Casual

Core

Power

Natural Frequency of orders

(Frequency) per month

<4

4-8

8+

Average Order Value (Depth)

220

450

600

What product categories

they buy? (Breadth)

Grocery/ Snacks

Grocery/ Snacks,

Electronics, Beauty products,

Toys/ Kids product

Grocery/ Snacks, Gifting,

Pooja Products, Beauty products,

Stationary for kids/ work, Printing tickets

Where do they live?

Students,

Working professionals

living in suburbs

Mostly Working professionals

who live in the city

Mostly Working professionals

who live in medium and large communities/

apartments.

When was the last time you

used Blinkit?

2 Weeks ago

4 Days ago

1 Day ago

Preferred payment method

UPI

UPI

UPI

Why did you choose to order

on Blinkit?

Free delivery on products

worth 99 or 199 Rupees,

10 minute delivery

Convenience,

10 minute delivery

Availability of all kinds of products,

Convenience, 10 minute delivery

When do you use other

Instant grocery delivery apps?

Regularly

In new locations where

blinkit delivery takes

more than 10 minutes

When the store is not servicing

Average spend per month on

Blinkit(in Rupees)

<1000

1000-4000

>4000

​

ICP1

ICP2

ICP3

ICP4

ICP category name

Frugal Freshers

Peak Patrons

Steady Spenders

Occasional Orderers

Age

18-22

22-26

26-35

35-45

Gender

All

All

All

All

Income

None/ Pocket money/ stipend

8+ LPA

20+ LPA

30+ LPA

Relationship status

Unmarried

Unmarried or in relationships

Married or in relationships

Married with kids

Lives with

Friends/ Hostel

Mostly Friends

Mostly Alone/ Family

Family

Work Experience/

Employment

None/ Internship

Early in their career,

little or no experience

Solid experience,

Mid managers

Leaders

How do they spend time?

Mostly in college and

with family or friends

Mostly in office and friends

Mostly In Office, Partner/ Family

Mostly with family and Office.

City

Tier 1

Tier 1

Tier 1

Tier 1

Are they Tech savvy?

Yes

Yes

Yes

Yes

Entertainment apps

Disney+ Hostar, Amazon Prime,

Netflix

Disney+ Hostar, Zee5,

Amazon Prime

Disney+ Hostar, Zee5,

Amazon Prime, Netflix

Disney+ Hostar, Zee5,

Amazon Prime, Netflix, Tatasky

Social media apps

LinkedIn, Instagram, Facebook,

Twitter, Snapchat

LinkedIn, Twitter, Instagram,

Snapchat

LinkedIn, Instagram, Facebook

LinkedIn, Instagram, Facebook

E-commerce apps

BookMyShow, Amazon, Myntra,

Swiggy, Zomato, Zepto

BookMyShow, Amazon, Myntra,

Nykaa, Swiggy, Zomato, Zepto,

Urban Company

BookMyShow, Amazon, Myntra,

Nykaa, Swiggy, Zomato, Zepto,

Urban Company, PayTm, Instamart

BookMyShow, Amazon, Myntra,

Swiggy, Zomato, Zepto, Urban Company,

PayTm, Instamart

Where do they spend

money?

Food, rent, lifestyle,

fashion and commute

Cricket, Movies, Sports and Food.

Rent, travel, food, family,

lifestyle, fashion.

Loan EMI/Mutual funds/Savings,

Rent, food, lifestyle, fashion, shopping

What do they value more:

Time vs. Money

Money

Money

Money & Time

Time

Main Priorities In Life

Studies

Career

Entertainment

Relationships

Work

Relationships

Health

Education to get ahead in Career

Travel

Work

Family (Mainly children and spouse if any)

Health

Travel

Work

Family (Mainly children and spouse if any)

Health

Ability to spend

Low

High

Very High

Very High

Food/ Grocery/ Product consumption related

Food options?

Cook by themselves/ friends cooks

/ maid cooks/ Goes outside to eat

Goes outside to eat/ orders food online

/ Cook by themselves/ friend cooks/

maid cooks

Cook by themselves/ Partner cooks/

Goes outside to eat/ orders food

Cook by themselves/ Partner cooks/

orders food online

How were they purchasing

earlier to Blinkit?

