Adani one Duty Free

Core Value Proposition

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The core value proposition of Adani one Duty Free Platform is to provide exclusive and authentic luxury products at great prices delivered with convenience to the customer

Active User

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An actives user is someone who purchases dutyfree transaction and gets the delivery of Duty free products at airport

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User segmentation

The users of Adanione Duty Free can be segmented in to Casual , Core and Power users

Casual Users :

Frequency - 1-2 times a year

Depth - Only one category per transaction

Average Transaction value - less than 10000

Core users -

Frequency - 2-3 times a year

Depth - One category but multiple Stock Keeping units(SKU) or Multiple categories per transaction

Average Transaction value - 10000 - 15000

Power Users -

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Frequency - Greater than 3 times a year

Depth - Multiple categories per transaction and Multiple SKU per transaction, Atleast one transaction from Exclusive products category
Average Transaction value - greater than 15000

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Engagement Product Hook

Price at Dutyfree plays an important role in the customer life journey and the customers generally would like to checkout multiple platforms to check whether the price is accurate or not.

Goal : To prime the customers about the price competitiveness of Dutyfee products on the platform so that customers can transact qucikly on the Duty Free product while travelling. This will also increase the trust and engagement rate with the platform

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Success metric: Traffic on the price comparison pages

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Problem Statement : when customers are travelling international , they always have option of buying duty free at destination airport and also is not sure where the price is better.

Solution - Scrape the Prices of top multiple Dutyfree stores of different airports in different countries and display them against the product.

1. User goes to home page of Duty free
2. User searches liquor category
3. In the search page there is a tag against the product which says the best price across the Duty Free stores
4. When user clicks on the product , the product has prices across duty freee stores

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Ramp up milestones

Phase 1 - Start with Singapore and Dubai which contribute 50% traffic from Mumbai

Phase 2 - Add London and Bangkok Duty Free Airports

Phase 3 - City side prices for the inventory available in the city

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Engagement campaign 1

User segment - User who have made only one transaction

Pitch - Get a chance to win 10,000 , if you find 5 products in liquor category which has prices higher than dutyfree stores. you dont have to search across internet to find the prices. we have collated them for you

Success metric - No of people who reported price differences

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Frequency. - whenever there is a new duty free store is added in the prices

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Timing - Launch of the feature

Engagement campaign 2

User segment - Casual users who have not transacted for more than 90 days

Pitch - You save 50% on your favouite products compared to Dubai and Singapore dutyfree store. check out the list and add them to cart and pre book them now . we will hold this cart and special price for you till 3 months

Success metric - No of people who add to the cart

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Frequency. - Once in quarter

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Timing - Lean time when there is less international travel.

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Engagement campaign 3

User segment - Core users

Pitch - Book dutyfree and get zero markup on forex

Success metric - No of customers who opt for the forex during duty Free booking

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Frequency. - Once in month

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Engagement campaign 4

User segment - Core suers

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Pitch - Book Duty free and get a chance to access Free Business Lounge in the Airport

Success metric - No of customers who opt for the Lounge during the airport

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Frequency. - Once in quarter

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Engagement campaign 5

User segment - Core suers

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Pitch - Book Duty free and get a chance to experience the VIP treatment of Meet and greet at the Airports

Success metric - No of customers who opt for the Meet and Freet during the Duty free booking

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Frequency. - Once in quarter

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Retention Design

Current Retention curve for over all Business

The retention by 18 months is only 15-20% as most of the international travel is not frequent

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Retention rate analysis by different airports

Mumbai has better retention rate as the type of customers travel through Mumbai Airport would have better mix of luxury product consumption

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Tier 2 cities have lesser retention rate. There are 2 possible reasons for the same

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1. Customer mix
2. Inventory availability

Customer mix - The customers of Tier 2 cities do not travel frequently to International destinations, but Ahmedabad has better retention rate in Tier 2 cities. Ahmedabad has the best retention rates compared to other Tier 2 airports. The hypothesis for this could be that Ahmedabad is a dry state

