Gourmet Garden- E & R Project

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Gourmet Garden- E & R Project

Gourmet Garden- D2C app to order Fruits and Vegies

About Gourmet Garden:

You are what you eat. But most produce is grown and ripened using a ton of chemicals, using harmful waters, toxins and heavy metals into the produce. Organically grown produce is an alternative but trust on organic claim is low due to prevalent malpractices. It is difficult to purchase natures’ basic offering- safe fruits and vegetables.

Gourmet Garden grows Naturoponic and organic fruits and veggies in specially engineered greenhouses. The produce is 100% free of chemicals and pesticide free. With a wide assortment of produce, spices, breads and cheese, Gourmet Garden guarantee food safety.

Further, Gourmet Garden delivers the orders to its customer door steps within 24 hours- ensuring freshest, juiciest and crunchiest produce one can get no where else. Over 1 lakh families experience

the Gourmet Garden difference by placing orders through the app.

Selection criteria- Gourmet garden is a series A funded startup ($8.3 mil funded) with over 100K+ app

downloads, 75%+ repeat customers, functional in 4 cities and is operational for over 4 years. These facts assure that there is a strong PMF for Gourmet garden.

Core Value Proposition:

Serving as a one stop shop for every family's fresh produce needs, Gourmet Garden offers the following value to its users-

Convenience- Gourmet Garden lets the customer choose the quantity and assortment at the comfort of the customer's house through its app. Once the order is placed, they offer home delivery of produce in the 4 major Southern Cities in 24- 48 hours in the slot of choice of the customer.
Freshness- Gourmet garden harvest the crop only after the customer places an order, ensuring freshness, retention of taste and controlling ripeness.
High Quality produce- Their produce is either grown in self operated greenhouses in the naturoponic way or sourced from organic produce farmers. They use no pesticides or chemicals on the produce at any stage. This is significantly more important as organic produce available through most stores have notoriously been known to have forged organic claims to reap higher margins.
Range- They have all the standard fruit and vegetables ensuring they offer the complete basket for its customers through a single channel. They also have exotic fruits and vegetables which are hard to find in the market. Finally, they even have a cut vegetable section that lets customer order regular use vegetables that are precut and packed hygienically.
Variety- Complimentary non-branded products such as pulses, oils, spices, cheese and bakery items which are typically lacking trust are also sold by them. All this variety are also grown and produced chemical free.

User Experience and Natural Frequency:

User Experience:

In App- The user is able to select and order the produce in the app according to his/her necessity and opt for a delivery slot which is most convenient. Further the payment is digital, reducing the hustle required to pay with cash upon delivery.
Post order- The user gets the ordered produce delivered to their doorstep by a delivery agent in the chosen slot. The customer gets to experience and consume fresh and highest quality produce.
When more such orders are placed, there is better data available with gourmet garden on what the consumption practices are and hence better recommendations along with timely reminders help the consumer better experience the value proposition of gourmet garden.

Natural Frequency:

Type of User	Natural Frequency Bucket	Frequency/ bucket
Casual	Quarterly	2 times
Core	Monthly	2 times
Power	Weekly	2 times

Sub Products:

1) Gourmet Garden Wallet- Lets you top up on the app's wallet that can help in quick checkouts, reducing the hassle of needing to do payments every time there is a purchase. Further, an avenue to earn reward points and referral bonus.

Natural Frequency-

Type of User	Natural Frequency Bucket	Frequency/ bucket
Casual	Yearly	1 time
Core	Quarterly	1 time
Power	Monthly	1 time

2) Packaging recycling- Lets the customer return the high quality packaging that comes with the produce so that it can be reused/recycled.

Natural Frequency-

Type of User	Natural Frequency Bucket	Frequency/ bucket
Casual	Quarterly	1 time
Core	Monthly	1 time
Power	Weekly	1 time

Engagement Framework:

Engagement Framework	Key Tracking Metric	Priority	Rationale
Frequency	No. of orders of produce that are placed on the app and fulfilled.	Primary	Frequency essentially indicates weather the customer is using the value proposition Given the perishable nature of the business, it is essential to hook the customer to order as frequently as possible.
Breadth	No of SKUs ordered and spread across the different categories on the app	Secondary	Buying more variety of vegetables and fruits indicates good health of customers. This means that the customers are buying everything from the platform and not just the produce that is cheep. Buying everything from one platform ensures stickiness and higher switching costs to customers. Buying across categories such as oils and cheese also increases AOV and ensures cross-selling higher margin products.
Depth	Average order value and monthly spend on the platform	Tertiary	Though AOV and Monthly spend is very important for business health, optimizing for AOV will let customers order in bulk, which again takes away the value prop of the platform to eat fresh. Monthly spend is a key metric and is hence given the 3rd preference. As gourmet garden is in the growth stage, aggressive expansion and retention would be a higher priority.