Stocking from college canteen,

Local grocery store

Local Grocery Stores

Local Grocery, Super Markets

Super markets

How many meals you eat

at home in a day?

(Indians consume

3 meals per day)

2

1

2

3

Consumption of grocery/

dairy at home

Medium

Low

High

High

What products do you

order the most from Blinkit?

Grocery/ Snacks

Grocery/ Snacks, Electronics,

Beauty products, Pet products

Grocery/ Snacks, Electronics,

Beauty products, Toys/ Kids product

Grocery/ Snacks, Gifting, Pooja Products,

Beauty products, Stationary for kids/ work,

Printing tickets

Order Frequency

1 - 2 times a week

3 - 4 times a week

1 - 2 times a week

2 - 3 times a month

Average order value

250

400

500

800

Cost vs Convenience

Cost

Convenience

Convenience

Convenience

Time of Ordering

Evening/ Late Night

Early Morning/ Late Night

Early Morning/ Evening/ Late Night

Early Morning

Which situation do you

Order from Blinkit?

Hungry for snacks, late night cravings

No grocery to cook, some ingredients

are missing, extension cord/ charger is

missing, Need shampoo, Face wash or

moisturiser,

Didn't realise my pet's food is over.

I just saw a cooking video and want to try.

I am out of soap/ face cream.

I want to try a new beauty product my friend

recommended. Need stationary from my kid.

Need to buy some quality pooja product.

Unexpected guests at home.

I need to print out my Aadhar copy for

address verification. Need to gift my

partner for anniversery/ parents/ friends.

JBTD

Primary - To cover all my snacks

and stationary needs.

Secondary - To save money on

purchases with hot deals, To cover all my

gifting needs

Primary - To cover all my instant

purchase needs.

Secondary - To save fuel money on

frequent travel to various

stores.

Primary - To cover my grocery

and daily needs.

Secondary - To save time doing chores.

(time is money for this segment),

To avoid embarrassing conversation with

my partner/ family member on

my forgetfulness, To cover all my

gifting needs

Primary - To cover my missing grocery
or unexpected instant purchase
needs.
Secondary - To save on combos and
large orders, To avoid embarrassing conversation
with my partner/ family member on
my forgetfulness/ lack of focus, To cover all my
gifting needs

User type

Natural Frequency

Monthly Spent

Casual

< 4 times a month

Upto 1000

Core

4-8 times a month

Upto 4000

Power

8+ times a month

Upto 10000

Engagement

framework

Definition

Priority

Reasoning/ Assessment

Frequency

Number of times

an user orders

Primary

Would our customers still order from Blinkit if
we added restrictions on how often they can order?
The answer is no. Having a choice of
accessing Blinkit service as frequently as user desires
is where the highest perceived value exists.

Breadth

Number of products

available to user

Secondary

Would our customers still order from Blinkit if
we reduce the product range from 10,000+ items
to 5,000 items?
As long as the regularly used products and favourite
brands are available, users don't care much about
the total number of products. However, a larger selection
does provide a sense of comfort to users.

Depth

Monthly Revenue

contribution of a user

=( Frequency *

Money spent in a month)

-

Would our customers still order from Blinkit if we
asked them to double their spending for the same
quality service?
It's hard to for user to predict and commit his spendings.
Users will not appreciate if they start receiving different
quality of service from Blinkit, as it would affect
their perception of the core value proposition
– 10,000+ products delivered in under 10 minutes.

Potential Product hook

Description

Effectiveness

Hot Deals

Discounts or lowest prices

of products on the market

❌ Spammy after a certain point

Free Delivery

Free delivery for cart sizes

less than ₹199

❌ Not a significant incentive for

most users

Waiver of Extra Charges

Waiver of platform charges

or handling charges

❌ Not perceived as a significant

amount by users

Exclusive Products

Availability of exclusive

products before they are

available in the market

✅ Creates a sense of

exclusivity for being on blinkit.

We Have All You Need!!

