the platform
- Referral Program-Encouraging existing users to refer friends with incentives, would boost retention by creating a community of users.
- Push Notifications-Sending personalised push notifications with offers based on users’ past behavior and preferences drives them to order more and retain on the platform
What sub-features or sub-products drive the best retention
- Zepto Pass
- Users who have Zepto pass tend to order from Zepto for all their grocery, Snacks, Fruits & Vegetables, House hold essentials etc as they unlimited free delivery on orders above Rs 99, Upto 20% extra off on orders above Rs 299 and extra 10% off on fruits and vegetables on orders above Rs 299 benefits which makes them retain on Zepto and order more
- Small Ordering Value
- Out of all the quick commerce platforms Zepto is the one which offers free delivery on minimum cart of Rs 99 compared to other platforms which makes users order more on zepto and retain on the platform
- Quick delivery
- The No. 1 reason Zepto users come back and retain on the platform is their incredibly quick delivery service under 10 minutes
- Better Pricing
- Zepto has good pricing on products and offer good discounts which makes people come back, order more and retain on the platform
Churn
Reasons for Churn
Voluntary Churn | In voluntary Churn |
High Price | Moved to location Zepto is not servicing |
Bad-quality products delivered | Death/Major illness |
Delivery delays | Lost purchasing capacity/Job |
UX is getting cluttered | |
Unavailability of required products | |
Bad support experience | |
Competitor app has better offers and prices | |
Negative Actions
- High cart abondment-Users regularly adding products to cart but not ordering and abandoning the cart implied they are moving to competitor platform to fulfill their needs
- Low NPS-Low NPS implies they are dissatisfied with Zepto’s services
- Active Zepto Pass customer not renewing Zepto Pass-This implies they are not finding value out of Zepto services and proposition of Zepto Pass
- Decrease in order frequency of user-Low activity implies less interest and intent by users
- Reviewal of all saved address-This implies that there is something wrong which happened which led to user removing address and churning out
- Removal of all saved card details-This implies that user is no longer interested in ordering products from Zepto and has churned out
- Increase in support tickets raised in last 30 days-Continuous increase in support tickets indicates bad customer experience and high number of issues reported with Zepto
- Muting push/WhatsApp notifications: Muting notifications implies that the user is not interested in knowing about the offers and campaigns which shows his interest is lost from the app.
- App uninstalled: The user no longer needs Zepto’s service and doesn’t want to shop on Zepto.
Resurrection Campaigns
Campaign #1-Bring back churned users due to High Prices
Goal Of Campaign | Bring back Zepto users who churned from Zepto due to high prices and moved to other platforms onto Zepto platform and make them order |
|---|---|
Type Of user | Users who churned from Zepto due to high prices |
Hypothesis | Sending this message to people who churned due to high prices would make them come back and order due to discounts being order and the personalised message which we’re sending |
Pitch/Content | 1)Push Notification We Miss You! Special Discounts Await 🛒 Prices too high? We’ve fixed that! Enjoy 20% OFF on your next 3 orders on Zepto. Tap to claim your offer! 2)WhatsApp Message Hi [User Name], we miss you at Zepto! 🛒 We’ve heard you—prices got high, and you found other options. But guess what? We’re back with better deals just for you! 🎉 Enjoy 20% OFF on your next 3 orders and explore new lower prices across all categories. Plus, get free delivery on your next order! Come back today and see the difference. Click here to redeem your offer: [Link] Your favorite products, now more affordable. 💚 3)SMS Message Hi [User Name], Zepto missed you! 😔 Prices got high, but we’ve made things better. Get 20% OFF on your next 3 orders + FREE delivery! Shop now: [Link] 💚 |
Channel of Distribution | WhatsApp, Push Notifications, SMS |
Offer | Get 20% off on next 3 orders plus free delivery |
Frequency & Timing | Every 30 days for 3 months |
Success Metrics | No Of Users who have installed Zepto app after sending this, No. of users who placed order on Zepto app after sending this, No. Of orders placed by users to whom this campaign is sent |
Campaign #2-Bring back churned users due to High Delivery times
Goal Of Campaign | Bring back Zepto users who churned from Zepto due to high delivery times and have expressed this dissatisfaction through post order ratings |
|---|---|
Type Of user | Users who churned from Zepto due to high delivery time |
Hypothesis | This campaign would help dissatisfied users who experienced high delivery times to come back and order as we are going to give them discount and also guarantee on time delivery and compensate them if we don’t deliver our promise |
Pitch/Content | 1)WhatsApp Hi [User Name], we’re committed to delivering faster and better! We’ve heard your concerns and improved our delivery times. Now, we guarantee your order will arrive on time, or you’ll get ₹50 as Zepto Cash. Plus, enjoy a 20% discount on your next order! Order now and experience the new, faster Zepto service! Looking forward to serving you again, Team Zepto 🚀 2)Push Notification 20% Off & Delivery Guaranteed, [User Name]! Order now with code ZEPTOSPEED20 & get ₹50 Zepto Cash if we’re late. We’re faster and better! 3)SMS Hi [User Name], Zepto is faster now! Get 20% off with code ZEPTOSPEED20 + ₹50 Zepto Cash if we don’t deliver on time. Guaranteed! |
Channel of Distribution | WhatsApp, Push Notifications, SMS |
Offer | Get 20% off on order If Order doesn’t get delivered under 10 min then 50Rs Zepto Cash |
Frequency & Timing | This would be sent to user every 10 days once until user comes back and places an order |