Based on the Engagement framework, Frequency is the highest priority for Gourmet Garden followed by Breadth and Depth respectively.

Active user:

As the core value proposition of Gourmet Garden is to offer door delivery of fresh produce, an active user is defined as someone who has placed an order on the app, received the produce delivery and did not place any returns of the produce.

Natural Frequency for an active user: As the purchase of grocery is a regular process, given that the purchases should happen once a week or at-least once every 15 days, we can define the natural frequency of an active user to be once in every fortnight.

Other good to track metrics to better understand active users can be -

Average no of SKU's in the basket (higher the better)
Average basket size of fruits to vegetables (70% vegetables vs 30% fruits to ensure healthy customer purchasing habits)
% of payments from wallet
Time spent on surfing the app
Adding out of stock items to notify list

Segmentation:

ICP Based Segmentation:

	ICP-1	ICP-2	ICP- 3	ICP-4	ICP-5
ICP Name	Supermom Shreya	Healthy-bee Harini	Caring Husband- Charan	Fearless Father- Faran	Graceful Grandma- Gayatri
Short description	New age mom with 2 children under the age of 10	A working young professional who is concious of what she eats	A newly married husband that purchases F&V for his household	A father of two teens who is working and buying groceries on his way	A grandmother who lives with her husband and has occasional guests
Age	35-45	25-30	30-35	48-60	60-80
Gender	Female	Female	Male	Male	Female
Occupation	Salaried/Self Employed/ Home maker	Salaried/ Self Employed	Salaried/ Self Employed	Self Employed/ Salaried	Retired
Income Levels (house)	>1.5L /mo	>1L/mo	>2L/mo	>75L/mo	>30K/mo
Relationship Status	Married with Kids	Single	Married	Married with kids	Married with Kids/ Grandkids
Lives with	Husband, Kids, Parents/ In-laws	Parents / roommates	Partner	Wife and kids	Husband
Housing Types	Gated communities/ Villas/ housing societies	Gated communities/ Societies/ Long stays	Gated communities/ affluent areas	Residential colonies/ Societies	Retirement colonies/ Villas/ Societies
Urban/Rural	Tier-1	Tier-1	Tier-1	Tier-1	Tier-1
Where do they spend time?	Works max 50hr/wk Running the house Family bonding activities Kitty parties	Works 50-70hr/wk Gym/Exercises Roommates/ friends Hobbies	Works 50-70hr/wk Gym/sports Friends and socializing Family, Friends/ Hobbies	Works 50-60hr/wk grocery shopping and household chores Social/ Socio-political activities	Grocery shopping Kitty parties Occasional visits to relatives/ kids houses places of worship
Who cooks?	cook/Self	cook/ seldom self	cook/ partner	partner	self
Pain points	Endlessly searching for the best quality of produce to feed the family, especially kids Has a hard time finding highly fresh produce. Scared of toxins and methodology of growing regular Fruits and vegetables	Has a light highly nutritious diet but faces difficulty in procuring fresh greens Crunched for time to shop in physical stores Cutting vegetables is a time taking process- prefers buying cut vegetables	Has no idea how to choose produce but has to buy for the house Is concerned about the news of increasing toxins in produce Crunched for time to shop in physical stores Finds it difficult to find gourmet vegetables outside	Wants value for money and good quality. Reliable source for variety Purchasing in stores is a repetitive process needing multiple visits due to availability/ quality issues	Traveling to and back from stores is painstaking and often requires assistance Financial literacy is an issue and often more comfortable transacting in cash Wants to have a look and feel to decide what to purchase
Current Solution	Physical F&V stores Big Basket Local farmer's markets	Big Basket Quick Commerce Physical F&V stores	Quick Commerce Big Basket	Produce stores Local farmer's markets	Nearest Supermart/ produce stores Local farmer's markets
How often do they buy?	6-8 times a month	4 times a month	3 times a month	4 times a month	3-5 times a month
Value Time or Money?	Money	Time	Time	Money	Money
What do they care about most?	Quality	Freshness	Convenience	Value for money	Ease of purchase
Other apps they use	E-Commerce (Flipkart, Myntra, Urban Ladder, Nykaa) OTT & Instagram (YT, FB, IG) Healthyfyme	Fitness apps Dating apps E-com (Nykaa, Myntra) OTT & Social Media (IG) Meat, Pharma (Licious, 1mg) Cult	Fitness apps Fintech apps E-Com & Quick commerce (Myntra, Zepto) Social Media (IG & YT) Meat, Pharma (Licious, 1mg)	News E-com (Flipkart, AJio) Social media (YT and FB)	News Social media (YT, Whatsapp) Mobility (Uber) Banking apps

