Engagement & Retention project | BookMyShow

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Engagement & Retention project | BookMyShow

About the product

The Core Value Proposition of BMS

Let's take a look at what BMS highlights as its core value prop on its website and social channels. 👇🏽

This brings us to our CVP: BookMyShow provides a seamless, convenient, and comprehensive solution for users to discover, book, and enjoy entertainment experiences.

How do current users experience the core value prop, repeatedly?

There are multiple ways in which a user, in their user journey, experience facets of the value prop, some of which are highlighted here:

The hook value offered by BMS is film bookings. All cinemas in most cities in India are listed on BMS - the bookings can be made anytime, users can select their seats, and availability is updated real time. Film bookings are made extremely convenient and hassle-free.
Wide range of options of experiences to choose from: from films and comedy events to music shows, adventure activities and everything in between. There's something for everyone.
Ease of sharing with friends and family, and making 'plans' that actually workout.
The right kinds of credit and debit card partnerships and vouchers that give enticing offers and discounts to users. [A couple of credit cards give BMS users a 1 + 1 ticket deal on cinema tickets]
Add-On services that add to the experiences like pre-ordering F&B as well as gift cards and vouchers.
User Reviews and Ratings that allows users to read and submit reviews, helping others make informed decisions about events, films, venues, etc.
BMS also has a loyalty program which gives frequent users additional value, along with also having a credit card for BMS members with exclusive offers.

What does the natural frequency of BMS look like?

*When talking about BMS, we're only looking at their core product which is event tickets booking.

	Casual User	Core User	Power User
Usage/Monthly	Once every 2 months	Once every month	2-3 times a month (or more)
LTV (frequency/month * AOV * retention )	LTV: 1800 Rs AOV: < 300 Rs	LTV: 8100 Rs, AOV: 400 - 500 Rs	LTV: 36,000 Rs, AOV: 1200 Rs
Top Features	Movie bookings mostly	Event Bookings (sometimes film buffs, sometimes other events)	Event bookings, F&B Pre Order, Redeem 1+1 with cards
Top competitors used		PayTm Insider	Insider, Skillbox, Zomato Events

Other sub products and sub features of BMS and their natural frequency

Besides event bookings that span across genres and sectors, Book My Show also has a membership called BMS Club priced at Rs. 130 for 45 days. However, most ICPs did not know about it:

Forms response chart. Question title: Do you have a BookMyShow Club Membership?. Number of responses: 43 responses.

Most people also didn't know about BMS's Play Credit Card, which users can apply for online itself:

Forms response chart. Question title: Do you own BMS's Play Credit Card? . Number of responses: 43 responses.

This lack of use of these sub products and features can be attributed to either a lack of a push from BMS and a lack of awareness on socials and in-app.

However, when it came to add-on services like F&B ordering or even partnerships with other credit cards, users aren't just aware but very active users of it.

Forms response chart. Question title: Have you used any of the following features of BMS? . Number of responses: 43 responses.

Forms response chart. Question title: Do you own a credit card that gives you offers on BMS bookings? . Number of responses: 43 responses.

What action makes a user an active user?

Users that complete a booking to an event is an active user. To go a bit deeper, this action needs to be completed atleast once every 1.5 months to be considered an active user.

This is the metric chosen, because BMS's loyalty program requires a user to have created 10 bookings in a year, equalling to 0.8 bookings a month. Considering this is their program to reward more active users (or core), we can assume a slightly lower booking rate to be considered an active user.

User Segmentation of BMS

Before we dive into segmenting of users, here are some interesting insights into who is actually using the platform!