Availability of at least one

product each in all missing

items in common household

situations

❌ May feel like spam if communicated

too frequently

Exclusive Discounts

Exclusive discounts on bulk

orders

❌ Requires significant time to pack bulk orders,

defeating the core value proposition of

delivery in 10 minutes

Surprise a User

Surprise orders of certain

amounts or categories

❌ Great value for users, but may not be a

surprise if communicated in advance via

engagement campaign

Lucky Winner Contests

Possibility of meeting a

celebrity or getting a free ticket

to exclusive events/games or

taking user trips abroad/in India

✅ Proven method to retain money conscious

and small ticket users. Can be used to improve cart sizes.

Example: Entry applicable for cart size of 299 rupees.

Blinkit Membership

Blinkit membership with

unlimited free deliveries

and discounts

❌ Users are tired of meaningless discounts

and little savings. When convenience is the

priority, discounts and cash backs are not so important to users

Product Hook Campaign 1 - Exclusive products only available on Blinkit

Context

Introducing an electrifying opportunity for users to access new and

exclusive products on Blinkit a day before they hit the shelves

elsewhere. Say goodbye to queues and delays with instant access in

just 10 minutes!

Goal

Drive excitement and retention by offering unparalleled early access to

cutting-edge products, exclusively available on Blinkit.

Target Segment

All users (especially Tech-savvy users)

Offer

Be the first to purchase new and upcoming products exclusively on

Blinkit, ensuring swift delivery right to your doorstep within minutes.

Campaign Pitch/

Content

Join Blinkit for a revolutionary launch experience! Get ready to

discover and own the latest products before anyone else, all from the

comfort of your home. No more waiting in lines—just instant satisfaction!

Channel

website, app notifications, social media

Frequency

Monthly exclusive launches

Time

Launch events start at 12 pm for a limited 24-hour access window

Success Metric

Increase in repeat purchases, user engagement metrics

, positive feedback/reviews showcasing excitement and satisfaction.

Product Hook Campaign 2 - ​Lucky Winner Contest

Context

Many users have Blinkit as a quick commerce option but don't use it

regularly for their needs. We aim to change that by engaging them with

our exciting Lucky 299 Contest!

Goal

Convert casual users into Core users with all their higher-value

purchases.

Target Segment

Casual users

Offer

Make a purchase of ₹299 or more on Blinkit to enter the contest and

stand a chance to win exciting prizes! Each user gets one entry only.

Winners will be selected through a lucky draw after 30 days from the

campaign launch.

Lucky Winner will get an exclusive Taylor swift concert ticket!!

Campaign Pitch/

Content

Elevate your Blinkit experience with our Lucky 299 Contest! Simply shop

for ₹299 or more to participate and potentially win a ticket to

Taylor swift concert. It’s your chance to turn every purchase into an

opportunity for thrilling rewards!

Channel

App notifications, email newsletters, social media

Frequency

Monthly contests to maintain excitement and engagement

Time

Contest launches coincide with paydays and weekends for maximum

participation and excitement.

Success Metric

Increase in the number of repeat purchases from casual users,

growth in average order value (AOV),

heightened engagement metrics such as contest entries,

user interactions during the campaign period

Engagement Campaign 1 - Housefull sale

Context

Salaried employees often budget and purchase their groceries for the

month in the first week of the month. Often planned purchasers live with

the family and have kids.

Though the cart size depends upon the number of family members,

its often large when compare to average order value on Blinkit.

Goal

Get user to make the budgeted/ planned grocery purchase in the first

week of the month. Motivate the user with special discounts exist only on

the first week, creating a sense of urgency to make the purchase, thus

creating a habit.

Target Segment

ICP segment - Occasional orderers

Offer

Get discount upto 60% on selected products with Housefull sale.

Offer applicable until 7th of the month.

Campaign Pitch/

Content

Kickstart your month with Blinkit's Housefull Sale!

Enjoy up to 60% off on selected products exclusively for the first week

of every month. Stock up on all your family’s favorite groceries and

essentials at unbeatable prices. Don't miss out – these deals are only

available until the 7th of the month! Shop now and save big!

Channel

Email: Personalised emails to existing and potential customers.

Push Notifications: Timely reminders and updates through the Blinkit app.

In-App Banners: Promotional banners within the Blinkit app.