Usage/ Frequency based Segmentation:

Type of User	Casual	Core	Power
Frequency	Once a month	Once a fortnight	Once a week
Categories ordered	Vegetables	Vegetables and Fruits	Vegetables, Fruits and at-least one of the other categories
Wallet use	Never	Once a month	Twice a month
Returns rate	<20%	<10%	<5%
AOV	RS 300	RS 400	RS 500
Average time on platform before churn	12 months	15 months	18 months
Monthly Revenue	Rs 300	Rs 800	Rs 2000
LTV (frequency/month * AOV * retention)	1 * 300 * 12 = Rs 3600	2 * 400 * 15 = Rs 12000	4 * 500 * 18 = Rs 36000
User Behavior	Individual user who cooks exotic meals and orders just those from the platform	A high earning individual who is conscious of his/her health and uses app for ordering produce regularly	A family head who prioritizes health of the family members and purchases across categories from the platform for the whole family.
Top competitors	Local supermarket, big-basket	Quick commerce and big-basket	Plukk, gourmet garden and high end supermarkets.

RFM Segmentation:

Types of Users	Recency	Frequency	Monetary
Champion	Last week	Weekly	High
Loyalists	7-30 days	Weekly	High
Cannot Loose	30-60 days	Weekly	High
Potential Loyalists	Last week	Biweekly	High
Needs Attention	7-30 days	Biweekly	Medium
At Risk	30-60days	Biweekly	Low
New customers	Last week	Monthly	Medium
Promising	7-30	Monthly	Medium
Hibernation	30-60	Monthly	Low

Engagement Campaign:

Engagement framework selection and rationale:

Engagement Framework	Key Tracking Metrics	Selected?	Rationale
Frequency	Orders placed and delivered in a month using the app	Yes	To be a power user of the platform, one has to order produce every week and hence driving the frequency is the highest priority
Breadth	No of SKUs ordered and no of categoreis	Partially yes	To keep the user loyal and reliant, he/she should order all their needs on the app and hence the higher SKU and purchase across categories is a good metric to promote.
Depth	Average order value and monthly spend on the platform	No	AOV and monthly spend will be the wrong metric to chase as the user could be a single person ordering lower quantities but ordering everything he/she needs from the app.

Frequency of purchase seems to be the best metric to promote followed by the metric of breadth i.e. SKU count. This ensures that the customers orders everything from the platform and also the platform to suggest the most idle recommendations to the customer based on his purchasing habits. Further, purchasing more often and across categories can be incentivized through free deliveries and wallet reward points.

Based on the above framework, we are using following parameters

Frequency = X times in Y time = 1 order/ week irrespective of the transaction value (Habit Building)
Breadth = X SKU purchased in Y orders = 30 SKU ordered / 4 orders (Stickiness and Share of wallet capture)

Campaigns:

