Engagement & Retention project

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Engagement & Retention project

What is the core value proposition of Swiggy?

Swiggy began as an online food delivery service. Today, it has expanded to deliver groceries, vegetables, and daily essentials through Instamart. Additionally, Swiggy offers table reservations at restaurants with Dine-out and provides a package delivery service called Swiggy Genie. The platform is designed to offer a seamless experience, making it easy to access everything from household necessities to meals quickly and affordably, prioritizing convenience.

How to users experience this currently ?

By exploring a variety of restaurants within a 10-12 km radius and using offers, coupons, UPI, and bank cards for placing orders.
By benefiting from timely deliveries with a 90% on-time rate and quickly addressing any issues through prompt complaint resolution.
By reserving tables in advance for dining out experiences and efficiently sending and receiving parcels within the city using Genie.
By ordering and quickly receiving home essentials from Instamart, ensuring convenience and satisfaction.

Actions that makes an user an active user?

A user is considered active if they order food or groceries at least twice within a 7-day period.

Natural frequency of an active user?

User Type	Swiggy Food	Instamart	Dine-out	Genie	Reason
Causal	3/month	1/month	1/month	On-demand	- Recently discovered Swiggy and uses multiple food apps, switching based on price.

ICP defintion	ICP 2	ICP 3

Type of ICP

College Companion

Urban Foodie

Gender

Male/Female

Age

18-22

23-32

Native City

Tier-1 & Tier-2

Tier-2 & Tier-3

Current City

Tier-1 & Tier-2

Occupation

Student

Intern/Professional

Education Background

Tier A & B Universities

Tier B & C Universities

Access to Food Delivery

(When at Campus)

Available

Available / Not Available

Source of Money

Parents

Internship/Job

Salary

10-25k per month (Allowance)

5-20 LPA

Marital Status

Single

Single/Married

Kids

Depends

Living Situation

Friends at Campus

Flatmates, Family or Alone

Household Members

3-10 members

Most Used Apps

Instagram, YouTube, Snapchat, WhatsApp, BGMI, LUDO, Amazon, Myntra, Flipkart, Jio Cinema & Hotstar

Instagram, YouTube, Facebook, Netflix, Prime Video, Hotstar, Quora, Myntra, Nykaa, Amazon, Flipkart & WhatsApp

Content Consumed

Anime, movies, Reels & Memes, IPL

Movies, Series, TV Shows, Reels & Memes

Money Spent On

Food and Shopping

Rent, Travel, Food, Movies, OTT, Comedy Shows, Pubs, Restaurants, Shopping, Emergency Savings

Time Spent On

Classes, Games, Shopping, Reels & Movies

Work, Movies, Reels, Series, Travel, Shopping, OTT

Money vs Time

Money

Interests

Video Games, Reels, Movies, Food, Shopping

Shopping, Travel, Series, Movies

Food Preferences

Pizza, Burger, Brownies, Biryani, Cakes

KFC Chicken, Pizza, Burger, Paratha, Biryani, Thali, Chole Bhature, Desserts, Snacks, City Specials

How They Get Food

Campus Mess, Campus Food Courts, Delivery Apps

Self Cooking, Hired Cook, PG Food, Nearby Restaurants or Stalls, Delivery Apps

How They Know About Food Delivery Apps

Friends' Referral (Referral Program)

Friends' Suggestion (Word of Mouth)

When They Started Using Food Delivery Apps

While at Campus

When New to the City

Average Order Value (Swiggy Food)

INR 180

INR 220

Order Frequency (Swiggy Food)

4-5 per Week

3 per Week

Segmentation ( ICP Based )

Selection of Engagement Framework

Framework	Selection	Reason
Frequency	Primary	1. People eat every day. Swiggy's goal is to develop a habit-forming product, ensuring customers consistently choose it for their food orders by offering significant value.An increase in order frequency indicates the development of a habit around the product. This helps Swiggy gain better insights into customer preferences and food interests, allowing for more personalized food recommendations. Swiggy faces intense competition, with many customers switching between platforms. Frequent orders can build loyalty, which is crucial for Swiggy at this stage. Breadth (Secondary): Swiggy can serve not only those who order ready-to-eat food but also those who need groceries or essentials for home-cooked meals. Instamart meets these needs. Swiggy can cater to individuals who prefer dining out by allowing them to reserve tables from home and access special offers or discounts through Swiggy Dine-out. Depth (Time or Money): Increasing the order value or time spent on Swiggy doesn't necessarily enhance the customer experience. Additionally, there's a limit to how much one can increase order value. Pushing beyond this limit is not beneficial, making this metric less relevant for engagement.

