Engagement & Retention project | Swiggy | Food Delivery

📄

Engagement & Retention project | Swiggy | Food Delivery

What is the Core Value Proposition?

Based on Users interviews shared here, sharing the core value proposition for Swiggy -

Swiggy is the go-to food delivery platform for users who value fast, reliable service, a wide variety of restaurants, and personalized offers.

Whether you’re a frequent user looking for convenience and speed, a family ordering for a group, or a food explorer seeking new culinary experiences, Swiggy delivers with curated recommendations, affordable meal deals, and a seamless ordering experience.

How do Customers experience the Core Value Prop?

Sharing below the Customer Journey Map for each type of User (Casual, Core and Power) to understand how the Users are experiencing the Core Value Prop. This will also help us with insights on Natural frequency and defining Engagement metrics later on.

Defining the Casual, Core and Power Users -

Casual Users - Users who orders infrequently, typically when they have specific Occasions. Eg. Weekend Treat or Birthdays or any celebration.

Core Users - Users who orders frequently, typically as an alternative to their daily meals. Eg. Ordering for lunch in Office, Family meals once/twice a week, etc.

Power Users - Users who orders most frequently as they might be relying on Swiggy for multiple meals every week. They typically subscribe to Swiggy One and are very well versed with the App. Eg. People who are dependent on the App for atleast couple of meals a day for the entire week. Bachelors or Married people living alone and lacks cooking skills.

Casual User Journey Map

Core User Journey Map

Power User Journey Map

Natural Frequency of the Product

Power Users: 10-15 order in 3-4 weeks

Core Uses: 4-8 orders in 3-4 weeks

Casual Users: 1-3 orders in 3-4 weeks

*Note - Not covering sub product Natural Frequency as focus of this project is only Food Delivery section of Swiggy.

Selecting the Best Engagement Framework

Frequency - Highly valuable

Increasing the number of times a user places orders on Swiggy in a defined time period (monthly/Weekly). This entails moving Casual Users --> Core Users and Core Users --> Power Users by introducing more use cases and/or solving for any friction points they are currently facing.

Depth - Can be Explored

Increasing the Average Order Value of each order the user places. Based on the Swiggy usage data and previous experiments run at Swiggy, below 2 facts are very well established -

1. High Frequency Users are highly price sensitive considering the limited spending capacity of the ICP.

2. Their is a definite ceiling to the extent to which we can increase the Average Order Value considering users have a limited appetite to pay for a daily need like Food.

New feature (Breadth) - Not so much

Considering we are focused on Food Delivery very limited scope to add new features with immediate benefits. Swiggy already has a Co-Branded Credit Card and Loyalty Program as additional features.

Defining Active Users:

Product - Swiggy Food Delivery
What they do - Helps customers order food from their favorite nearby restaurants.
Key Action - Customer placing an order.

Active User for Swiggy (Food Delivery) would be any user who places at least 1 order in a month.

This is considering the fact that if a user does not places any order in 1 month time frame they become dormant and are very less likely to comeback.

Natural User Frequency:

Power Users: 10-15 order in 3-4 weeks
Core Uses: 4-8 orders in 3-4 weeks
Casual Users: 1-3 orders in 3-4 weeks

Let's segment Swiggy Food Delivery users as below -

Persona Based (ICP)
Usage based Casual/Core/Power
Behavioral Segments (Based on Customer Data available with Swiggy)

Based on my analysis and user interviews, interestingly my ICP and Usage Based Segmentation is very much similar. More details are shared below on each segmentation.