Onto segmenting basis casual, core and power users [a recap]

	Casual User	Core User	Power User
Usage/Monthly	Once every 2 months	1-2 times a month	2-3 times a month (or more)
LTV (frequency/month * AOV * retention )	LTV: 1800 Rs AOV: < 300 Rs	LTV: 8100 Rs, AOV: 400 - 500 Rs	LTV: 36,000 Rs, AOV: 1200 Rs
Top Features	Movie bookings mostly	Event Bookings (sometimes film buffs, sometimes other events)	Event bookings, F&B Pre Order, Redeem 1+1 with cards
Top competitors used		PayTm Insider	Insider, Skillbox, Zomato Events
Price Sensitivity	High	Medium	Low

ICP - based segmentation

	The Social Butterfly 🦋 (Power)	The Experience Enjoyer 🐝 (core)	The hustler 🛌 (casual)
Consumer Speak	I generally book tickets for most of my friends since I have credit and debit cards with 1+1 offers on BMS. I generally go out in groups - whether it's food festivals, movies or gigs.	My core use of BMS is to go for a movie night with my partner! We've started using other apps to find plays and music gigs.	Last year, I'd made a pact with myself that I'd go for atleast 1 film per month. And I have been! This year, however.. work has been hectic, I'm working on a project of my own and there's just no time for fun.
Name	Tara	Saurabh	Deepak
Age	32	26 - 30	24 years
Gender	Female	Female	Male
City	Delhi	Bangalore	Bangalore
Relationship Status	Married	Married	Single
Kids	Yes	1 kid	No
No. of members in family	2	2	Lives with flatmates
Occupation	Consultant	Works in IT	Marketer at a startup
Income Bracket	15-20 l.p.a	16 - 25 l.p.a	6 - 15 l.p.a
Lifestyle
How they spend time outside work	Gym, cooking, reading books, going for experiences	Shopping at malls, travel experiences, watch content, yoga when possible	Gym, travelling
Most used apps	Social media apps, Food Delivery, Cab booking, Event Booking apps, NYT games, Cult Fit	Social Media, Shopping, Food Delivery, Travel booking, Cab booking, OTT platforms	Social media, Food delivery, Cab booking
Engagement
How often do they use BMS?	2-3 times a month	1-2 times a month	Once every month
Types of events they book tickets for	Movies, Plays, Music events, Comedy Shows, Food events	Mostly movies. Sometimes comedy shows, plays, events for kids or music events	Mostly movies. Very rarely try other events like cycling or comedy shows.
Credit/debit card with BMS offers	Yes!	Yes!	No
Competition used	PayTm Insider	PayTm Insider (for music events mostly)	PayTM Insider, Skillboxes, Zomato Events
Do they have a BMS Club membership?	No	No	No
Do they have the BMS credit card?	No	No	No
Other features of BMS used	F&B pre-ordering,	stream events online	No
Reasons they like BMS	Go-to for films, familiarity with the platform, the 1+1 offer on the cc, convenience of availability	Very familiar with the UI of BMS and don't know where else to go for booking movie tickets!	When I'm in the mood to wind down, I use BMS to go watch a flick!
Who do they usually go with?	Friends and partner	Partner	Friends or dates
Amount spent every booking	1500	500	300
Price Sensitivity	Low	Medium	High

Key Insights from User Interviews

These insights will be applied to engagement campaigns and you'll see how!

Going for events with friends, and booking for them is a very important tell of a power user; it keeps the frequency of bookings very high.
A lot of people have started shifting away from theatres and watching films from the comfort of their own homes on OTT platforms.
A lot of college students are seasonal power users - particularly during longer summer and winter breaks. However, since it's either their parents paying, out of their pocket money and seasonal, their AOVs are low and I wouldn't consider them a power user just yet.
A lot of homemakers or mothers on career breaks use BMS to find events for their kids.

Key user actions

Key actions done on Book My Show which signify various levels of user engagement are:

Complete ticket booking
Leverage search
Use filters to find relevant events
Visit/click curated genres of events
Browse multiple different categories
Save card details
Link wallets & UPI addresses
Use loyalty program - BMS Superstar
Clicking on sales/discounts
Using add - on services like F&B pre - ordering or mini events like online streams
Contacting customer support

Engagement Framework & Campaigns

Engagement Framework	Key Tracking Metric	Selected	Rationale
Frequency	No. of times BMS is used for event bookings for entertainment needs [including all sub categories of events]	✅	The more events a user discovers, the greater their retention
Depth	The amount of money spent on every event purchase made.	✅	The more tickets booked, the greater the AOV
Breadth	No. of sub features and products used.

