📖 Define

What is Swiggy?

Swiggy is a popular online food ordering and delivery platform in India. It operates in over 500 cities across the country and offers a wide variety of food options from restaurants, cafes, and street food vendors. Swiggy also has its own grocery delivery service called Swiggy Instamart, which delivers groceries to your doorstep in as little as 15 minutes. In addition, Swiggy Dineout offers discounts on dining out at over 18,000 restaurants across 34 cities. Swiggy Genie is a hyperlocal delivery service that can pick up or deliver anything in your city, including documents, packages, food items, medicines, and more.

Here are some of the things you can do with Swiggy:

• Order food from your favourite e restaurants
• Get groceries delivered to your doorstep in as little as 15 minutes with Swiggy Instamart
• Save money on dining out with Swiggy Dine Out
• Get anything delivered in your city with Swiggy Genie
  
  

🎯 Segment

Who's an active user of Swiggy?

A user is considered active if they order food or groceries using the Swiggy app.

Additionally,

• Order frequently
• Spend more money per order
• Spend a lot of time on the Swiggy app
• Explore different restaurants and cuisines

• Give positive feedback
• Join Swiggy One 
  
  Frequency of Swiggy, Dine Out, Genie and Instamart
  

Engagement Framework Selection
The Engagement Framework has been selected as per the data points generated from user research.

Segmentation ➗

✅ ICP Based

✅ Power/Core/Casual

Casual users make an order from Instamart or Dine Out every month so for these calculations we have considered their Frequency as Zero.


💰 Revenue Based

Casual users make an order from Instamart or Dine Out every month so for these calculations we have considered their Frequency as Zero.

Engagement Campaigns🪝

Campaign Name	Free Delivery Fridays	Weekend Treats	Swiggy Stamps	Swiggy One Free Trial	Swiggy Spin
Product	Instamart and Food Delivery	Food Delivery	Instamart and Food Delivery	All	Food Delivery
Segmentation type of the user	Casual & Core	Everyone	Casual & Core	Casual & Core	Everyone
Goal of the campaign	More orders on Fridays	Increase AOV on weekends	To Increase the Order Frequency of the users and get them into a habit of ordering from swiggy.	To Increase the Swiggy One Users	To Increase the Order Frequency of the users and get them into a habit of ordering from swiggy.
Pitch/Content	Get Free Delivery on orders above INR 99 on fridays	Enjoy 20% off on your order this weekend. Offer valid for Limited Time.	Increase discounts with every purchase! Get Swiggy one for free!	You're the chosen one! Now you're a Swiggy One User, Enjoy Free Deliveries and special discounts on your order	Spin the Wheel with Swiggy!
Channel	App Notifications & Email	App Notifications & Email,Continued comms on social media	App Notifications & Email,Continued comms on social media	App Notifications & Email	App Notifications & Email,Continued comms on social media
Offer	Free Delivery on orders above INR99 Fridays (Valid one time for one user)	20% off on the order for weekend(Valid one time for one user)	Get Swiggy one for free!	Experience the Swiggy One Membership for a week without any cost	A digital spin wheel offering various rewards like discounts with different resturants.
Frequency	Every Friday( for 2 weeks)	Every weekend( for 3 weeks)	From starting of the month for 12 Days	For 7 Days	For 7 Days
Timing	During After Noon	Saturday & Sunday	No Timing	No Timing	Mid Month
Success metrics	Number of orders on Friday	Number of orders on Weekends and increase in AOV over the weekends.	Number of orders Increased	Number of orders Increased, Increase in purchases of Swiggy One Memberships	Number of orders Increased
Reason	Allows users to try out the offerings that Swiggy has and allows for them to explore without high committment.	To increase the order value and motivate users to spend more during weekends	Users will have to make 5 orders be it on Genie, Food Delivery, Dineout or Instamart within the span of 12 days, With each order they'll get a scratch card- Order 1- 10% off, Order 2- BOGO Buy one get one offer, Order 3- Better Luck Next Time, Order 4- Free delivery no minimum cart value, Order 5- Swiggy One for 1 month. This will build some excitement and give dopamine to the users to get a Swiggy One Membership for free.	Once the users have experienced the benefits and they'll be habitual to not paying any delivery charges and also getting additional discounts while being a swiggy one user they'll be more likely to buy it.	By introducing an element of gamification and excitement with the spin wheel, Swiggy can encourage users to try new restaurants and order more frequently. The wheel can offer a variety of rewards, such as discounts, freebies, and even Swiggy One memberships, to keep users engaged and coming back for more. By increasing order frequency, Swiggy can ultimately increase its revenue and customer base.

Retention
Bird's eye View


Possible Reasons :

1. Swiggy has Instamart integrated within its single app, allowing users to access either of those products. Additionally, Swiggy offers other sub-products like Dine-out and Genie. Even though the usage of these products is lower compared to Swiggy Food and Instamart, there's a high probability that people will explore these options when they're all housed in one app.
2. Swiggy's retention rate is high due to its superior customer support and consistent delivery availability, even during peak times.
3. Swiggy's retention curve flattens after the first day of usage because it primarily offers significant discounts to first-time users. After that initial incentive, there isn't much encouragement for continued use.
   
   Microscopic View
   Which ICPs drive the best retention?
   ICP 3>> ICP 2>> ICP 1
   ICP 3- Power User (Lucky)
   
   High Frequency of Use: Lucky's frequent use of the app indicates a strong reliance on Swiggy for their food delivery needs. This habitual usage makes them less likely to switch to alternative platforms.
   