1. Persona Based (ICP)

Criteria	ICP 1	ICP 2	ICP 3
	Needs to order food due to lack of Alternatives	Enjoys indulging in outside food as an experience.	Occasionally orders food owing to circumstances like unavailability of home cooked meals, guests at home.
Demographics
Age	20-27	25-40	30-50
Gender	Male	Male	Female
Income Level	50k-1.5L per month	1L-3L per month	50k-3L per month
Occupation	Students / Early Professionals	Business Owners / Seasoned Professional	Professionals / House-Makers
Life Stage and Marital Status	Single and leaving away from Family	Married / Married with a Kid	Married with Kids and lives with Family
Location	Tier 1/2 cities	Tier 1/2/3/4 cities	Tier 2/3/4 cities

Behavioral
Buying Behavior	Very budget conscious but very aspirational in their spending habits	High disposable income and prefers to spend on indulgence frequently	Mostly focused on meeting family needs and very limited capacity to spend on indulgence.
Benefits Sought	Convenience at affordable rates, wide variety of restaurants and simple UI for quick checkout	Availability of Gourmet and user favorite restaurants, Dependable and quick delivery and Indulgent Ordering experience.	Fast & Reliable Delivery, ability to order at any time and availability of local restaurants to order from.
Attitude towards product	Loves the product UI, feels there should be less delivery fee and more discounts	Like the UI, can see all their favorite restaurants on the app and feels customer support is helpful	happy with the availability of their nearby restaurants and like that they can see their ordering arriving in real-time (trusts the app to deliver on time)
Interests and Hobbies	Online Mobile Gaming, uses Social Media, Explores new Cafes, Watches Movies and series.	Takes Vacations, Likes to Read Books, uses Social Media, Visits Fine Dine restaurants	into Fitness (to stay healthy), Household chores, Outings, interested in shopping for herself and family, uses Social Media.
Pain Points and Challenges	1. Poor quality of Food. Is concerned about the taste and health implication of the good. 2. High cost of Food. Considering limited spending power, affordability is key.	1. Their favorite restaurant is not available on the App. 2. Order quality/Quantity Issues. Does not want their experience to be ruined by any issues with their order. 3. Bad Customer service. In case of issues needs their concerns to be resolved on priority.	1. Their nearby known restaurants not available to order from when they want to. 2. Their order needs to arrive on time with quality. They would hate it if their guests have to wait for the order or the food quality is not good.
Spends time on	PUBG/COD Mobile, Snapchat, Instagram, Zomato, Netflix, Prime Video.	AirBnB, Kindle, Amazon, LinkedIn, Facebook, X, Dineout, Zomato	UrbanCompany, Cultfit, Makemytrip, Facebook, Flipkart, Meesho
Convenience vs Discount	Discount	Convenience	Convenience
Features they Value	Availability of variety of restaurants, availability of affordable meals and discounts, Loyalty program that helps them save money on regular basis.	Availability of Premium restaurants, Reliable and quality delivery and priority customer support.	Ability to order at any time of the day, Have all their nearby restaurants available, Ability to see their order status in real-time and get high quality order as their social status is at stake.

2. Usage Based

User Type	Casual	Core	Power
Usage Characteristics	Looks to order in times of need or on special occasions from local known restaurants	Orders food for indulgence on Weekends or special occasions from their favorite restaurants	Ordering Food regularly from a variety of restaurants is a necessity
Recency of use case	Monthly or less	Weekly or Bi-Weekly; Mostly on Weekends	Daily or Multiple times a week
Natural Frequency	1-3 Orders in 3-4 weeks	4-8 Orders in 3-4 weeks	10-15 Orders in 3-4 weeks
Monetary/AOV/Revenue Generated	150-250 Rs. per Order	200-400 Rs. per Order	200-350 Rs. per Order
Pain Points	Availability of their trusted restaurants, Food Arriving on time.	Food Quality and timely arrival, Availability of their favorite restaurants.	Ability to quickly order their favorite items and Speed of delivery
Valued Features	In the Spotlight (shows best restaurants nearby), Presence of Discounts (affordability), Live Order Tracking	Favorites Tab (shows favorite marked Restaurants), Search Feature, Discounts/Offers, Good Customer Support	Reorder Tab (shows their frequently ordered restaurants), Swiggy One (loyalty program to make meals affordable), Offer Zone Tab, Express Checkout (helps reduce time to order), Good Customer Support
Core Value Proposition (CVP) being utilized	Reliable Service, Affordability and Familiar choices	Convenience, wide range of choices and reliable service	Convenience, Affordability and Speed
JTBD of the persona	Personal	Personal	Personal
Discovery	Word of Mouth, ATL/BTL Ads	Owned Media Comms (emails, PNs, SMS)	In-App merchandising Properties and Owned Media Comms
Revenue Contribution	Low	High	Very High