Engagement

Framework

Key Tracking Metric

Selected

Rationale

Frequency

No. of times BMS is used for event bookings

for entertainment needs [including all sub categories

of events]

✅

The more events a user discovers, the greater their retention

Depth

The amount of money spent on every event

purchase made.

✅

The more tickets booked, the greater the AOV

Breadth

No. of sub features and products used.

The key engagement framework we'll be using for BMS is Frequency since it allows the user to experience the core value prop in the best possible way.

However, the priority of the framework is as follows:

Frequency > Depth > Breadth

Engagement Campaigns

Campaign 1

User Segment	Casual Frequency
ICP Match	ICP 3. Deepak - The Hustler
Major Pain Points	A lack of time A lot of work.
How BMS solves pain point with CVP	A variety of events made to have fun, to take a break.
Goal	Increase frequency of event bookings from once every 3-4 months to once every month; convert to power user.
Pitch	Hey there 🎉 We know life can get super busy, but it's important to treat yourself once in a while! 🍿🎬 Work isn't everything, right? 😉 To make your next night out even more special, here's a ₹100 cashback coupon just for you! 💸 😱 Use it to pamper yourself with any event of your choice. Coupon Code: TREATYOURSELF100 Go on, book now and have an amazing time! 🌟 [Book Now Button] Cheers to more fun evenings! 🥂 Your friends at BookMyShow ——————————————— Follow-up messages: ‘Your exclusive offer is waiting’ messaging at D2 ‘Your exclusive offer is expiring’ messaging at D5
Channels	SMS, WhatsApp, App - Notification, Email. [The above is a WA message, but the messaging would be refined for other channels]
Offer	Get Rs. 100 cash back in their BMS wallet.
Why this campaign	Users in this segment aren't frequent BMS users due to hectic schedules and deprioritisation of entertainment and leisure. The messaging caters to this & pushes the user to action. They're also very likely on the brink of becoming 'at-risk' users. This user is also a little price sensitive and a carrot/coupon would work. The offer is, however, a cashback in their BMS wallet - ensuring that they come back after their first event booking.
Frequency	Once every 2 months, with 3 communication phases - D0, D2 and D5. Campaign run time: 6 months.
Timing	7-10 p.m.
Success metrics	- No. of coupon codes redeemed - Coupon code redemption rate - Wallet cashback redemption rate
Ramp Up Milestones	CTR of campaign, frequency of bookings by users over 6 months.

Campaign 2

User Segment	Core Depth
ICP Match	ICP 2
Major Pain Points	Isn't able to catch up with friends and family as often.
How BMS solves pain point with CVP	A variety of events under all categories, that are fun and family-friendly.
Goal	Increase their average order value by 30 - 40%
Pitch	Hey [User's Name]! 🌟 Just a little nudge to remind you: the best moments are the ones shared! 💖 Time is precious, so why not make plans with friends and family? And activities make it sooo much easier! 🎬🎭🎤 If you book over 4 tickets for any event, you'll get a flat 10% off! 🎟️✨ Coupon Code: PLANWITH10 [Book Now Button] Cheers to more amazing plans, Your friends at BookMyShow ❤️ ** this coupon would only be applicable on events with tickets with a price above 300 rs. - - - - Follow-up message: ‘Your exclusive offer is waiting’ messaging at D5
Channels	Instagram and FB Ads, WhatsApp and SMS
Offer	Get 10% off on bookings for 4 tickets and above (each more than 300 Rs)
Why this campaign	As people get older and life happens, keeping in touch with friends gets harder unless effort is put in. This campaign nudges people to make bookings with friends, and have more people join in.
Frequency	One - time campaign, with 2 communication phases - one at D0, one at D5.
Timing	4-6 p.m
Success metrics	- No. of coupon codes redeemed - Coupon code redemption rate - No. of tickets booked per order
Ramp Up Milestones	CTR, Clicks on share button on curated events rate