Framework

Selection

Reason

Frequency

Primary

1. People eat every day. Swiggy's goal is to develop a habit-forming product, ensuring customers consistently choose it for their food orders by offering significant value.An increase in order frequency indicates the development of a habit around the product. This helps Swiggy gain better insights into customer preferences and food interests, allowing for more personalized food recommendations.

Swiggy faces intense competition, with many customers switching between platforms. Frequent orders can build loyalty, which is crucial for Swiggy at this stage.

Breadth (Secondary):

Swiggy can serve not only those who order ready-to-eat food but also those who need groceries or essentials for home-cooked meals. Instamart meets these needs.
Swiggy can cater to individuals who prefer dining out by allowing them to reserve tables from home and access special offers or discounts through Swiggy Dine-out.

Depth (Time or Money): Increasing the order value or time spent on Swiggy doesn't necessarily enhance the customer experience. Additionally, there's a limit to how much one can increase order value. Pushing beyond this limit is not beneficial, making this metric less relevant for engagement.

Campaign	Daily Delight

Strategy Title	Daily Delight

Goal	Foster daily ordering habits (Casual to Core)

Focused ICPs	All ICPs

User Behavior	Uses Swiggy initially for first-order discounts; Switches between food apps for better deals; Compares prices across multiple restaurants; Searches for coupons; Orders from nearby restaurants to save on delivery fees; Spends significant time browsing for cheaper options; Uses filters for higher discounts.

Pitch/Content	Keep the streak alive! Order daily and unlock exclusive rewards!

Offer	Stage 1: Order 1 meal -> Get 50% OFF on next meal. Stage 2: Order 3 meals -> Get 1 meal free. Stage 3: Order 7 meals -> Get 2 meals free. Stage 4: Maintain a 30-day streak -> Get a week's worth of meals free.

Channel	Push notifications, In-app notifications

Frequency & Timing	Push notifications, Daily reminders at meal times; In-app notifications/banner after placing an order; Notifications when opening the app for the next order.

Success Metrics	Length of maintained streaks, increase in daily orders.

Ramp-up Milestones	5-day streak, 10-day streak, 15-day streak, etc.

Reasons Why It Will Work	Gamifies the ordering experience, creating a compelling reason to order daily.

Proposed Flow	Order placement -> Streak count update -> Daily reminders.

Campaign	Swiggy Plus Trial
Strategy Title	Dive into the Swiggy Plus Experience
Goal	Introduce users to Swiggy Plus benefits; encourage trial at minimal cost (Core to Power).
Focused ICPs	All ICPs
User Behavior	Doesn't have Swiggy Plus; Compares food prices across multiple restaurants; Searches for top-rated food but abandons cart if delivery fee is high; Uses Instamart for groceries/drinks/home essentials; Checks food during surge periods/rainy conditions but abandons cart if delivery availability is low; AOV is more than INR 180; Expects faster delivery; Orders more from specific restaurants.
Pitch/Content	Unlock a world of exclusive benefits with Swiggy Plus! Try for 15 days at just INR 49. Experience the best of Swiggy.
Offer	15-day trial for INR 49; All current Swiggy Plus benefits.
Channel	In-app, Email, Social Media (Instagram, Facebook, YouTube), Influencer Collaborations, Push notifications.
Frequency & Timing	At the checkout page (showing the benefits); Notifications during surge periods & rainy conditions; In-app banners (when opening the app); Push notifications; Ads.
Success Metrics	Sign-ups for trial; Conversion to full-time subscribers; Order frequency increase; Engagement with offers.
Ramp-up Milestones	10,000 sign-ups in 48 hours; 50,000 sign-ups in a week; 20% conversion post-trial.
Reasons Why It Will Work	Low entry cost; High value proposition; Premium experience taste.