SMS: Text message alerts for quick updates and reminders.

Frequency

Pre-Sale Announcement: 3 days before the start of the month

(e.g., 28th-30th of the previous month).

Daily Reminders: Each day from the 1st to the 7th of the month.

Mid-Week Push: Extra reminders on the 4th and 5th to drive urgency.

Last Day Alert: Multiple reminders on the 7th to capture last-minute

shoppers.

Time

Pre-Sale Announcement: Morning (8 AM) to capture attention before the

end of the month.

Daily Reminders: Morning (8 AM), Afternoon (12 PM), and

Evening (6 PM) to catch users at various times of their day.

Mid-Week Push: Morning (8 AM) and Evening (6 PM).

Last Day Alert: Morning (8 AM), Afternoon (12 PM), and Evening (6 PM).

Success Metric

Sales Volume: Increase in the number of orders placed during the first

week of the month.

Average Order Value (AOV): Increase in the average order value during

the campaign period.

Customer Retention Rate: Percentage of occasional orderers making

repeat purchases in subsequent months.

Conversion Rate: Percentage of recipients who responded to the

campaign by making a purchase.

Engagement Rate: Open rates, click-through rates.

Engagement Campaign 2 - Festival oriented campaign

Context

Holi, the festival of colors, is just a week away!

Celebrated nationwide, everyone looks forward to splashing vibrant

colors (preferably organic), using fun accessories for the festivities

and enjoying delicious food and sweets with loved ones.

Goal

Raise awareness about the upcoming Holi festival and provide users with

convenient options to purchase their essentials either the day before or

on the day of Holi.

Target Segment

All Blinkit users

Offer

Get organic colors and accessories to celebrate Holi at special

discounted prices, available only on Blinkit.

Campaign Pitch/

Content

Get ready to celebrate Holi with Blinkit! Enjoy exclusive discounts on

organic colors, festive accessories and delicious sweets.

Whether you're prepping early or need last-minute essentials,

Blinkit has you covered with instant delivery.

Make your Holi vibrant, safe, and memorable – shop now and save!

Channel

Email: Send Holi-themed emails to all users.

Push Notifications: Send timely alerts and reminders through the Blinkit app.

Social Media: Share engaging posts and ads on platforms like Facebook,

Instagram, and Twitter.

In-App Banners: Display eye-catching banners within the Blinkit app.

SMS: Send quick text messages to notify users of the special offers.

Website Banners: Place prominent banners on the Blinkit website.

Frequency

Pre-Festival Announcement: Start 7 days before Holi with daily reminders.

Daily Reminders: Send notifications each day leading up to Holi.

Day-Before Push: Send multiple reminders the day before Holi.

Day-of Alerts: Send frequent reminders throughout the day on Holi.

Time

Pre-Festival Announcement: Send in the morning (8 AM) to capture early attention.

Daily Reminders: Send in the morning (8 AM), afternoon (12 PM), and evening (6 PM)

to reach users at various times.

Day-Before Push: Send in the morning (8 AM), afternoon (12 PM), and evening (6 PM).

Day-of Alerts: Send in the morning (8 AM), midday (12 PM), and afternoon (4 PM).

Success Metric

Sales Volume: Track the increase in the number of orders placed for Holi-related items.

Average Order Value (AOV): Measure the increase in the average order value during the campaign.

Customer Engagement Rate: Monitor open rates, click-through rates, and engagement

on social media posts and ads.

Conversion Rate: Measure the percentage of recipients who made a purchase in

response to the campaign.

Engagement Campaign 3 - Product Recommendation Campaign

Context

Based on your recent purchases, we've handpicked some products that

we think you'll love! Blinkit uses insights from similar customers to

recommend items that match your preferences, making it easier for you

to discover new favorites.

Goal

Help users discover new products, encouraging them to make more

frequent purchases and converting casual users into core users.

Target Segment

Casual users

Offer

We thought you might like these products!

Campaign Pitch/

Content

Discover your next favorite product with Blinkit's personalised

recommendations! Based on your recent purchases, we've selected

items just for you. Check them out and enjoy seamless shopping with

Blinkit's instant delivery. Happy discovering!