Inventory availability

Tier 2 cities have very less inventory which makes customers less interested in the purchase of duty free products when they travel international destinations and tend to buy to bring dutyfree products from foreign countries

While direct is expected to have better retention rates need to check why facebook ads have lowest retention

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Reasons for Churn

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Voluntary Churn -

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Pricing Issue - Customer purchased at certain price on the platform, but it was available at better prie on the foreign destinations

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Inventory Issue - Customer placed the order on the platform but when customer reached the airport the inventory was out of stock

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Experience Issue - When customer reached airport for collection, there is a lot of queue at the airport for collecting the product and also the product was not packed and ready for the customer

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Did not have enough payment instruments - customer is a regular shopper of premium dutyfree brands. The customer got bored of the premium brand and wanted to upgrade to ultra luxury products. But he was not presented with good EMI/No cost EMI options

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Forgot about the Duty Free while travelling - While travelling I did not get the idea that I could browse and make preorder before reaching the airport. When customer reached the airport , he saw long queues and ignored buying from Duty Free

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Does not have the time to purchase Duty Free - During the busy schedule with the clients

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Involuntary churn

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Does not have International travel - Customer has not travelled for International Destination as the customers as there was no need for the same

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No Shopping need - While the customer was travelling for the international destination, the customer stopped consuming Duty Free products

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Negative actions that can be looked for are

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1. Negative app ratings
2. Customer complaints/No of bookings trend
3. Low NPS

Resurrection Campaigns

Campaign 1

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User type - Casual Users who churned after 1 transaction

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Pitch - Best Price Guaranteed else get a refund of 5X the difference

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This aligns with the core value propostiton of "Providing exclusive and authentic luxury products at great prices delivered with convenience to the customer "

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Offer - Flat 1000 off on a minimum ATV of 6000

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Frequency - Email/Push notification and SMS once in a week

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Timing - When the International travel is in peak season from Oct -Dec

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Success metrics - ​

Increase in traffic by more than 20%

Click through rate of Emails Ads and Push notifications

No of Users who made a transaction with a gap of more than 90 days after their previous transaction

No of people who claimed the price difference refunds

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​Campaign 2

User type - Core user with at least 2 transactions and has made transaction with multiple creditcards

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Pitch - Unlock your Dreams with No cost EMI

Partner with a bank and give an offer of No cost EMI if the custome ruses the partner bank credit card

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Offer - Flat 20% off on a minimum ATV of 15000

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Frequency - Email/Push notification and SMS Once in week

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Timing - When the International travel is in peak season from Oct -Dec

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Success metrics - ​

No of customers with transaction value of more than 15000

No of payments with partner Bank instruments

Increase in traffic from partner bank platforms

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Campaign 3

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User type - Core user with at least 2 transactions and has made

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Pitch - Double Dhamaka sale only for limited time

Combos which have high affinity will be created and special offer will be given on these combo offers to the customer cohorts

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Offer - Buy 1 get 50% off on 2nd Product

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Frequency - Email/Push notification and SMS Once in

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Timing - When the International travel is in peak season from Oct -Dec

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Success metrics - ​

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No of users who has more than one category of product in their transaction

Increase in Funnel conversion rates

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Campaign 4​

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User type - Power users who have transacted multiple times

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Pitch - Special Invitation - Exclusive access only for you

Conduct a even where a Brand is launching a product which is exclusive and available only n Adanione. Invite the power users who are at risk and invite them for the exclusive event

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Frequency - Only once but through Email, call , sms and Whatsapp

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Timing - New Product Launch from a participating Brand

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Success metrics - ​

No of people who attends the Product launch event

No of Users who purchase exclusive product

Increase in traffic by more 20% during the event days

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Campaign 5​

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User type - All the active users

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Pitch - Rediscover us - The Phoenix of experience

Get the assured delivery of order at our delivery kiosk for you

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Frequency - on every order

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Timing - During check out

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Success metrics - ​

NPS score

Positive ratings

Positive WOM on social media

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