3. Behavioral Segments (Based on Customer Data available with Swiggy)

Segment Name	Key Characteristics	Possible Pain Points	Possible Opportunities	Potential LTV
BIg Ticket Spenders	Prefer Quality over Cost; Low Discount Affinity; More Loyal; Affluent; Dinner Orderers	- Serviceability Issues - Lack of Multi-cuisine Restaurants	- Wider range of high quality restaurants - Multi restaurant ordering (Group orders)	High
Weekday Convenience Seekers	Low Time to Order; More Loyal; Early Adopters; Prefer CoD	- Inefficient Search feature - Category-based app navigation not available	- Feature to repeat Last Order	High
Weekend Convenience Seekers	Low Discount Affinity; More Loyal; Happy with the Services; Early Adopters	- Lack of quality restaurants in their area	- Addition of more Premium Restaurants	Medium
Patrons	Swiggy @ Top of Mind for Food Ordering; Early Adopters; Moderate Discount Affinity; Explorers	- Limited choice of restaurants - Poor quality of Food/Delivery Service	- Preferential Treatment	High
Weekday Value Seekers	High Intent to Order; Cost Optimizers; Low Time to Order; Risk Averse	- Lack of discounts on their Favourite restaurants - Serviceability constraints	- Offer low value coupons to increase engagement	High
Weekend Value Seekers	High Discount Affinity; Cost Optimizers; Low Time to Order; Risk Averse	- Lack of Discounts - High Delivery time	- Loyalty program that gives preferential treatment	Medium
Promiscuous Discount Seekers	Very High Use Case; Heavy Complainers; Solo Orderers; Not at all Loyal	- Low Value Discount coupons	- Strike through prices in menu - More affordable options	Low

Campaign 1 - Introducing Group Order feature for Big Ticket Spenders!

Hypothesis -

Focus of the Campaign is to solve for friction Big Ticket Spenders currently face while ordering for a large group. Introducing Group order will help each member of the group to add their favorite items to a common cart and one person can then proceed to checkout. This makes group ordering way easier.

Goal of the campaign - Convert Casual Big Ticket Spenders to Core Users
Persona/Type of User - Big Ticket Spenders
Theme -

This Diwali Swiggy brings a one stop solution for your get together needs. No more worrying about remembering every family members food preferences.

Channel of Distribution -

Push notifications, Social media Campaigns and In-App comms along with First Time User experience widgets

Pitch and Content -

Push Notifications -

PN1 - "Planning a Diwali feast? Let everyone add their favorite dishes with Swiggy’s new Group Order feature! 🎉 Get 15% off on orders above ₹2000. Order now!"

PN2 - "Celebrate stress-free! No more juggling food preferences! Use Swiggy’s Group Order feature for your next get-together and enjoy 15% off on orders above ₹2000."

LinkedIn Post - (As a lot of Big Ticket Spenders (working professionals) nowadays prefer LinkedIn)

An FTUE (First Time User Experience) video showcasing how to use Group Order feature along with below caption -

"This Diwali, Swiggy is making group ordering easier than ever! 🎉 Introducing the Group Order feature—everyone in your group can now add their favorite dishes to a shared cart, and one person can check out in one go. Perfect for family get-togethers, office parties, or festive celebrations!

Ready to celebrate stress-free? Try it now and make your festive feasts hassle-free! #SwiggyGroupOrder #DiwaliWithSwiggy #CelebrateTogether"

Offer -

We can provide Flat % off on orders above 2000 Rs. for first 2 orders. This will provide an additional incentive for the user to transact and get a feel of the new feature. (Discount can be funded directly by restaurant partners who will benefit from high AOV orders)

Frequency and Timing -

Campaign to be launched during festive times. Preferably Family get together focused festivals. We can repeat the campaign during each festival during the year.

Success Metrics - Increase repeat frequency of Big Ticket Spender cohort by 0.2
Target feature - Group Order Feature

Campaign 2 - Late Night Cravings!

