FoodRocket
Inception. About FoodRocket
FoodRocket, a dynamic food delivery platform, needed to enhance their push notification strategy and boost customer engagement.
The problem
Prior to partnering with nGrow, FoodRocket relied on a mix of basic OneSignal push notifications and trigger-based communication for promotional offers and updates on new stores/restaurants. However, the process posed multiple gaping problems:
The process was manual
Lacked ROI, transparency and systematic metric measurement systems
Repetitive messaging with little to no variation leading to a steady decline in the efficiency of marketing campaigns
This led to major complications starting with the absence of fresh push content which resulted in decreasing app opens from push and customer interactions, lack of a system that tracked unsubscribed rates, and so on.
With nGrow
nGrow integrated seamlessly with FoodRocket's existing mobile analytics and here’s how things started moving upwards. FoodRocket had Amplitude mobile analytics and Firebase Cloud Messaging in place which made integrating nGrow very easy and fast. The no-SDK setup was up and ready for use in a matter of days as against the normal timeframe that takes months with other tools.
This enabled FoodRocket to quickly progress to planning their future push campaigns. Before launch, we also dedicated our Customer Success & Analytics team to additionally research & evaluate FoodRocket’s communication strategy:
By analyzing user data (including purchases, product views, and searches) nGrow developed individual CRM strategies for different customer groups
After validating the settings for each user group, the CS team created multiple versions of highly-targeted push texts, tailored to each particular engagement campaign
Lastly, we identified the scope & expected outcomes of the testing. Things we tested included churn prediction, product category affinity, RFM (Recency, Frequency, Monetary) segmentation and abundant clicks/searches/cart/checkout to enhance user engagement
Metrics and Targets
Key target: Order Growth and Gross Merchandise Volume (GMV)Key Metrics: Impact of push campaigns individually and in conjunction with email campaigns.Other Metrics: Incremental uplift using local control groups GMV, ROI, bounces, deletions, bounce sessions using global control groups.