Success Metrics | No. Of users who come back and place an order post sending the campaign, No. Of users who make use of the coupon while ordering |
Campaign #3-Bring back churned users due to Bad quality products
Goal Of Campaign | Bring back Zepto users who churned from Zepto due to bad quality grocery and other products and have expressed their dissatisfaction through post order ratings |
|---|---|
Type Of user | Users who churned from Zepto due to bad quality products |
Hypothesis | This campaign would help dissatisfied users who received bad quality grocery and products to come back and order as we are going to give them discount and also guarantee on good quality grocery and compensate them if we don’t deliver our promise |
Pitch/Content | 1)WhatsApp Hi [User Name]! We’re sorry to hear about your past experience with our products. We value your satisfaction and want to make it right! 🎯 👉 Get 20% off on your next order with Zepto. 👉 Plus, we’re offering a full refund if you’re not satisfied with the quality. Use code: QUALITY20 at checkout. [ORDER NOW] – We guarantee you’ll love the freshness! Team Zepto 2)Push Notification We Miss You! 💚 Get 20% off + Satisfaction Guaranteed! Your next Zepto order is on us if you’re not happy with the quality. 3)SMS Hi [User Name], we apologize for your past experience. Enjoy 20% off on your next Zepto order + a full refund if you’re not satisfied with the quality. Use code QUALITY20 at checkout. [Order Now] |
Channel of Distribution | WhatsApp, Push Notifications, SMS |
Offer | Offer: 20% off on their next order. Guarantee: If the product quality is not satisfactory, we will offer a full refund, no questions asked. |
Frequency & Timing | This would be sent to user every 10 days once until user comes back and places an order |
Success Metrics | No. Of users who come back on Zepto post sending this, No. Of users who place an order, No. Of users who use the 20% off coupon, No. Of users who don’t ask for any refund after ordering |
Campaign #4-Retain Users abandoning cart
Goal Of Campaign | Make users who are frequently abandoning cart to make them retain and order from Zepto |
|---|---|
Type Of user | Users who are showing early signs of churn by adding products to cart regularly but are not placing the order and are abandoning cart |
Hypothesis | By identifying users who are frequently abandoning orders after adding to cart and sending a personalised message and offer for the products they have added to cart, we can make them retain on platform and make them order |
Pitch/Content | 1)WhatsApp 👋 Hey [User Name], we noticed you were eyeing some products but didn’t complete your purchase. To help you out, here’s an exclusive offer just for you! Get 15% off on your cart when you complete your order today. Use code: CART15. Your cart is waiting! 🛒 [Shop Now] 2)Push Notification Complete Your Purchase & Save 15%! [User Name], your cart is waiting! Complete your order now and get 15% off. Don’t let these items slip away! Use code: CART15. [Tap to Checkout] 3)SMS Hi [User Name], looks like you’ve got some great items waiting for you! Complete your order now and enjoy an extra 15% off on your cart. Don’t miss out, your items won’t last long! Use code: CART15 [Shop Now] |
Channel of Distribution | WhatsApp, Push Notifications, SMS |
Offer | 15% off on their order. |
Frequency & Timing | Within 1 day of adding products to cart and abandoning |
Success Metrics | No. Of users who come back to platform after seeing this message, No. Of users who add the products back to cart and place an order, No of Users who use the 15% off discount coupon |
Campaign #5-Retain Zepto Pass Subscribers
Goal Of Campaign | Bring back Zepto Pass subscribers who have churned out and make them order on the platform |
|---|---|
Type Of user | Users who were previously Zepto Pass subscribers but have not have renewed Zepto pass subscription and have stopped placing orders on Zepto |
Hypothesis | By identifying users who were previously Zepto pass subscribers and now have churned out and giving them 1 month Zepto pass at Just 1 Rs and 10% of next order would make them come back and order on the platform |
Pitch/Content | 1)WhatsApp Hey [Name], we miss you at Zepto! We’ve got something special just for you. Renew your Zepto Pass for 1 month at just ₹1 and enjoy 10% off on your next order! 🎉 Hurry, this offer is exclusive for our valued ex-members. Come back to enjoy lightning-fast deliveries and fresh groceries at unbeatable prices. 👉 Renew Now Looking forward to serving you again! 😊 2)Push Notification Miss Zepto? We’re back with an offer you can’t resist! Get 1 month of Zepto Pass for just ₹1 + 10% off your next order. Come back and enjoy the benefits you loved! 3)SMS [Name], Zepto misses you! Reactivate your Zepto Pass for 1 month at just ₹1 and get 10% off on your next order. Don’t miss out on this exclusive offer! Renew Now |
Channel of Distribution | WhatsApp, Push Notifications, SMS |
Offer | Zepto Pass at 1Rs and get 10% off on next order |
Frequency & Timing | If users don’t renew Zepto pass within 1 week of expiry of Zepto Pass |
Success Metrics | No. Of users who renew Zepto Pass after getting this message, No. Of users who place an order after seeing this message, No. Of users who use 10% off coupon |
Brand focused courses
Great brands aren't built on clicks. They're built on trust. Craft narratives that resonate, campaigns that stand out, and brands that last.
All courses
Master every lever of growth — from acquisition to retention, data to events. Pick a course, go deep, and apply it to your business right away.
Explore foundations by GrowthX
Built by Leaders From Amazon, CRED, Zepto, Hindustan Unilever, Flipkart, paytm & more
Crack a new job or a promotion with the Career Centre
Designed for mid-senior & leadership roles across growth, product, marketing, strategy & business
Learning Resources
Browse 500+ case studies, articles & resources the learning resources that you won't find on the internet.
Patience—you’re about to be impressed.