Engagement & Retention project | Adani Digital Labs

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Engagement & Retention project | Adani Digital Labs

Understanding Adani One

a) Core Value Proposition:

The core value proposition of Adani One is to provide a seamless travel booking experience to its users. Adani One currently delivers this proposition by offering:

A wide range of travel related services on the platform (Flights, hotels, trains, buses, cabs/car park, airport services etc)
A travel based credit card with numerous perks
A strong rewards/loyalty program that lets users redeem their travel credits on other apps (lifestyle/shopping platforms)

Currently, customers experience this value proposition repeatedly through various cross sell/up sell propositions & personalisation for repeat users. For example, upon booking a flight ticket on Adani One, a users get the opportunity to avail a free ride to the airport (worth INR 600). Similarly upon, when a user is trying to book a hotel (2nd time), he/she is shown hotels basis their previous booking history.

b) Natural Frequency for Adani One:

Currently, below is the pattern of frequency observed among the platform users:

Casual users: Once in 3-6 months
Core users: Once in 3 months
Power users: Once a month

c) Active User:

An active user for Adani One is

Non-transacting Active Users:

Explores various travel options on the platform at least once in a month
Interacts with various promotional communications (Emails, SMS, Push notifications, WhatsApp messages etc)

Transacting Active Users:

Makes a travel related booking at least once in 1-6 months
Expresses interest in the platform by Interacts with various promotional communications, redeeming loyalty points, sharing feedback/reviews etc.

d) Best engagement framework for Adani One

Engagement Framework	Key Tracking Metric	Selected	Rationale
Frequency	No.of time a user visits the platform to explore or making a booking (flight/hotel)	Secondary	As user returns to explore or avail a service multiple number of times, they get to experience personalisation, unlimited rewards etc. This helps engage further & experience the value proposition.
Depth	No.of sessions per user or time spent per session to engage with the platform by searching for products, making bookings etc	NA	While this is a good engagement metric, the depth of options offers in a hotel/flight booking service are limited in nature and majority of the users do not utilise these options. Hence, depth doesn't help experience the core value prop to a great extent.
Breadth	No.of travel options explored or booked/used by a user	Primary	The more the number of services a user explores or avail during a journey, the more they experience the core value prop of the platform.

e) User Segmentation

We will segment our active users (Transacting & Non-transacting users) into casual, core & power users to understand their behaviour & usage of platform better.

	Casual Users	Core Users	Power Users
How did they discover Adani One	Have randomly stumbled upon a marketing ad hook & signed-up on the website	Was referred by a friend/family member & signed up to get reward points. Then started exploring the platform.	Was interested in exploring a deal/discount on the platform basis suggestion from a friends/family and signed up for the same
Frequency	Visits the platform or avails a service once in 3-6 months	Visits the platform or avails a service once in 1-3 months	Visits the platform or avails a service once in a month
Breadth	Only checks or avails flight & hotel services	Uses it to check/avail different services beyond flight & hotel (like cabs, duty free, meet & greet etc)	Uses it to explore & avail wide range of services & ancillary options
Depth	Searches for a flight/hotel & makes the purchase basis 1-2 parameters (Ex: Price, rating, location)	Makes a booking/purchase basis multiple parameters to get the best deals.	Makes a booking basis multiple parameters & search filters. Also, avails ancillary services from the platform
Product/Features Used	a) Price comparison with competitors b) Ratings & reviews	a) Price comparison across multiple flights & hotels b) Loyalty points redemption	a) Loyalty program b) Travel credit card for better benefits
Revenue Generated in a Year	INR 10-20 K	INR 20-40 K	INR 60K - 1 Lakh

Engagement Product Hook

a) Goal: Enhance user engagement on Adani One by introducing a personalised travel recommendation engine powered by a bot called 'TripGenie'. TripGenie should provide tailored travel suggestions basis a user preferences & behaviour on the platform.