User Segment	Power Frequency	Core Frequency	Core Breadth	Core Breadth
ICP match	ICP-1 Supermom Shreya	ICP 2 - Healthy bee Harini	ICP 3- Caring Husband- Charan	ICP 5- Graceful Grandma- Gayatri
Major Pain Points	Price sensitive Not sure of quality Needs all variety	Needs variety Crunched for time Need cut vegetables	Needs chosen and sorted produce Is concerned about the news of increasing toxins in produce Crunched for time Finds it difficult to find gourmet vegetables outside	Traveling to and back from stores is painstaking and often requires assistance Financial literacy is an issue Wants to have a look and feel and likes returns
Gourmet Garden's solution (Value prop to user)	Fresh Produce Door delivered Cheep prices	Wide vareity Cut vegetables Door delivered	Sorted quality produce Door delivered Autosuggested reordering mechanism	cheep prices door delivered easy returns
Goal	Increase the no of SKU's purchased on platform to 30/ month	Increase SKU's to 30/ month and orders to 4/month	Increase the orders to 4/month	Increase orders to 4/month
Pitch	You are our valued customer ordering everyweek. Thankyou. We would like to show our gratitude by sending you XXX (products/SKU not ordered) at a 30% discounted price with your next order	Hey, we want you to eat fresh and thats why, when you order from us every week, you get a cashback of Rs 50 per order. We would also like to show our gratitude by sending you XXX (products/SKU not ordered) at a 30% discounted price with your next order	hello, we want you to eat fresh and thats why, when you order from us every week, you get a cashback of Rs 50 per order. And whats best- preselect your items and we deliver the same to you every week.	Greetings! we want you to eat fresh and thats why, when you order from us every week, you get a cashback of Rs 50 per order. If you dont like what you get, the returns are easy and you get back all your cash in 3 days.
Channel	WhatsApp, push notifications, and YT ads	WhatsApp, push notifications and IG ads	WhatsApp, push notifications and IG ads	SMS, WhatsApp and Facebook ads
Offer	XX item at 30% off	XX item at 30% off and Rs 50 per order cashback	XX item at 30% off and Rs 50 per order cashback	Rs 50 per order cashback
Why this campaign	Users in this segment use multiple avenues to buy produce. Cross selling enables them to buy all the things on the platform itself.	Users in this segmet are stocking once in 15 days so more frequency will help them buy more on the platform.	Users in this segment buy once in 15 days and also are not buying across categories. Need to push both frequency and Breadth	To increase depth of engagement, these campaigns will provide bundled discounts which will prompt the user to buy more items to get higher cumulative discount. This will work because to chase the offer, user will spend more time on the app leading to higher order value.
Frequency	Bi-Weekly	Twice / week	Bi-Weekly on Weekday	Weekly on Weekends
Timing	7 - 10 pm	6 - 11 PM	6 - 11 PM	3 PM - 11 PM
Success Metrics	SKU placed /quarter	Orders placed /month	Number of categories	SKU placed /quarter
Other metrics to track	Number of orders/ month Average order values Wallet recharge	SKU placed/ quarter Categories ordered/month NPS scores	Number of orders/ month Wallet recharge	Delivery rate/ month (i.e. returns rate) NPS Rating No of orders/month

Product Hook:

Campaign	Complete your kitchen	Order from one place- always
Target Segment	ICP 1 & 2	ICP 3 & 4
Goal	Increase basket variety for the users to include more variety of produce and purchase across other categories.	Increase the frequency of purchase such that they rely on Gourmet garden for all their weekly groceries
Pitch/Content	"Compliment your vegetables with chemical free with a wide variety of (fruits/cheese/oils/pulses) "	"Ordering with us weekly so you can save plenty"
Channel	Whatsapp, Push notification & In-app	SMS, Whatsapp & Push notification
Offer	Discount on complimentary products for the first time (upto 30% off) till habit is formed.	Streaks of weekly purchasing that gets a cashback into the wallet. (Rs 100,50 alternating for every week)
Frequency/ Touchpoint	Twice a week- Wednesday 11am and Saturday 10am (usual buying time for the customer of this ICP)	Thrice a week- Wednesday 10am, Friday 3pm and Sunday 8am (usual buying time for the customer of this ICP)
Success Metrics	Increasing the average SKU count per order and across time. Increased purchasing category count	Increased frequency of purchase to weekly Increased NPS score from customers
Check Metrics	NPS Scores, reorder frequency of same items	Customer complaints resolutions, SKU across categories.

Retention:

Bird's eye view:

Gourmet garden claims to have a strong retention rates with 70% of its orders coming from existing customers ( https://yourstory.com/2021/07/food-vegetable-startup-gourmet-garden-raises-fund-beyond-nextventures )

Being an E-commerce company, lets assume that the conversion ratio for Gourmet garden is 80% and of those, 70% keep purchasing, we can assume that every cohort has a 56% (~50% = 0.8 x 0.7) loyal repeating customers from the onboarded customers.

