This document outlines recommendations for increasing customer engagement with retailer content and store visits through a mobile app. It proposes segmenting app users into active and irregular users, then active users into "deal hunters" and "loyal brand shoppers". It identifies the key pain point of deal hunters as items advertised in offers being out of stock. Three solutions are proposed: showing fast-selling/low stock warnings, offer expiration countdowns, and real-time stock availability. The first solution of low stock warnings is prioritized to test the hypothesis that it will increase engagement and store visits. Next steps include testing this hypothesis through prototypes before full launch and scaling.

1. Slide 2
This meeting is successful if we understand how to drive increase customer engagement with retailer
content and drive visits to the store.
This is a pre-decisional document and recommendations here are just that recommendations that should
be tested and validated.
Slide 3
I want to layout my framework first before we getting into the recommendations. We know what is the
goal we want to achieve at high level. I will then identify the segment for who want to make the
improvements. I will then identify the top pain point for this segment. And then recommend solutions and
eventually prioritize a solution.
I also want to highlight that price and product availability are key drivers to increase visits; various
researches have shown that when customers see that the product they want is selling fast they quickly act
to purchase, including making quick visit to the store.
Side 4
Flipp is a multi-customer segment product, with consumers at one end and retailers at another end. I am
going to dive deep into the consumer segment for two reasons: 1) I didn’t have the opportunity to speak
with retailer segment to understand their pain points, and 2) Coming from consumer segment, I identify
with this segment better
Segmenting the consumer segment further into Active and irregular or infrequent users, and segmenting
the active segment further into Deal hunter sub-segment and Loyal-to-brand shopper sub-segment. The
deal-hunters are those that are always looking to save money and are not loyal to any store, wherever they
get great deals they go there. While Loyal-to-brand shoppers are those that also want to save money but
they are particular about the quality and stores they purchase from.
I will solve the problems for deal-hunter segment because, and here’s where I am making assumptions,
it’s a fast growing segment; this segment is also seeing significant churn; they have lot of alternatives
available in the market;
Another key factor to go after this segment is I did a consumer research on 44 consumers, 27 females, 17
males, aged between 25-35 who belonged to this segment, and got opportunity to understand their pain
points. I used different channels - slack, facebook then spoke with them briefly over call.
Slide 5
Let’s understand what are the pain points of this segment. The key pain point had to do with the
non-availability of the offer they clipped. They couldn’t find the item in stock; while app notification
informed when the coupon is expiring, it didn’t tell them about the availability of the item.

2. There were few other pain points too such as having missed out on offers prior to them seeing offers,
having to manually go through the flyer looking for what they want, but not finding what they wanted to
buy was a major negative customer experience and trust buster
So this is the pain point, I want to solve
Slide 6
We are exploring 3 solutions to solve this problem, and all solutions leverage the theme of fear of missing
out and creating sense of scarcity:
First, showing fast selling and low stock warning (depending on coupons clipped we can predict stock
availability)
Second, showing countdown timer to highlight when their offers expire
Third, showing stock availability status in real-time
Diving deep into pros and cons of each.
First - Pros: it’s scalable, ; Cons: may not be 100% accurate, requires high-level retailer input
Second - Pros: it’s scalable, fairly accurate with the inventory count; Cons: requires retailer input, requires
modeling when inventory will not be available
Third - Pros: it’s scalable, very accurate with the inventory count; Cons: requires retailer input and
integration with retailer systems
After analyzing the pros and cons and the complexity of building such a solution, including the time
taken, I will prioritize the first solution, which is to show low stock warning. The hypothesis is that
because of this feature, users will be more engaged with the app frequently checking what’s the status of
the availability of the item they are interested in, and whenever they see a warning, due to item being not
available soon, they will make a visit to store to get that item
Slide 7
Of course, this is just a leap of faith assumption, and this hypothesis need to be validated, so as next steps,
I would like to test the hypothesis, validate the demand for this feature through some kind of smoke test
or dry test. Then rapidly prototype the solution to get customer feedback and the directional confidence
that moving in the right direction. Launch the MVP and test, and validate consumer’s willingness to
adopt, engage and use the solution. Post the success of this MVP, launch and scale it. Track the adoption,
engagement and utility metrics along the way, and depending on how the solution is trending, decide the
next course of action