Campaign	Swiggy Spin & Win
Strategy Title	Swiggy Spin & Win
Goal	Engage users with a chance to win variable rewards with every order (Casual to Core).
Focused ICPs	College Companion, Urban Foodie
User Behavior	Uses Swiggy initially for first-order discounts; Switches between food apps for better deals; Compares prices across multiple restaurants; Searches for coupons; Orders from nearby restaurants to save on delivery fees; Spends significant time browsing for cheaper options; Uses filters for higher discounts; Adds extra items if delivery fee is reduced for large value carts; Refers friends for discounts.
Pitch/Content	Every meal comes with a thrill! Spin the wheel with every order and win big!
Offer	A digital spin wheel offering various rewards like discounts, free items, or loyalty points.
Channel	In-app notifications, Push notifications
Frequency & Timing	With every order placed at checkout page.
Success Metrics	Engagement rate with the spin wheel, repeat orders.
Ramp-up Milestones	10 spins, 50 spins, 100 spins.
Reasons Why It Will Work	The unpredictability of rewards and offers will keep users coming back. People value offers and cashback, this will give them incentives for every order they place.
Proposed Flow	Order confirmation -> Spin wheel access -> Claiming reward.

Campaign	Swiggy Flavor Quest
Strategy Title	Swiggy Flavor Quest
Goal	Encourage users to try new dishes from different cuisines (Core to Power).
Focused ICPs	Urban Foodie, College Companion
User Behavior	Uses the WhatToEat feature; Spends a lot of time scrolling for food items; Opens multiple food categories and restaurants; Uses filters; Scrolls through offers; Craves food but is unsure what to eat.
Pitch/Content	Don't know what to eat? Let Swiggy pick a dish for you!
Offer	Users pay a fixed amount, and Swiggy shows options/delivers a random dish from a top-rated restaurant.
Channel	In-app notifications/banners, Push notifications
Frequency & Timing	In-app popup when checking multiple food items; In-app popup when spending more time on scrolling; Bi-weekly promotions (Push notifications).
Success Metrics	Participation rate, feedback on dishes received.
Ramp-up Milestones	5 roulette orders, 10 roulette orders.
Reasons Why It Will Work	The surprise element and the chance to discover a new favorite dish.
Proposed Flow	Opting for Flavor Quest -> Payment -> Surprise dish delivery.

#- Orders twice a week minimum

Cravings are high during nights
Orders same food items
Orders snacks/junk food & fast food
Opens the app during night
Can’t go outside for food
No nearby restaurants/food stalls | | Pitch/Content | "Take a study break with Swiggy! Scratch and see what treat awaits you." | | Offer | Digital scratch card offering rewards like discounts, free study snacks (Instamart), or Swiggy One memberships with every order during typical study hours. | | Channel to promote | In-app notifications/scratch cards, Push notifications | | Frequency & Timing | During peak study hours (e.g., 7 pm - 2 am) and exam seasons. | | Success metrics to track | Engagement rate with the scratch card, repeat orders during study hours. | | Ramp-up milestones | 5 scratch cards revealed, 10 scratch cards revealed. | | Reasons why it will work | Students often crave snacks during late-night study sessions. This campaign directly addresses their need for quick, affordable, and tasty study snacks. | | Proposed flow | Order during study hours -> Receive digital scratch card -> Scratch and reveal reward -> Apply reward on next order. |

Product Hook : Swiggy’s Elite Eats

Strategy Title	Swiggy's Elite Eats
Goal	Engage users in a tiered badge system, incentivizing deeper engagement and loyalty.
Focused ICPs	All ICPs
Pitch/Content	"Join the Swiggy's Elite Eats! Unlock badges, earn amazing rewards, and become the ultimate Swiggy Star!"
Offer	Tiered rewards based on badge level (detailed below).
Channel to promote	In-app, Push notifications, In-app banners, Whatsapp messages & Social Media.
Frequency & Timing	- When app opened ( Badge progress shown )

When order placed ( Badge progress shown )
Reminders at typical order time ( Based on cohort ) | | Success metrics | Badge unlocks, progression rate, increased order frequency, and engagement across sub-products. | | Ramp-up milestones | 25% of active users achieving the "Swiggy Explorer" badge within the first month. | | Reasons it will work | Gamified experience, sense of achievement, and tailored rewards. | | Proposed flow | User starts at "Swiggy Starter" -> Completes challenges -> Progresses to next badge -> Continues journey to "Swiggy Star". |

Badge Levels & Rewards:

The badge level strategy has been meticulously crafted to cater to all Ideal Customer Profiles (ICPs) and address their specific Jobs to be done. This aims to bolster both engagement and retention with the app, emphasizing both frequency and breadth of interaction.