Increasing the frequency of users by introducing Late night food ordering as a use-case.

Hypothesis -

By targeting users who are likely to order food late at night, especially students and night-shift workers, we can introduce a new ordering occasion for these users and in turn improve their ordering frequency.

Goal of the campaign - Increase natural frequency of ordering for Casual Users.
Persona/Type of User - Casual Swiggy Patrons (as they have more propensity to explore)
Theme - "Satisfy your late-night cravings with Swiggy!"
Channel of Distribution - Push notifications, In-App banners and SMS.
Pitch and Content -

Push Notification Copy 1 - "Up late? Hungry? Order now and get your favorite food delivered fast!"

Push Notification Copy 1 - "Craving something delicious at midnight? 🌙 Order now and enjoy FREE delivery on all late-night orders!

Offer -

Provide free delivery for all late-night orders. (considering the lower contribution of LN orders this won't be a big commitment in terms of spends)

Frequency and Timing -

Every Night send a PN at 10pm and 12am. 10pm PN is to let people know that we are available in Late night and 12am PN is for more immediate actioning.

Success Metrics -

Increase in late night orders by 20% within the first month. Also no more than 5% orders are cannibalized from dinner slot. Else we won't have incrementality just a shift in ordering time.

Target feature - Late Night Availability and Fast Delivery.

Campaign 3 - Affordable Sunday Brunches for Weekend Value Seekers

Hypothesis -

Users are more likely to order food on Sundays when they want to relax and avoid cooking, especially if incentivized with a brunch-specific offer.

Goal of the campaign - Increase order frequency of Weekend Value Seekers.
Persona/Type of User - Weekend Value Seekers
Theme - "Make your Sunday special with a delicious brunch delivered to your doorstep."
Channel of Distribution - Push notifications, in-app banners, email marketing.
Pitch and Content -

PN Copy -

"Why cook on a lazy Sunday? 🥞 Get 50% OFF up to ₹100 + FREE delivery on brunch orders above ₹300! Relax and let's Swiggy brunch it!"

In-App Banner Copy -

Header - "Lazy Sunday Brunch?
Sub Text - Enjoy 50% OFF up to ₹100 + FREE delivery on orders above ₹300! Make your Sunday special with a delicious brunch delivered to you! 🥐☕"

Offer -

50% off upto Rs. 100 on orders above 300 Rs. Along with Free delivery on all orders above Rs. 300. 50% works as a good hook to get users interested and having a higher MOV helps reduce effective cost to company. Also a higher MOV aligns with use case of a Brunch.

Frequency and Timing - Every Sunday, with push notifications sent on Saturday evening and Sunday morning.
Success Metrics -

Increase in monthly Repeat Rate of Weekend Value Seekers by 0.5.

Higher average order value on Sundays.

Target feature - Restaurant Curation and Discounts.

Campaign 4 - Midweek Munchies from your Favorites

Hypothesis -

Target Weekday Convenience Seekers who are more likely to order food on Wednesdays and Thursdays when they are tired of cooking and need a midweek break. Also we will land the PN to a collection of their favorite restaurants (from where they have previously ordered) addressing their pain point of no feature to repeat last order.

Goal of the campaign -

Increase the ordering frequency of Weekday Convenience Seekers by providing them additional use-case of ordering and reducing friction in restaurant discovery.

Persona/Type of User - Weekday Convenience Seekers
Theme - "Beat the midweek blues with a tasty treat from your favorite restaurant on Swiggy!"
Channel of Distribution - Push notifications, in-app banners, email marketing.
Pitch and Content -

PN Copy 1 -

"Midweek slump? 🍕 Your favorite Margherita Pizza from [Restaurant Name] is just a tap away! Order now and enjoy a midweek treat!"

PN Copy 2 -

"Craving something familiar? 🍔 How about that juicy Cheeseburger from [Restaurant Name] you love? Beat the midweek blues and order now!"

Users will land either on their favorite restaurants menu (from where they have ordered earlier) or on a collection of their previously ordered restaurants. This helps solve their friction of reordering from their favorite places.