b) Success Metric: TripGenie should result in increased user engagement, thus ultimately resulting in increased booking. The primary metrics to track our DAU/MAU, average time spent, session duration, bounce rate and frequency of usage. The secondary metric to track would be conversion rate (sign up to booking) & repeat bookings.

c) Problem Statement: In today's world, travellers often find it difficult to explore, discover & plan their entire travel due to lack of time & overwhelming scheme of discounts/deals on multiple platforms. This often leads to frustration, decision fatigue and losing users to competitors sheerly due to slightly lower price.

d) Current Alternative: Currently, not just on Adani One, but on all travel websites (MakeMyTrip, EaseMyTrip, ClearTrip etc), users rely on basis search & filtering capabilities to find travel options of their choice. While these tools help narrow down the best options, more often than not, the user will have to put in the effort of inputting all their preferences every single time to find the best options. No platform proactively personalises travel options a good extend. Platforms currently only offer basic recommendations (show similar airline/hotel basis previous booking) and nothing more.

e) Solution: Offer 'TripGenie' as a personalised travel recommendation engine on the platform. TripGenie will have to track every single movement/behavior of the user & also should take into account past searches, bookings & preferences to customise travel options right in the first go.

For instance, the moment a user searches for flights from Delhi to Mumbai, Trip genie should provide tailored flight & hotel recommendations.

f) Metrics to be tracked:

Engagement metrics - DAU/MAU, sessions per user per week/month, average session duration, click-through rate of travel options, interaction with TripGenie (questions, clicks, saves, shares)
Conversion metrics - Number of bookings from TripGenie recommendations
Retention metrics - User retention rate in 3,6,12 months
Feedback metrics - NPS of TripGenie & overall platform

Engagement Campaigns

Campaign 1

Target user - Causal users who have recently signed up on the website
Goal of campaign - Nudge users to explore various travel services & possibly convert a user into paid/transacting users
Pitch/Content - Welcome to Adani One! Book your next weekend get-away us & save flat 20% on flights, hotels, trains, buses & much more. Use promo code 'WELCOME20' to unlock your special offer. Book Now!
Offer - Flat 20% off on your first booking with promo code 'WELCOME20'
Frequency & Timing - Trigger an email & app notification 1 hour after signing-up. Drop a follow up reminder email 2 days later.
Success Metric - Sign up to booking conversion rate in first 3 days, number of new transacting users acquired, GMV & revenue generated per booking

Campaign 2

Target user - All users who have searched for a flight/hotel & have dropped off
Goal of campaign - To engage the user, bring them back to the platform/app & make their booking
Pitch/Content - We will make your {Goa} trip happen! Use this special code 'LETSGO2024' and complete your flight/hotel booking to get flat INR 500 off. Book Now!
Offer - Flat INR 500 off on completion of a booking
Frequency & Timing - Trigger a WhatsApp message & push notification 15-30 mins after drop off
Success Metric - Conversion rate from the promo

Campaign 3

Target user - Core & Power users who have recently booked a flight & the travel date is in the future. For example, user has made a flight booking on 21 June, but the travel date is 30 June.
Goal of campaign - To create awareness about other travel related services & possibly make them transact on them.
Pitch/Content - Hey traveller! We have got you covered. For your upcoming flight, book a cab to {Delhi} airport & save upto 10%. Use 'SAVEBIG' to avail the offer today.
Offer - 10% off on a cab booking to airport
Frequency & Timing - Trigger an Email & WhatsApp message 2 days prior to travel date. Trigger an SMS 1-day prior to travel date.
Success Metric - Views & clicks on the messages. Percentage of tarvellers who booked a flight & then booked a cab.