Campaign 3

User Segment	Casual + Core Frequency
ICP Match	All
Major Pain Points	Is price - sensitive, unsure of how much to spend on experiences
How BMS solves pain point with CVP	BMS has a membership called BMS Club, with a minimal joining fee that unlocks discounts across all event bookings.
Goal	Introduce users to BMS Club benefits; encourage trial at minimal cost.
Pitch	Unlock More Fun with BMS Club! 🎉 Try 1 month for just ₹99 and enjoy a 10% discount on all bookings! 🎟️✨ Get the full BMS experience and make every outing special! 🌟 [Join Now Button] - - Follow up messages: ‘Your membership trial is waiting’ messaging at D20 'Savings with BMS Club are waiting' messaging at D40
Channels	App notification, WhatsApp Message, Email, Social Media, Meta Ads
Offer	30 day trial for INR 49 All current BMS Club benefits
Why this campaign	One of BMS's subproducts is BMS Club but has low awareness + adoption. The aim is to get casual users to understand the cost benefits as they're the most price sensitive, and get core users to turn into power users by using the benefits to book more events. This comes at no cost for BMS.
Frequency	Every 2 months for 6 months, with 3 communication phases - D0, D20, D40.
Timing	8-9 p.m
Success metrics	No. of trials started Conversion to full time subscription Increase in event booking frequency
Ramp Up Milestones	CTR

Campaign 4

User Segment	Casual + Core Frequency
ICP Match	ICP 3. Deepak - The Hustler.
User behaviour	Doesn't go out as often. When he goes out, he tends to use BMS only to book tickets for films. Hasn't explored enough of the offering.
BMS' CVP at play	BMS has a lot of categories of events, besides just movies.
Goal	Increase the variety of categories users book tickets for.
Pitch	Hey [User's Name]! 🌟 We know you're a movie buff (& we love that!) but your city is also buzzing with amazing events from live concerts and theater to comedy nights and sports screenings! 🎭🎤⚽ We’ve curated a special list of exciting events just for you. And guess what? Book from this list and and we'll give you a 1+1 on any event you book next! 🎟️✨ Coupon Code: 1FREETICKET Check them out here: [Explore Now Button] Why stick to the usual when there's so much fun waiting to be discovered? Your next adventure awaits! 🌟 Cheers to doing somethings new, Your friends at BookMyShow ❤️
Channels	WhatsApp, In - App notification
Offer	Book an event from the 'curated for you' section and get a 1+1 on your next booking.
Why this campaign	BMS's biggest crowd-puller is their monopoly on movie ticket bookings. That's what a lot of casual and even core users come to BMS for, and use competing apps for other kinds of events. This campaign nudges them to go to curated events in their city and explore. It can eventually lead to them booking, and also in-turn increasing the frequency with which they use BMS to book events.
Frequency	Monthly, for 6 months.
Timing	7-8 p.m
Success metrics	New subcategories tickets booked from No. of coupon codes redeemed Coupon code redemption rate Increase in booking frequency over 6 months
Ramp Up Milestones	CTR Time spent on explore page

Campaign 5

User Segment	All Breadth
ICP Match	Particularly Casual and Core, ICP 3
User Behaviour	Makes quick bookings, is price sensitive and doesn't think twice about F&B - thinks they'll order once they get to the theatre.
BMS' CVP at play	F&B as an add-on service is lucrative for users compared to ordering in-person. It's quick, easy, cost - effective AND you don't have to stand in a queue.
Goal	Increase adoption of F&B pre-ordering by 30%.
Pitch	Hey [User's Name]! 🍿 Great choice on booking your movie! 🎬 Want to make your experience even better? Pre-order your snacks and drinks! 🚀 💸 Save Money: Enjoy special pre-order prices! 💸 🚀 Skip the Queue: No more waiting in line. 🚀 📲 Super Easy: Just a few taps and you’re done! 📲 On pre-ordering F&B worth Rs 300 or more, get Rs. 100 right in your BMS wallet for your next movie with us. Savor the convenience served right to your seat: [Pre-Order Now Button] See you at the movies! Your friends at BookMyShow ❤️
Channels	In - App Notifications, WhatsApp message, Email
Offer	Pre - order F&B above 300 Rs and get 100 Rs in your BMS wallet.
Why this campaign	This campaign should run because it enhances the user experience by saving customers time and money, making their movie outings more enjoyable. Additionally, it drives higher sales for concessions, boosting overall AOV for BookMyShow.
Frequency	For 6 months, on every movie ticket booked till a user doesn't make their first Pre - Order booking.
Timing	30 mins post movie ticket booking
Success Metrics	No. of coupon codes redeemed Coupon code redemption rate Post 1st booking, repeat of F&B pre - ordering
Ramp up metrics	CTR