Channel

Email: Personalised recommendation emails to casual users.

Push Notifications: Timely alerts through the Blinkit app.

In-App Banners: Recommendations displayed within the Blinkit app.

SMS: Quick text messages with personalised product suggestions.

Frequency

Initial Recommendation: Immediately after a recent purchase.

Follow-Up Reminders: 3 days and 7 days after the initial recommendation.

Time

Initial Recommendation: Send shortly after purchase confirmation

(within 24 hours).

Follow-Up Reminders: Morning (8 AM) to catch users early in the day.

Success Metric

Conversion Rate: Percentage of users who purchase recommended products.

Frequency of Purchases: Increase in the number of purchases by casual users.

Customer Retention Rate: Percentage of casual users converting to core users.

Engagement Rate: Open rates, click-through rates, and interaction with in-app

recommendations.

Average Order Value (AOV): Increase in the average order value from casual users.

Engagement Campaign 4 - Blinkit's Weekly Refresh

Context

Different types of users have natural ordering frequencies: casual users

order less than 4 times a month, core users order 4 to 8 times a month

and power users order more than 8 times a month.

To make sure user never run out of essentials, we'll gently remind user

when it's time to reorder based on your unique shopping pattern.

Goal

Convert monthly ordering frequencies into weekly habits,

nudging users gently and playfully to make their next purchase without

being pushy.

Target Segment

Casual users, Core users

Offer

Need a top-up? Blinkit is here to help you restock with just a few clicks!

Campaign Pitch/

Content

Hey there! Looks like it's time for your weekly refresh with Blinkit.

Whether you need a quick top-up or a full restock, we've got you covered.

Check out what's fresh and restock your favorites with Blinkit's instant

delivery. Happy shopping!

Channel

Email: Personalized emails based on user frequency.

Push Notifications: Gentle reminders through the Blinkit app.

In-App Banners: Fun banners prompting a reorder within the Blinkit app.

SMS: Playful text messages nudging users to restock.

Frequency

Casual Users: Once a week.

Core Users: Twice a week.

Power Users: Three times a week.

Time

Casual Users: Mid-week reminder (Wednesday morning).

Core Users: Early week (Monday morning) and mid-week

(Thursday morning).

Power Users: Early week (Monday morning), mid-week

(Wednesday morning) and late week (Friday morning).

Success Metric

Reorder Rate

Engagement Rate: Open rates, click-through rates and interaction

with the reminders.

Conversion Rate: Percentage of users who make a purchase after

receiving a reminder.

Customer Retention Rate: Percentage of users maintaining or

increasing their reorder frequency.

Average Order Value (AOV): Increase in the average order value over time.

Engagement Campaign 5 - Don't Forget Your Cart!

Context

Users often add products to their cart but miss placing the order

due to their busy schedules or use the cart as a list of items to

buy later. This can lead to missed opportunities and potential

stockouts.

Goal

Gently remind users if they have missed placing the order or

inform them if any item is about to go out of stock, encouraging

them to complete their purchase.

Target Segment

Casual users, core users, and power users

Offer

Don't miss out! Complete your order now to ensure you get your

items before they go out of stock.

Campaign Pitch/

Content

Hey there! It looks like you left some items in your Blinkit cart.

Don’t let your favorites slip away! Some items are running low,

so complete your order now to get them delivered instantly.

Happy shopping!

Channel

Email: Friendly reminders to users who have abandoned their carts.

Push Notifications: Timely alerts through the Blinkit app.

In-App Banners: Gentle prompts within the Blinkit app.

SMS: Quick text messages reminding users to complete their

purchase.

Frequency

Initial Reminder: 1 hour after cart abandonment.

Follow-Up Reminder: 24 hours after the initial reminder.

Final Reminder: 48 hours after the follow-up reminder.

Time

Initial Reminder: Within an hour of cart abandonment.

Follow-Up Reminder: Next morning (8 AM) to catch users at the

start of their day.

Final Reminder: Two days later in the evening (6 PM) to prompt

users before the day's end.

Success Metric

Cart Recovery Rate: Percentage of abandoned carts that result

in completed orders.