   Brand Loyalty: Lucky's loyalty to Swiggy suggests a strong emotional attachment to the brand. This loyalty makes them less susceptible to competitor offerings.
   

ICP 2- Core User (Arjun)

• High Reliance: Arjun's dependence on Swiggy due to work or personal factors makes them less likely to seek out alternatives. This necessity ensures their continued usage.
• Value Consciousness: Arjun's appreciation for discounts and promotions reinforces their positive perception of Swiggy's value proposition. This value perception encourages continued patronage.
  

ICP 1- Casual User (Rahul)

Occasional Usage: Rahul's regular usage of the app, even if not as frequent as Lucky's, indicates a habit of using Swiggy for food delivery. This habit makes them less likely to switch to alternatives.

Variety Seeking: Lucky's enjoyment of exploring new restaurants and cuisines through the app suggests a deep engagement with Swiggy's offerings. This engagement keeps them interested and coming back for more.

What channels drive retention for Swiggy?

Push notifications: These customized push notifications are designed to grab users' attention and drive sales. Tailored to each individual's ordering patterns, they often trigger cravings and lead to late-night snack orders. Users confess that the playful and timely notifications often hit the spot, capitalizing on their established ordering habits

Emails: Swiggy sends you emails with special offers and discounts to encourage you to order from them more often. These emails are based on your past orders, so they show you things you've liked before and new things you might like. They also remind you of your favorite restaurants and let you know about new ones nearby. So, if you love food and want to save money, check your Swiggy emails regularly!


Social Media: Swiggy's A Game content game is like having a fun conversation with your foodie or non foodie friends. They're full of relatable memes, mouthwatering food pictures, and exciting contests that keep you hooked and coming back for more. It's a treat to the eyes and the mind.

Reasons to Churn

Voluntary Churn

• Poor Value: If Swiggy's offers and pricing are not competitive enough compared to competitors or other food delivery platforms, users may switch to a different platform.
• Bad Experience: If Swiggy's app or the overall delivery process is frustrating or unreliable, users may lose patience and switch to a different platform. This includes issues such as delayed or incomplete deliveries, unresponsive customer support, and problems with the app's functionality.
• Poor Food Quality: If the food ordered is consistently bad, users may lose faith in Swiggy and switch to a platform that delivers better meals.
• Payment Issues: If users encounter problems with payment, such as money getting stuck at the gateway or hidden costs that are not clearly communicated, they may be less likely to use Swiggy again.
• Poor Support: If customer support is unhelpful or unresponsive, users may feel frustrated and decide to try a different platform.
  

Involuntary Churn

• Limited Availability: If a user's favorite restaurants are not available on Swiggy or if the platform cannot deliver to their area, they may be forced to switch to a competitor.
• Poor Network Coverage: If users have poor internet connectivity, they may experience difficulties using the Swiggy app.
• Limited Payment Options: If Swiggy does not support the preferred payment method of a particular customer, they may be forced to switch to a competitor.
• Seasonal Fluctuations: During certain periods, such as holidays or festivals, users may be less likely to order food delivery, reducing their reliance on Swiggy.
• Lifestyle Changes: Changes in lifestyle, such as a focus on health or a shift towards home cooking, can also lead to churn.
  
  
  Negative Actions
  
  

  Direct Negative Actions	Indirect Negative Actions
  Customer Support Tickets	Drop in AOV
  Negative reviews online	Drop in frequency of orders
  Negative Social media posts/ stories especially escalations	Drop in time spent on app
  Drop in NPS/ CSAT	Gap in recency of orders placed

💡 Resurrection Campaigns

Campaign Name	Home is when you're with Us!	On time or we pay!	Get 20% off on your next order.	Swiggy One at 199INR
Type of user	Churned	At Risk	At Risk	Churned User
Product	Food Delivery	Instamart	Food Delivery	All
Segmentation type of the user	User has been churned and moved to Competitor App for better discounts and low delivery charge.	User who received late delivery on Instamart and is at risk.	User who has abandoned the cart for 2 weeks but haven't places an order.	User who has not repurchased the swiggy one membership after it expired.
Goal of the campaign	The goal is to get the user back to swiggy and start ordering again.	The goal is to let the customer experience a good delivery experience after a bad when which put them to risk	The goal is to wake the user who has gone to hibernation mode and make them place an order on swiggy.	The goal is to get the user to be a swiggy one member
Pitch/Content	It's time to come home, we know you miss us! Your next 5 delivery charges are on us.	On time delivery or free order.	Get 20% off on your next order today. Place order now!	Get your Swiggy One membership now at 199 INR, we hope you miss us cause we miss you alot!
Channel	Push notifations, Emails, Whatsapp	Banner, Push notifations, Emails, Whatsapp	Push notifations, Emails, Whatsapp	Banner, Push notifations, Emails, Whatsapp
Offer	Next 5 deliveries free	On time delivery or free order.	20% off on the order.	Swiggy One Membership at 199INR
Frequency	3 times	4 Times until they place an order after a bad experience	2 Times until they place an order after adding it to the cart.	3 times
Timing	Every 40 days	If they're on swiggy but haven't opened instamart.	In a difference of 2 weeks	In a difference of 2 weeks
Success metrics	If a user places 3 orders after seeing this campaign and retains on the platform	If a user places an Instamart order after engaging with the campaign.	If a user places an order after engaging with the campaign.	If a user purchases the membership after engaging with the campaign.

Feeling Hungry? Craving something sweet? or Craving a smoke?

Order from Swiggy Now! 🍲 🍔

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