Offer -

Flat ₹50 off on orders above ₹300. high MOV and low discount value in line with the customer segments lower propensity to discounts. Here discount is just a final nudge to get the user to enter the App and not the primary hook.

Frequency and Timing -

Every Wednesday and Thursday, with push notifications sent right before lunch (11:30 AM) and dinner (7 PM) hours. This ensures we reach the user right about the time they are yet to decide on their Lunch and Dinner and they also avoid the Lunch and Dinner peak rush on the App.

Success Metrics - Increase in monthly Repeat Rate of Weekday Convenience Seekers by 0.5.
Target feature - Restaurant selection and Express delivery.

Campaign 5 - Priority Delivery for Swiggy Patrons

Hypothesis -

By offering priority delivery to Swiggy Patrons whose last order was delayed beyond 10 mins of promised delivery time. This will help us build trust back with Swiggy Patrons.

Goal of the campaign - Retaining Swiggy Patron Users who had bad delivery experience.
Persona/Type of User - Swiggy Patrons
Theme - "We’re making it right! Get priority delivery on your next order."

This theme focuses on rebuilding trust with Swiggy Patrons by acknowledging the previous delay and offering a solution that ensures a better experience next time. The messaging is empathetic, reassuring, and action-oriented.

Channel of Distribution - In-App comms and Push Notifications.
Pitch and Content -

PN copy -

"We’re sorry your last order was delayed! ⏰ Next time, we’ll make it right with priority delivery just for you. Order now and enjoy faster delivery!"

In App Comms copy to educate user on On time or free promise - (Banner strip on past order screen)

"Your order is a Priority Delivery! 🚀 We promise to deliver on time, or your delivery fee is on us!"

Post Order PN copies -

If delivered on time:
"We delivered your order on time, as promised! 🎉 Thanks for trusting us again!"

If delayed:
"We’re sorry for the delay! As promised, your delivery fee has been refunded. We’ll keep working to improve!"

Offer - On time or Free promise along with Priority delivery. User will get their delivery Fee back if the order does not arrive in the promised time.
Frequency and Timing -

PN will be sent to users that are Swiggy Patrons and their last order was delivered beyond 10 mins of promised time. Once the user places the next order, they will see comms related to their order being a priority delivery order (a clickable banner that explains what is priority delivery) and comms around On time or free being activated for them.

Once the order is delivered, if delivered within time then a PN stating that we delivered your order as promised. If not delivered on time then a PN stating that as promised giving you delivery fee back.

Success Metrics - Improvement in Long term retention of Swiggy Patrons.
Target feature - Fast and Reliable Delivery. Priority Delivery assignment.

As per my discussion with Swiggy Users, Secondary research (Swiggy's DRHP, Annual Reports) and the other data available to me -

The yearly retention rate for Swiggy as a platform is 58% and it flattens at ~50% in 2 years. This rate is for Platform Annual Transacting Users which are defined as the number of unique transacting users that have completed at least one order on the Swiggy unified-app or website in a year. (Graph 1 shared below)
The 1 week retention rate for Swiggy Food Delivery is around 80% and the retention curve flattens around 4th Week at ~60%. With retention varying by around 10% for different user cohorts. (Graph 2 shared below)
The Retention numbers are in line with the natural frequencies of Casual, Core and Power users. We see a gradual drop in retention as the Casual and Core users frequency will pull the retention down.

Graph 1 -

Graph 2 -

Insights and Observations on Retention

Which ICPs drive the best retention?

The Core/Power Users drives the Best Retention. In terms of behavioral segments, Convenience Seekers and Patrons drives the best retention and has heavy overlap with Core and Power user segments.

Convenience Seekers -

Key driver of higher retention for convenience seekers is their lower discount affinity. They value the convenience they are getting and are less motivated to shift to competitor once they are used to an App. These users can be Power or Core users and will mostly have very high usage frequency helping with better retention rate.

Swiggy Patrons -

Key driver of higher retention for Patrons is that they are highly loyal to the platform of choice and shows their loyalty by heavy participation in the loyalty program (Swiggy One). These users will mostly be power users as they try to maximize their benefits from the loyalty program.

Which features & Sub-features drives the best retention?