Campaign 4

Target user - Users who have more than 500 reward/loyalty points on Adani One. These users would mostly be core or power users.
Goal of campaign - To engage with users who have reward points, ensure they redeem them on a purchase & increase their loyalty
Pitch/Content - Shop or travel your heart out with Adani One reward points! Visit the rewards catalogue & redeem your earnings on your favourite websites. 1000+ products, 100+ brands & 10+ gift cards to choose from. Claim rewards now!
Offer - Option to redeem travel loyalty/rewards point on shopping & lifestyle websites
Frequency & Timing - Trigger an email & WhatsApp message to users over the weekend between 4-6 PM. Send a follow up email a week later.
Success Metric - No.of users who redeemed their points, average time spent by users who engaged with the campaign

Campaign 5

Target user - All users (casual, core & power)
Goal of campaign - Engage with users during a holiday season & possibly make them transact
Pitch/Content - Diwali is Around! Travel & celebrate the festival of lights with your friends & family. Book your tickets now to save big & relish the spirit of celebrating together. Use code 'Diwali25' to get flat 25% off.
Offer - Flat 25% off on travel bookings for Diwali
Frequency & Timing - Trigger an email 3 weeks before Diwali. Trigger an SMS 2 weeks before & a WhatsApp 1 week before.
Success Metric - Views & clicks of the campaign, no.of unique bookings through the campaign

Retention on Adani One

Currently on Adani One, the retention for Day 0 is 70%, day 7 is 20-25%, day 30 is 10-15%, day 90 is 2-5%. The curve seems to have flatted after 60 days.

Tops reasons for churn are:

Voluntary Reasons	Involuntary Reasons
Price sensitivity	Change in travel plans
Poor user experience (complex booking process, high load time, ads etc)	Moved to a different country
Payment failure
Lack of customer support
Inadequate travel options

Negative actions I would look for are:

Decrease in frequency of usage
Decrease in time spent on platform
Decrease in bookings per user
Increase in customer queries & decrease in queries addressed
Increase in TAT for customer query resolution
Increase in payment failure
Increase in cart drop (at search, cart page etc)
Low NPS

Resurrection Campaigns

Campaign 1

Target user - Inactive high value users or power users who never made a booking in last 3 months
Pitch/Content - We miss your travel dairies! Plan your next vacation with Adani One & get up to INR 2000 off on flight/hotel booking.
Offer - Upto INR 2000 off on next flight/hotel booking
Frequency & Timing - Trigger an email & SMS after identifying inactivity for 3 months. Send a follow up WhatsApp message after 3 days
Success Metric - % of reactivated users, conversions from re-actived users

Campaign 2

Target user - Abandoned Cart Users
Pitch/Content - Hey! Here's an exclusive offer for you! Complete your booking & enjoy Flat 15% off using 'BOOKNOW15'.
Offer - Extra 15% off on current cart
Frequency & Timing - Trigger an SMS, push & WhatsApp notification to users in 30 mins to 1 hour after abandoning the cart.
Success Metric - % of users who have completed booking using the promo, overall cart abandonment rate reduction

Campaign 3

Target user - Users who experienced payment failure
Pitch/Content - We hear you! We are sorry for the inconvenience. Enjoy additional 5% off & complete your booking now. Use code 'BONUS5' to avail the discount in next 3 hours.
Offer - Flat 5% additional offer
Frequency & Timing - Trigger the email as soon as a customer experience payment failure. Trigger a WhatsApp message/SMS 1 hour before coupon expiry.
Success Metric - % of users who came back & completed their booking

Campaign 4

Target user - Users who went on an international trip last summer & have not yet made any booking this summer.
Pitch/Content - Plan your next summer vacay now! Book with Adani One and get an early bird discount. Use code 'SUMMER18' to avail flat 18% off.
Offer - Flat 18% off on your summer booking
Frequency & Timing - Trigger to eligible cohort of users early in April 1st week.
Success Metric - % of users who engage & % of users who book a vacay in the next 3 months

Campaign 5

Target user - Users who have signed up using referral code, but have never made a booking in last 5 months
Pitch/Content - Don't miss out! Your 150 rewards points are expiring in 1 month. Hurry up & make your 1st booking using your rewards. Use code 'WELCOMEAPP' to get additional 20% off on your 1st booking.
Offer - Reward points + 20% off on 1st booking
Frequency & Timing - Trigger to eligible cohort in case of inactivity for 5 months
Success Metric - % of users who engage & make a booking

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