Cohort	Retention %
	Year
	2019	2020	2021	2022	2023
2019	100%	60%	50%	45%	40%
2020		100%	60%	50%	45%
2021			100%	60%	50%
2022				100%	60%
2023					100%

A graph of retention as a function of time

Gourmet garden was started in 2019 as a Greenhouse hydroponic vegetable and fruit company and the 2020 covid Pandemic helped them establish themselves as a trusted source in the produce categoy.
With over 150K customers in 2021 itself, we can assume that Gourmet garden has over 300K customers till date (a conservative 100% increase for a series A startup in 2 years)
Most of the customers in the ICP bracket move between Deep Rooted, Plukk and other competitors and Gourmet garden as the core value proposition of these brands are the same. Further, the produce have a commodity type pricing and since none of the brands have really established a premium status yet, customers choose between lower prices amongst the apps.
Gourmet garden continuously keeps its offerings on a 20% discount on alternative days and weekends to give a scratch pricing effect and this is their primary way of retaining customers using low pricing as a moat. This sort of aggressive pricing strategies cause gourmet garden customers also to choose platforms with lowest price for each produce as delivery fee for all the platforms is 0.

Microscopic view:

ICP's driving retention

The Power and core users drive the best retention for Gourmet garden

Power Users : The power users rely wholly on gourmet garden for their produce and order atleast 4 times a month. They have a monthly order value which is around Rs 2000 and go as high as Rs 8000 on the platform. They also order across categories such as oils and breads and also make their purchases through the gg wallet.
Core users: Core users rely on a certain category of produce on gourmet garden and order once every 15 days and are recurring. They have a monthly order value which is around Rs 800 per month. Their main issue is that they either have been loyal to some other platform for other categories or had a bad experience on one of the categories which led them to drop off for that one.
Both these categories order with a predictable frequency, use wallet and are always with using the discounts for checkout. Further, both Power and core users have a high satisfaction rates with the core value proposition being offered by gourmet garden - freshness of the produce.

Channels driving retention:

Gourmet garden customers rely on coupon codes to make purchases as they are regular and go on an average to 20%. Communicating the coupon codes is driving sales for all ICPs-

Whatsapp Notifications- There are various promotions and micro promotions happening across the site on a regular basis. Upon knowing the general order period, messages informing about this promotions is causing curiosity and creating awareness amongst the ICPs to purchase through the app. This also is avoiding customers to jump to competitor applications.
IG ads- These ads on Instagram primarily target the customer to cross sell on the platform and create awareness about exotic produce and other chemical free offerings. Apart from this, IG assures the customer about the brand and inform about promotions & bundling offers.
Push Notifications- Creating push notifications one every day during common purchase time is one of the primary ways of customers making purchase as it is creating a top of the mind recall of items needed for the house that day. Push notifications are usually shot at 3pm where the customer is relatively free and has the intent to purchase.
Youtube channel- On YouTube, the brand creates and promotes the ways it grows and sources its produce and hence creating an additional layer of trust and assurance. Though this is not a major channel of distribution or retention, this is the only channel where the brand is solidifying its brand's promises by showcasing its operations through transparency.

Features driving retention:

Though the core value proposition and primary use case is driving retention, these additional features are increasing the retention rates at gourmet garden-

Wallet- The primary feature driving the retention is the wallet. Offering an easy checkout system, convenience to order and occasional inclusion of coins to make purchases, the wallet ensures that if cash is available in the wallet, the customer will tend to visit back and purchase through gourmet garden.
Chat window- An easy to use chat feature with customer support is decreasing the customer's dispute resolution time and increasing the confidence on the app. Further, any communication regarding post order edits can be made here, helping the orders be processed more smoothly.
Variety inclusion- Apart from the Fruits and Vegetables, including more categories is causing the customers to order from just one platform and for them to have high stickiness.

Define:

Reasons for Churn:

Reason	Category	User Insights
Better pricing on alternate platforms	Voluntary	Competitor is perceived to have a better price offering
Better serviceable time	Voluntary	Quick commerce companies offer 10 minute deliveries while gourmet garden still takes 3 - 24 hours to deliver food.
Delivery charges	Voluntary	The delivery charges on Gourmet Garden are high and with no subscription model. Other platforms charge 0 delivery fee.
Poor experience	Voluntary	Once in a while, customers do experience bad produce being delivered (either damaged or spoiled) casing them to move to other platforms. Further, experience with delivery partners also is leading to churn when the delivery partner is either rude or not on time.
Support issues	Voluntary	Customers do churn when they experience bad support responses and had their issues remained unresolved for extended amount of time.
Opening of physical stores	Voluntary	Newer stores being opened in the neighborhood causes customers to choose to commute to the store as they get a better look and feel of the produce before purchase.
UI and app usage issues	Voluntary	The android version of the app is particularly buggy and is crashing multiple times- especially post purchase where confirmation is not displayed on screen. These sort of UI issues are causing churn.
Lack of variety	Voluntary	E-commerce and Quick commerce platforms are offering even FMCG products on their platform but GG only offers produce and thus customers are churning due to a lack of the complete basket.
Discounting strategy	Voluntary	The produce are always higher than the market prices and only when a 20% discount is availed, the price matches the regular prices prevailing in the market or competitors app. Such strategy is taxing for users and can cause churn.
Shifting cities	Involuntary	With being operational in only 5 cities, and with a limited assortment out of bangalore, if people are shifting cities, they are churning from the platform.
Loss of income	Involuntary	With the produce being on the high end, if the earnings go low and as a consequence the affordability, the customer can churn.