Key features that helps drive retention for Swiggy Food Delivery are Swiggy One Program, Swiggy HDFC Credit Card, new features like Habit Forming journeys.

Swiggy One Program -

With Swiggy One Program, users get free delivery for all orders with minimum order value of 199 Rs. and upto 7kms (earlier was 10kms). This program helps Power user save a lot of money in Delivery cost. Delivery Fees are one of the biggest deterrent in online food delivery. By solving for Delivery Fees, Swiggy One provides users maximum bang for their buck. In addition to free delivery, Swiggy One has also started providing additional discounts on select restaurants.

Swiggy HDFC Credit Card -

The Co-Branded credit card helps user save 10% on each transaction they do on Swiggy App be it Food, Grocery or Dining out. This is a massive frequency driver in a segment that is dominated by Value seeking customers.

Habit Forming Journeys -

Swiggy has recently launched a product called Habit Forming Journeys, that provides users milestone based rewards. Each milestone unlocks when user places the next order and provides the user with Discounts and other benefits. At the end of the final milestone, User is given a mega reward. This is a good way to use gamification to drive user frequency similar to how Duolingo uses Streaks.

User Churn

Reasons for Churn

Reason	Category	User insights
Order got Cancelled by Swiggy	Voluntary	Swiggy cancelled my order without my fault and left me hangry!
Restaurant Driven Cancellation	Voluntary	Restaurant cancelled my order and left me hungry
Bad Delivery experience	Voluntary	Customer's order got delayed or got delivered on incorrect address or Food came spoilt. While competitor gives food on time and in high quality
Favorite Restaurant not serviceable when they need	Voluntary	User does not find their favorite restaurant when they need to order. But same restaurant is available in other times.
Delivery time is shown very high	Voluntary	Customer is seeing very high delivery time and can see same restaurant delivering quickly on competition
Selection of Restaurants is very low	Voluntary	Customer does not find many option on their location
Customer had bad experience with customer support	Voluntary	Customer was not satisfied with the resolution provided by customer support
High Delivery charge	Voluntary	Customer finds Swiggy Delivery fee higher than competition and hence switched to competitor
Item prices are too high	Voluntary	Customer finds same restaurant charging higher prices than on competitor or offline.
Competitor is giving better offers	Voluntary	Customer does not find value in the discounts on Swiggy and gets better offers on competition.
Customer moved to new location and Swiggy is not serviceable	Involuntary	Customer had to shift to a city where Swiggy is not serviceable
Customer got married and no longer requires ordering	Involuntary	Customer's living situation changed and hence no longer needs to depend on online food ordering
Favorite Restaurant not available	Involuntary	Users favorite restaurants not being listed or Swiggy not serviceable in certain areas.

Negative Actions

Decrease in User sessions - We see a consistent decline in user app session suggesting that the user might not have the online food use case or has moved to competition.
Decline in Menu sessions of Power Users - If we see a decline in Power user menu sessions than it suggests that the user is not happy with current restaurant selection or finding the offers not lucartive enough anymore. High chance they will shift to competition.
Higher Cart abandonment Rate - If customers are abandoning cart more often than it suggests that they are doing cart comparison with competition and might be switching to competition as they would be finding more value there.
Higher number of Help tickets - Customers with higher help/support tickets suggests that the user is frequently facing issues with their orders and this might make them lose trust on the platform.
Decrease in Ordering frequency - Might be indicative that the user is either ordering from competition or has no longer the use case for which they were ordering.
Removal of Saved Addresses - Highlights that the user has lost trust on the platform and will be switching to competition.
Negative Reviews on Social Media Platforms - This shows that the user is frustrated with the customer support and is now a detractor for the platform. This can lead to bad Word of month.
CX NPS declining - A decline in Customer NPS clearly indicates lack of customer trust and potential for more churn.

Campaign 1 - "We'll make it right!"

Context -

Users who faced Restaurant-driven cancellations and were left hungry. Idea is to nudge the user to order same dish from a similar nearby restaurant (restaurant with similar ratings and is close to user location) with priority delivery (to ensure it reached quickly)

Goal of the campaign - Immediate gratification for the user's inconvenience and ensure they are not left hungry
Offer -

Refund of the previous order and priority delivery with on-time or free promise on for next order.