Engagement Rate: Open rates, click-through rates, and interaction

with reminders.

Conversion Rate: Percentage of users who complete their purchase

after receiving a reminder.

Average Order Value (AOV): Increase in the average order value from

recovered carts.

Negative actions

What is user trying to do?

High Cart

Abandonment Rate

Users regularly abandon their carts, indicating they are moving to

competitors to fulfil their needs.

Lower rating

for orders

Low rating on the orders signifies dissatisfaction with Blinkit's quality

and service.

Increase in

Support Tickets

A continuous rise in support tickets over the last 30 days indicates

poor customer experience and numerous issues.

Removal of Saved

Payment Details

Users removing saved payment details shows low commitment and

a high likelihood of switching to other quick commerce apps.

Negative Reviews on

Social Platforms

Escalated negative reviews on social platforms like app store or

twitter or Linkedin indicate dissatisfaction with customer support

and unresolved grievances. This leads to bad word of mouth (WOM)

on top of losing a customer.

Anti-Engagement Behaviour

What is user trying to do?

Decrease in Order

Frequency

Users with a decrease in order frequency are at risk of

becoming less engaged with Blinkit.

Lowered App Sessions

Users with fewer app sessions are less likely to interact with

Blinkit.

Decrease in Average

Order Value (AOV)

A decrease in AOV indicates users are ordering fewer items or

spending less per order.

Decrease in Revenue

Contribution from Users

Users contributing less revenue are less likely to be engaged

in the future.

Decreased Engagement

Rate on Social Media

Users contributing less revenue are less likely to be engaged

with Blinkit.

Voluntary Churn

​Involuntary Churn

Non availability of discounts

Payment failures because of expired cards/ wrong entry

Poor delivery experience

Insufficient funds

Lack of daily subscription flexibility

Network Errors/ Internet issues

Poor support experience

Phone number change

Competitors have better delivery

time/ products

Moved to a new country/

city without Blinkit service

Product bugs

Lost mobile phone

Expensive Products/ Price points

​

Product/ Brand not listed

​

Mismatched brand and audience

​

Employers provide food and snacks

Resurrection Campaign 1 - Affordable Blinkit Deals!

Context

Casual and core users stopped purchasing groceries from Blinkit because

they found the prices higher compared to competitors or market prices.

Goal

Gently educate users about competitive pricing and offer discounts to

bring them back.

Target Segment

Casual and Core users who stopped purchasing grocery.

Offer

Discover great value with Blinkit! Enjoy a 30% discount on your next order

and see how we’re committed to offering you competitive prices.

Campaign Pitch/

Content

Hello [User's Name],

we understand that pricing is important to you and we’ve been working hard

to ensure Blinkit offers great value. To prove it, we’re giving you an

exclusive 20% discount on your next order. Use code: VALUE20 at checkout

and experience our commitment to competitive pricing firsthand.

Come back to Blinkit and enjoy quality groceries at prices you’ll love!

Channel

Email

SMS

Push notifications

Frequency

Initial offer: Once

Reminder: After 5 days if the offer is not used

Time

Initial offer: Weekday mornings (9-11 AM)

Reminder: Weekend mornings (9-11 AM)

Success Metric

Redemption rate of the discount code

Increase in repeat orders within 30 days

User feedback on pricing competitiveness

Resurrection Campaign 2 - Back in Stock!!

Context

A power user was recommended a beauty product by a friend, but it wasn’t

available/ went out of stock on Blinkit. The user found it on a competitor's

platform and started ordering there. Many power users have been searching for

the same brand, leading to reduced cart sizes as they moved to competitors.

Blinkit has now restocked the brand products.

Goal

Restore the cart sizes of power users who moved to a competitor due to not

finding a specific brand.

Target Segment

Power users who searched for the brand and showed a pattern of reduction in

cart size.

Offer

Great news! Your favorite beauty brand is now available on Blinkit. Enjoy a 20%

discount on your next order including this brand.

Campaign Pitch/

Content

Hi [User's Name],

We’ve got exciting news! The beauty brand you’ve been looking for is now

available on Blinkit. To celebrate, we’re offering you an exclusive 20% discount

on your next order, including products from this brand. Use code: BEAUTY20 at

checkout and fill your cart with all your favorites. Come back to Blinkit and enjoy

the convenience of finding everything you need in one place!