Campaign 6

User Segment	Power Frequency
ICP Match	ICP 1
Goal	Increase frequency via having them join BMS Club
Pitch/Content	Hey [User's Name]! 🌟 Great news for our loyal fans like you! Introducing the BMS Play Credit Card, where you earn rewards on not just events, but also on travel. Enjoy exclusive offers with no joining fee! 🎟️✈️ Learn more and apply today: [Apply Now Button] Cheers, Your friends at BookMyShow
Channels	WhatsApp, Push Notification
Offers	Fast tracked access to BMS Play Credit Card
Frequency	Twice, with 2 follow up comms.
Timing	8-9 p.m
Success Metrics	Credit Card Applications Redemption of offers on credit cards

Retention

Book My Show's Retention Rate

The scale of BMS is massive at Rs 1,026 Cr and with the amount of competition cropping up post pandemic, this retention rate is likely to have dropped
While the exact data is difficult to derive, entertainment platforms that are non streaming have a standard retention rate of ~27.5%.

Which ICP's drive the best retention?

The core and power users of BMS drive maximum retention, for the following reasons:

	Core users	Power Users
User characteristics:	Consistent frequency (avg 1-1.5 times/month) Average AOV (400-500 Rs) Avg. monthly spend of 675 Rs	Extremely high frequency (avg 3-4 times/month) High AOV (1000 - 1500 Rs) Avg. monthly spend of 4,375 Rs
Behaviour with the product	Most core users tend to use BMS only for particular types of events. They do switch easily if they can't find events of their liking on BMS.	Power users are brand loyalists and BMS is top of mind for them when it comes to event bookings and discovery. They're often the ones that find events, make plans with friends and book tickets.
	Retention is high because there's atleast one subcategory of events they keep coming back to BMS for. This stickiness towards certain sub-products is what keeps them coming back on a monthly basis - that's the driver of retention.	Retention is high because the power users are fairly exploratory in nature. They have many interests, and many people they want to go out for experiences with. This stickiness towards the variety of experiences offered is what keeps them retained on almost a weekly - basis.

Core users

Power Users

User characteristics:

Consistent frequency (avg 1-1.5 times/month)
Average AOV (400-500 Rs)
Avg. monthly spend of 675 Rs

Extremely high frequency (avg 3-4 times/month)
High AOV (1000 - 1500 Rs)
Avg. monthly spend of 4,375 Rs

Behaviour with the product

Most core users tend to use BMS only for

particular types of events. They do switch

easily if they can't find events of their liking

on BMS.

Power users are brand loyalists and BMS is top of mind

for them when it comes to event bookings and discovery.
They're often the ones that find events, make plans with

friends and book tickets.

Retention is high because there's atleast one

subcategory of events they keep coming back

to BMS for.

This stickiness towards certain sub-products

is what keeps them coming back on a monthly
basis - that's the driver of retention.

Retention is high because the power users are fairly

exploratory in nature. They have many interests, and many

people they want to go out for experiences with.

This stickiness towards the variety of experiences offered is

what keeps them retained on almost a weekly - basis.

Acquisition channels that drive retained users

Organic and Direct: Most users interviewed booked tickets to events directly through the website or the app. When it came to films, most of them knew what they wanted to watch -> quick and easy checkout, but when it came to discovery of events, they would spend a lot more time browsing.