At its core, the proposed program is designed to recognize and reward loyal customers. Those who consistently engage with the app and make monetary investments are acknowledged with incremental offers corresponding to the value they bring ( # orders, #Spend money, #Feedbacks #Referrals ). This not only fosters a sense of appreciation but also encourages users to spend more, order more, knowing that their loyalty will be rewarded.

Furthermore, the badge program is instrumental in cultivating a habit around the app. It strategically nudges users through the engagement spectrum, transitioning them from casual users to core, and ultimately to power users. This progression ensures that users are consistently engaged, deriving maximum value from the platform.

Note: The strategy outlined here is conceptual and intended solely for assignment purposes. It has been formulated based on insights gathered from user calls, coupled with an analysis of Swiggy's current customer Lifetime Value (LTV) and the range of offers they extend.

First customer :

Unlock Criteria: Opens the App
Rewards: Free delivery & INR100 OFF on the first order.
Challenges: Place first order.

Swiggy Starter
- Unlock Criteria: First order on the app.
- Rewards: 50% off on the next order.
- Challenges: Place next order.
Swiggy Explorer
- Unlock Criteria: Complete Starter challenge.
- Rewards: ₹150 Swiggy credits & Free delivery on next order.
- Challenges: Try 3 different orders/cuisines/restaurants.
Swiggy Enthusiast
- Unlock Criteria: Complete Explorer challenges.
- Rewards: Buy 1 Get 1 Free on select restaurants for a week + 50% OFF on first two instamart orders.
- Challenges: Order from 7 different restaurants/food items.
Swiggy Pro
- Unlock Criteria: Complete Enthusiast challenges.
- Rewards: Priority delivery + ₹300 Swiggy credits + Free delivery on select restaurants for a week.
- Challenges: Spend ₹4000 in a month + Place 4 orders on instamart.
Swiggy Master
- Unlock Criteria: Complete Pro challenges.
- Rewards: Exclusive monthly gourmet box + Flat 15% off on all orders for a month + Free delivery on select restaurants for a 15 days.
- Challenges: Order 15 times in a month + 3 orders from Instamart ( in a moth ) or 1 order from dine-out & Genuine feedback on 10 orders.
Swiggy Star
- Unlock Criteria: Complete Master challenges.
- Rewards: Swiggy Star membership (offers 30% off on all orders & free delivery on select restaurants for 6 months & , *Customised SwiggyOne membership access for a fee ).
- Challenges: Maintain a monthly order frequency of 20+ for 2 consecutive months + engage with all sub-products.

Product Feature : Swiggy’s Order Mate ( Swiggy AI Bot )

Meet OrderMate, Swiggy's brand-new chatbot that's here to make your food ordering a breeze. Wondering what to eat? OrderMate has got you covered. It helps you pick, plan, and place your order for the best food in no time. It's like having a foodie friend in your pocket, ready to delight you every time you're hungry. Just ask, and OrderMate takes care of the rest. Say goodbye to scrolling through endless menus and hello to quick, personalized food ordering!

Sample mockup design:

Why this?

Reasons for Integrating Order Mate into Swiggy:

Our primary objective is to convert our causal/core users to the power users.
While core users frequently order a variety of food items, Swiggy aims to streamline their experience, ensuring they can effortlessly order personalized meals.
Browsing through numerous options, comparing prices across restaurants, and checking ratings can be time-consuming. Order Mate simplifies this process, delivering results in mere seconds.
With Order Mate, customers can swiftly determine their desired meal and proceed to checkout without delay.
Leveraging order history and customer preferences, Swiggy can now introduce users to a broader range of food items. This not only benefits our restaurant and cloud kitchen partners but also enhances the customer experience.
Order Mate empowers users to make restaurant reservations and order all their grocery essentials in an instant.
Planning weekly meals becomes a breeze with Order Mate. Users can share their meal plans, and Order Mate will promptly curate and add the necessary groceries and ingredients to the cart.
For our Campus Buddies (ICP 1), who often seek late-night snacks and are keen on availing offers, Order Mate tailors the best deals based on their specific requests.
Foodies in Town (ICP 2), who have a penchant for diverse cuisines and enjoy treating loved ones, no longer need to sift through multiple restaurants. By simply specifying the occasion, number of attendees, and any personal preferences, Order Mate will curate and order the perfect meal from nearby establishments.
Health enthusiasts (ICP 3) can now effortlessly order meals aligned with their dietary needs. By inputting their food type, calorie count, or specific diet preferences, Order Mate will recommend the most suitable healthy options.