Channel

Email

SMS

Push notifications

Frequency

Initial offer: Once

Reminder: After 3 days if the offer is not used

Time

Initial offer: Weekday mornings (9-11 AM)

Reminder: Weekend mornings (9-11 AM)

Success Metric

Redemption rate of the discount code

Increase in cart size and order frequency

User feedback on the availability of the new brand

Resurrection Campaign 3 - Bug Free Blinkit Awaits!

Context

A user stopped using Blinkit due to a payment-related bug and

started ordering from other apps.

Goal

Regain the user by informing them that the payment-related bug

has been resolved and express eagerness to serve them again.

Target Segment

Users who stopped using Blinkit due to a product-related bug.

Offer

We’re back and better! Get 25% off your next order as a thank you

for your patience. We’ve fixed the payment issue and are ready to

serve you seamlessly.

Campaign Pitch/

Content

Hi [User's Name],

We’re excited to let you know that the payment issue you experienced has

been completely resolved! To show our appreciation for your patience

and loyalty, we’re offering you an exclusive 25% discount on your next

order. Use code: FIXED25 at checkout. Come back to Blinkit for a smooth

and hassle-free grocery shopping experience. We’re ready to serve you

better than ever!

Channel

Email

SMS

Push notifications

Frequency

Initial offer: Once

Reminder: After 5 days if the offer is not used

Time

Initial offer: Weekday mornings (9-11 AM)

Reminder: Weekend mornings (9-11 AM)

Success Metric

Redemption rate of the discount code

Increase in repeat orders within 30 days

User feedback on the new payment experience

Resurrection Campaign 4 - Blinkit Delivers Better!

Context

A power user of Blinkit experienced multiple poor delivery experiences

in a month and has since stopped or reduced ordering.

Goal

Re-engage the power user and ensure they receive a great delivery

experience moving forward.

Target Segment

Power users who have become at-risk or churned due to delivery issues.

Offer

We’re committed to improving your experience! Enjoy a 30% discount on

your next order and priority delivery service to ensure it’s perfect.

Campaign Pitch/

Content

Hello [User's Name],

We noticed you’ve had some disappointing delivery experiences recently,

and we’re truly sorry. At Blinkit, we value your loyalty and want to make

things right. To show our commitment, here’s an exclusive 30% discount

on your next order, plus priority delivery service to ensure everything is

perfect. We’re here to provide the fast, reliable service you deserve.

Use code: PRIORITY30 at checkout. We’re excited to welcome you back!

Channel

Email

SMS

Push notifications

Direct phone call

Frequency

Initial offer: Once

Follow-up: After 3 days if the offer is not used

Final reminder: After 7 days if the offer is still not used

Time

Initial offer: Weekday mornings (9-11 AM)

Follow-up: Evening (6-8 PM)

Final reminder: Weekend mornings (9-11 AM)

Success Metric

Redemption rate of the discount code

Improvement in user satisfaction ratings

Increase in repeat orders within 30 days

Reduction in delivery-related complaints

Resurrection Campaign 5 - Welcome Back to Blinkit!

Context

The user has churned and switched to a competitor app for better

discounts and lower delivery charges.

Goal

Re-engage the user and bring them back to Blinkit.

Target Segment

Casual users who have previously used Blinkit but have since left.

Offer

20% off your cart and free delivery on your next order.

Campaign Pitch/

Content

Hey there!

We noticed you’ve been away and we really miss you at Blinkit.

To show you how much we care, we’re offering you an exclusive

20% discount on your next order, plus free delivery!

Come back and experience the convenience of instant grocery delivery

with unbeatable deals. Use code: WB20 at checkout.

Hurry, we can’t wait to serve you again!

Channel

Email

SMS

Push notifications

Frequency

Initial offer: Once

Reminder: After 3 days if the offer is not used

Time

Initial offer: Weekday mornings (9-11 AM)

Reminder: Weekend mornings (9-11 AM)

Success Metric

Redemption rate of the discount code

Increase in repeat orders within 30 days