Another thing to note is that most users didn't find highly relevant events sent to them via BMS communication, but the communication acted as a nudge for them to go check out what's happening in the city.
Social Media: Some users would often come across ticketing links via venues, artists and curators they follow on Facebook and Instagram. The ticketing links would often redirect to BMS, as they're an exclusive partner.
Word of Mouth: If there's a cool event happening, we saw users like Tara sending the links out to multiple friends who share the same interest as them, leading to some more organic traffic.

This is also validated by a secondary source of marketing channels driving highest distribution:

Sub-features and sub-products that drive retention

Sub Product / Sub Feature	Retention Impact	Comment
Movie ticket bookings	High	BMS is the top - of - mind platform for movie ticket bookings. Most users first started using BMS for this, and they remain the most used platform for this - across India.
Diverse categories of events	High	Besides movies, BMS has events across food, sports, music and adventure - to name a few. There's something for everyone.
Ease of booking	High	Not needing to visit a theatre, go to a box office, and standing in queues is one of the biggest reasons users keep coming back to BMS.
Offers on certain cards	High	While BMS doesn't have as many coupons, they do have a lot of partnerships with credit and debit cards. This leads to fairly high retention. The 1+1 offer is at the back of mine of many users and that's oft what brings them back atleast on a monthly basis.
Exclusive events	High	BMS, being the leading ticketing platform hosts multiple exclusive events - some of them as large as IPL.
Search Filters & event tagging	High	It's very easy for users to search and discover events basis their needs. Filters from type of event, price range, date, location, by venue.
Payment/ Checkout Flow	High	Every payment option is available on BMS.
Loyalty Program	Medium	The loyalty program unlocks offers like 10% off on all event bookings and while this is enticing and brings back some users, a lot of them are just unaware.

Note: It's important to notice that BMS Club, Card aren't a part of this list because despite being made to increase retention and engagement, they have low awareness and adoption. Add-on services like pre-ordering F&B via BMS and VIP seating are additions to the user's experience at the time of the event, but aren't features that help retain them.

Defining churned for BMS

Definition: Churned users are users who were once active (have booked tickets in the past) but have not done so in 6 months.

Reasons for churn

Voluntary Reasons	Involuntary Reasons
Irrelevant Events	High service fees
Better events on other apps	Moved to another country
Lack of discounts/offers	Change in lifestyle (don't like going out anymore, had a baby)
Poor customer support	Lack of companions
Not available in the city currently in	Alternative entertainment like OTT
Poor event experiences
Poor UX
Negative experiences
Insufficient event information
Payment issues
Complicated booking process

Negative actions indicating a churned user

Muting push notifications and blocking WhatsApp messages: Indicates that the user isn't interested in receiving comms from BMS about ongoing offers, current events, etc.
App uninstalled: The user no longer needs BMS’s service and doesn’t want to find events via BMS.
Abandoned bookings: The user was browsing for events, found something, went all the way till seat bookings/checkout but then left. If this happens repeatedly, it's highly likely they're finding lesser value.
Reduced frequency of sessions and bookings: If the user has stopped coming to the app as often, it can mean that they have switched to competitor's apps or aren't experiencing the trigger to open the app as often.
Decrease in session time per visit: This means the user doesn’t like the events they're being presented and hence, don't want to spend more time on the app. In this case, the user can also be price-sensitive.
Rise in complaint tickets/emails: This indicates that the user has been having a bad experience either with BMS booking or want to report an event/venue.

Resurrection Campaigns

Campaign 1

User Segment	Negative action: seeing a dip in user's frequency of bookings Went from being a core user to a casual user, or power to casual Can be considered 'at - risk'
Goal	Increase their frequency of purchases to what it was.
Pitch/Content	We miss you! The last event you went to was [insert last event name] 💃🏽 Enjoy an exclusive discount of 15% on your next ticket booking with BMS! 🎟️ [Coupon Code: COMEBACK15] Discover the latest events around town Happy booking!
Offer	15% off on next event booking.
Channels	WhatsApp, SMS
Frequency & Timing	1 time with 3 communication phases. Thursdays, 7-9 p.m
Why this campaign	Decrease the friction of booking and reactivate the user by providing potentially price - sensitive customers an offer.
Success metrics	Coupon code redemption rate Increase in post purchase frequency for next two months