Negative Actions:

Deletion of app/ reduced sign ins- An increase in deletion of app and reduction in average sigh ins indicate that the customers are going off the app to other competitors.
High cart abandonment rate- Higher addition to cart but not going through to placing order indicates that there is an issue in the customer journey which needs to be fixed.
High returns rate- Returns rate indicates that something went wrong during the transaction. Hence a higher return rate indicates lower customer satisfaction and increased operational inefficiencies.
Increased customer complaints- an increase in tickets indicate issues in operations that need immediate fixing.
Low NPS scores/ user ratings- lower ratings on NPS or on social media indicate lower customer satisfaction and bad customer experience which needs to be fixed.
Decreasing frequency / AOV / SKU Count- a decrease in frequency of ordering or AOV or SKU count means there is an issue that is causing this change of behavior in the customer that needs addressing else the customer can churn.

Resurrection campaign:

Below is the list of campaigns for voluntary churn customers

Campaign	Campaign 1	Campaign 2	Campaign 3	Campaign 4	Campaign 5
Context	Users who moved to competitor app for better pricing	Customers who moved to competitors for better service	Customers who had support issues and are ordering less frequently	Users having experienced issues with APP UX	Customers who left for Lack of variety
Target Segment	Churned	Churned	At-risk	At-risk	Churned
Goal	Regain customers back to gourmet garden	Explain the new 3 h delivery	Increase trust in system for people with bad experience and get it back to original order frequency	Better the UX experience and remove the bugs	Communicate that the variety on the app is increasing
Offer	Rs 250 off on next order followed up by Rs 150 and Rs 100	Order now and get within 3 hours for free for next 5 orders	A free box of exotic fruits in next order	An option to get personalized bills to e-mail	x% off on newer portfolio introductions
Content/Pitch	Hey, its been a while since we saw you. We miss you and hence we offer this coupon code worth Rs 250, Rs 150 and Rs 100 on your next 3 orders.	We have improved our delivery systems to service you in 3 hours. To celebrate, we are offering you your next 5 orders for free delivery with no minimum order value.	We are sorry that you experienced " ABC issues". As an apology, we like to offer a complimentary box of kiwi's along with your next order. We assure you continued quality service.	Good news, now you can view your bills seamlessly while checkouts! We like to offer a one time coupon code of Rs 300 to be used next order so you can see this in action.!	Hi, its been a while since you ordered from us. We have improved in the meanwhile and have started offering oils, cheeses and much more on our platform. Order from these new categories and get "20%" extra off on these new offerings.
Channel	Whatsapp and push notification	Whatsapp	In app message, in app popup	In app message, Email	Whatsapp, Email, IG
Frequency	Twice a week for a month	Once a week for a 30 days	Within 3 days of complaint registery	Immediately after bug is fixed, once in 15 days for 2 months	Once a week for 2 months
Timing	Thursday & Saturday evenings at 3pm	Wednesdays 3pm	Evening 7pm	Wednesdays 3pm	Saturdays 10am
Success Metrics	Increased retention rates and health of the retention curve.	Increased order rates- especially in the funnel on the delivery fee page	Customer placing order and going back to previous order frequency	Customers using the wallet more often and also downloading the invoices	Cross platform purchases of customers and increased SKU count per order
Reason	If users are lost, a coupon code could entice them to place the order back.	If users are choosing alternative apps for delivery fee, fee offs can help gain back these customers.	If a customer registers a complaint, a good gesture assures that the customer is valued by the company.	Signaling to the customers who had issues in seeing bills that the UI is better and hence one can use the app again.	If customers churned for a lack of variety, offering a discount on the new offerings can help them come back to our platform and order