By integrating Order Mate, Swiggy is not only enhancing the user experience but also ensuring that every meal ordered is a delightful one.

Example flow :

ICPs	User Prompts to OrderMate ( Based on JTBD )	OrderMate's Upselling/Cross-selling Suggestions
Campus Buddie	"I've got a late-night study session with friends. Need snacks for 5 of us within INR 700."
"I understand those late-night study cravings. How about a 'Study Night Combo' from 'Campus Crunchies'? It's filling and within your budget. Also, a pack of herbal tea from Instamart might help keep you all awake and focused."
	"It's my roommate's birthday tomorrow. Can you recommend a good cake shop nearby?"
"Birthdays are special! 'Happy Bakes' is known for its delightful chocolate truffle cake. And to make it more memorable, how about some birthday candles from Instamart?"
	"Hostel gates close in an hour. I need a quick meal. Any suggestions?"	"I get the rush! How about a 'Quick Meal Box' from 'FastFeast'? It's tasty and will reach you before the gates close. And maybe a refreshing juice from Instamart to quench your thirst?"
	"I'm in the mood for a pizza. Are there any offers going on?"	"Pizza cravings, I get it! 'Pizza Hub' has a 'Buy 1 Get 1' offer right now. And if you're in the mood, how about some healthy salad from Instamart to balance it out?"
	"We're planning a movie night in the dorm. What's a good snack combo for a group?"	"Movie nights are the best! How about a 'Movie Munchies Combo' from 'Snack Fiesta'? And to make it complete, maybe some popcorn and a pack of healthy nuts from Instamart?"
Foodie in Town	"Just got back from work and I'm exhausted. I'm craving some comfort food, maybe something with chicken?"	"After a tiring day, you deserve a treat. How about the 'Creamy Chicken Alfredo Pasta' from 'Urban Delights'? And to hydrate, a refreshing coconut water from Instamart?"
	"Planning a movie night with friends this weekend. Need snacks and a main course for 4. Budget is INR 1200."	"For your movie night, I'd suggest a combo from 'Snack Fiesta' and a biryani deal from 'City Biryani'. And since it's a special night, how about some gourmet ice cream from Instamart?"
	"My cook's on leave today. Can you suggest a wholesome meal for lunch?"	"When the cook's away, Swiggy's here to save the day! How about a 'Lunch Special Thali' from 'Daily Delish'?”
	"It's been a long week. I want to treat myself to some good dessert. Recommendations?"	"You've earned that treat! How about a 'Blueberry Cheesecake' from 'Sweet Indulgence'? And to make it extra special, a gourmet coffee blend from Instamart?"
Health Conscious	"I've been eating healthy all week. I want to indulge a bit this weekend. Any suggestions for a cheat meal that's not too heavy?"	1. "Balancing health and indulgence can be tricky. How about the 'Grilled Chicken Avocado Wrap' from 'Healthy Treats'? It's a treat without the guilt. And to drink, a green detox smoothie from Instamart?"
	"I'm looking for a new healthy dish to try for dinner. Maybe something with quinoa or avocado?"	"Exploring new healthy dishes is exciting! 'Green Gourmet' has a 'Quinoa & Avocado Salad'. And to enhance the experience, how about a kombucha from Instamart?"
	"I've been feeling a bit under the weather. Can you recommend some light and nutritious soups?"	"I hope you feel better soon. 'Soulful Soups' has a 'Healing Broth' that might help. And to boost your immunity, how about a vitamin C pack from Instamart?"
	"I'm allowing myself a cheat meal this weekend. Any indulgent yet slightly healthy options?"	"A little indulgence is good for the soul! How about 'Oven-Baked Fish and Chips' from 'Balanced Bites'? It's a treat with a healthy twist. And to drink, a low-calorie fizzy drink from Instamart?"
	"I want to try a new healthy breakfast option. Any suggestions?"	"Starting the day right is important! How about a 'Chia Seed and Berry Smoothie Bowl' from 'Morning Greens'? And to sweeten, some organic honey from Instamart