Campaign 2

User Segment	Negative action: Have been scrolling and spending time, but have abandoned bookings. These users must have not booked in 1.5 months. A reason could be the users being price - sensitive. Can be considered 'need attention'
Goal	Have the users complete their ticket bookings.
Pitch/Content	Don’t miss out! 🎟️ Complete your booking to [x event] now and get ₹75 off! Hurry, limited time offer! ⏳
Offer	75 Rs off on completing your booking
Channels	Push Notification, WhatsApp
Frequency & timing	Every time they abandon a booking from the select seat/ticket page or payment page
Why this campaign	These are users that are very close to making bookings but haven't done so in a while. Due to their price sensitivity, we offer them some flat Rs. off so as to reactivate them.
Success metric	Complete the event booking Frequency in the next 2 months

Campaign 3

User Segment	Negative action: have filed complaints regarding experience
Goal	Alleviate customer dissatisfaction, reduce negative reviews.
Pitch/Content	Hi [User's Name], Thank you for your feedback; we really value it and want to make it right. 🌟 As a token of our appreciation, we’d like to offer you a free 2-week trial membership to BMS Club! Enjoy 10% off on all bookings and make the most of your entertainment experiences. 🎟️✨ Activate your trial now and start saving: [Activate Membership Button] Lots of love, The BookMyShow Team ❤️
Offer	Trial membership to BMS Club which gives them 10% off on all events for 2 weeks.
Channels	Email, WhatsApp
Frequency and timing	Post a complaint, 1 day after resolution and closing of ticket.
Why this campaign	We don't want an at-risk user who has had a negative experience with BMS to go away. As a token of appreciation, we give them membership to an exclusive club for free which allows them to get 10% off.
Success Metrics	Trial activation rate Ticket bookings in the trial period Conversion to BMS Club

Campaign 4

User Segment	Negative action: Uninstalled BMS app Hasn't booked an event in more than 4 months. Churned user
Goal	Have the user re-experience the joy of events, make their first booking in a few months.
Pitch/Content	Hey [User's Name]! 🌟 Did you know there were over 500 amazing events in your city last month? 🎉 And we missed you at all of them! To welcome you back, we’ve got exclusive offers and events curated just for you: Flat 15% off and no platform fee on your next booking for non-film events! 🎭🎤 1+1 offer on movie tickets! 🍿🎬 Use code: BACKTOBMS to snag your discounts. Don’t miss out on the fun! Tap here to book now: [Book Now Button] See you soon! Your friends at BookMyShow ❤️
Offer	Flat 15% off and no platform fee on next booking for non-film events 1+1 on movie tickets.
Channels	Email, WhatsApp
Frequency and timing	Once, with 2 communication phases
Why this campaign	Since this is a severe step that users have taken, it's important to give them enough of an incentive to come back to the platform and it would have to be monetary.
Success Metrics	App reinstall Event booking (non - film) rate Event booking (film) rate Also track frequency over the next 3 months

Campaign 5

User Segment	Negative action: Decrease in session time per visit Hasn't booked events in more than 1.5 months and is spending lesser and lesser time with each visit.
Goal	Have the user spend more time on the app, browsing events.
Pitch/Content	Hey [User's Name]! 🌟 We've got something special for you! Based on your recent bookings and what’s buzzing in your city, we’ve curated a personalized list of upcoming events just for you! 🎉 Check events curated for you here: [View Events Button] Book with us, and get a 10% BMS wallet cashback. Your next adventure is just a click away. 🌟 Your friends at BookMyShow ❤️
Offer	10% BMS wallet cashback
Channels	WhatsApp, Push Notification
Frequency and timing	2 times, with 2 comm phases.
Why this campaign	Sometimes, personalisation is all it takes. BMS shows the same feed to every user but creating a personalised feed made for them with high relevancy, can reactivate users.
Success Metrics	CTR rate, Ticket booking rate