Pitch and Content -

PN Copy - "We’re Sorry You Were Left Hungry! 🍽️"

"We’ve got you covered for your recent cancellation! Get a refund on your previous order and enjoy priority delivery on your next meal. On-time or it’s free! Tap to order now."

This PN should land on a collection of restaurants that has similar dishes in the menu and are nearby to the customer.

Channel of Distribution -

Push Notification, SMS

Frequency and Timing -

Immediately once a user's order gets cancelled and only for Power users (due to operational constraints).

Success Metrics - Improvement in User NPS. Increase in User retention for the targeted user base.

Campaign 2 - "We'll Deliver on Time!"

Context -

Users who had a bad delivery experience (delayed or incorrect delivery, spoiled food due to high delivery time). Idea will be to incentive the user to try again and give On time Promise to increase trust factor.

Goal of the campaign - Rebuild trust by offering a guarantee of timely and high-quality delivery.
Offer -

₹50 Cashback on the next order (minimum order value ₹199).

Guaranteed on-time delivery or the delivery fee of the order will be refunded.

Pitch and Content -

Push Notification:

"We’re sorry for the delay last time! Enjoy ₹50 off on your next order and a promise to deliver the next order on time, or your delivery fee is on us!. Tap to order now!"

Channel of Distribution -

Push Notification, Email

Frequency and Timing -

Within the next 24 hrs of the user's facing the bad delivery experience.

Success Metrics - Improvement in User retention for the targeted user base.

Campaign 3 - "Your Favorite Restaurant is Back!"

Context -

Users who couldn’t find their favorite restaurant when they wanted to order. We can run the campaign post we do the below solve -

We solve the restaurant serviceability issue during certain time slots by looking at data to identify and then talking to the restaurant to ensure they keep themselves serviceable. (this is the better and long term solve).

Goal of the campaign - Notify users when their favorite restaurant is available and offer an incentive to order.
Offer -

Free delivery on the next 2 orders from their favorite restaurant. (Delivery fee can be funded by the restaurant as they will eventually benefit with additional operational hours)

Pitch and Content -

WhatsApp Message:

Header: "Your Favorite Restaurant is Back!"

Text:

"Good news! [Restaurant Name] is now available for delivery. Enjoy free delivery on your next 2 orders. Don’t miss out!"

Image: A picture of a popular dish from the same restaurant.

Channel of Distribution -

WhatsApp, Push Notification

Frequency and Timing -

Once when the restaurant becomes available.

Follow-up after 3 days if the user hasn’t ordered.

Success Metrics -

Increase in orders from users who previously couldn’t find their favorite restaurant.

Improvement in Customer NPS

Campaign 4 - "We’re Here to Help!"

Context -

Users who had a bad experience with customer support and were dissatisfied with the resolution. Idea is to provide priority dedicated support to the users on next few orders to regain their trust. Discount given is just as a hook to get them to transact and have a feel of priority support.

Goal of the campaign - Rebuild trust by offering a personalized resolution and compensation.
Offer -

₹50 Cashback on the next order (No minimum order value).

Priority customer support for the next 3 orders. With a dedicated agent assigned for all resolutions sort.

Pitch and Content -

WhatsApp Comms Copy -

Header: "We’re Sorry for the Inconvenience!"

Text:

"Hi [User Name], we noticed that your recent experience with our customer support didn’t meet your expectations, and we’re truly sorry for that. To make it right, we’re offering you ₹50 cashback on your next order and priority support for your next 3 orders. A dedicated agent will be assigned to ensure you get the best service possible. We value your trust and are here to help!"

"Tap to Order Now and Enjoy Priority Support"

Image: Photo of a person smiling and welcoming customer executive. That makes the user feel they will get connected to a jovial human being.

Channel of Distribution -

Push Notification, WhatsApp, Email

Frequency and Timing -

Within the next 24 hrs of the user's ratings their last customer support ticket lass than 3 stars. And for customers that have more than 2 consecutive support tickets rated less than 3 stars.