This document discusses how Tokopedia, an Indonesian e-commerce platform, improved user engagement and retention through cross-channel messaging. It highlights the challenges of high user churn in mobile apps. Tokopedia used behavioral targeting and automated journeys from MoEngage to engage new users across channels like push, email, and ads. This multi-channel onboarding approach boosted first purchases by 20%, reduced cart abandonment by 72%, and improved one-month retention by 60%, demonstrating the effectiveness of seamless cross-channel experiences.

1. Cross-channel User Engagement and How
Tokopedia Does it Right

2. Meet Today’s
Cross-channel
Customer

3. A Seamless Cross-channel Customer Experience is Critical
Negative cross-channel experience
John Doe
Looks at office
chairs on your app
Receives an email
with 50% discount on
apparels, he does
not click
Visits your website
to look at office
chairs but does not
buy
Receives a push
notification on the
app with generic
unrelated offers
Buys the chair
from a different
brand on your
site
Still sees your
retargeting ad for
discounts on
chairs - but he’s
not interested
anymore.

4. A Seamless Cross-channel Customer Experience is Critical
Positive cross-channel experience
Jane Clarke
Visits your website
to find out more
about Platinum
cards Receives a push
notification giving her
more information
and also
recommended cards
for her usage
Starts an application
for the card online,
does not complete
Receives an email
reminding her to
complete her
application - telling
her she’s already pre-
approved
Comes to your app
and completes
application for the
card
Receives a thank you
push notification -
asking her to
download the credit
card app for better
tracking

5. Crowded Digital Marketing Space
• Competitors fighting for attention
• High churn rates
• Low attention spans of customers

6. Getting Cross-channel Customer
Experience Right
• Behavior-based targeting to deliver relevant offers
• Event-based triggers to engage users during micro-moments
• Automate customer journeys to offer a seamless brand experience
• Go local - language, geo-targeting, time-zone optimization
• AI to humanize automated conversations
Right message at the right time

7. Meet Tokopedia
Pros in Customer Engagement
100+ million
products listed
2600+
categories
93% districts in
Indonesia reached
75 million
active users

8. Tokopedia’s Challenge: App User Engagement
Tokopedia wanted to improve
• First-month user retention
• Activate and engage new app users
The mobile app
industry plagued
with high user
churn.
Nearly 2/3rds of the
users uninstall the
app within the first
few months.

9. How Tokopedia Nailed New User
Onboarding
• Automated their User Onboarding
process via MoEngage flows.
• Identified the various steps in a new user’s
journey to brand discovery, and delivered
the right message at the right time at every
stage in a users lifecycle to eliminate
possible chokepoints or reduce user
ambiguation.
• Created a series of campaigns that
targeted users with messages across
owned and paid channels such as Push,
Email, SMS and Ad-retargeting.
Stages in new user onboarding

10. How Tokopedia Nailed New User
Onboarding
Stages in new user onboarding
Channels

11. New User Engagement Skyrockets!
20% Boost in first-
purchase rate
72% uplift for cart
abandonment via
Push and Email.
12% of repeat
purchase contributed
by MoEngage
60% improved
new user retention

12. Questions?

13. Write to us at hello@moengage.com, if you would like to speak
to our Mobile Engagement Specialist
Want to know more? Read the complete case study here.
Download Case Study