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Hello Fresh Funnel
- 2. ● HelloFresh is an International meal-kit company, headquartered in Berlin, Germany. ● A “meal-kit” is a subscription based foodservice business where a company sends customers pre- portioned and sometimes partially-prepared food ingredients and recipes to prepare home cooked meals. ● Leveraging its global scale, and its recent acquisition of Chefs Plate, the company has garnered around 60% share of the meal-kit market in Canada, with revenue reaching $200 million (Redman, 2018). INTRODUCTION
- 3. ● Aged between 30 to 50 ● Enjoys living busy lives ● Young Professionals ● Young Professionals with families ● Middle Class - Disposable income for subscription service ● 80% of subscribed customer base are women ● Individuals with less time devoted to meal prep/grocery shopping ● Consumers that value quality ingredients ● Focused on convenience ● Values fitness, health, and clean eating ● Urban dwellers ● Tech Savvy CUSTOMER PERSONA
- 4. STRENGTHS OPPORTUNITIES CURRENT MARKET TRENDS/ THREATS WEAKNESS/CHALLENGES ● HelloFresh-well-known for their distributing recipes of being picture perfect worthy meals, best service for home-cooked meals. ● They are also one of the only companies that provides a 1 meal-kit. ● HelloFresh was by far the most popular, as well as common pick when a survey was placed on their file system. ● The phone app that HelloFresh has designed is undeniably easy to go through and well managed to be able to access all the ingredients that are needed ● They are not as budget-friendly ○ Do not have vast recipe options that are available towards different dietary restrictions or a variety of cuisine services ● Competitors are better than them in various aspects, such as their website performance not being top tier (Appendix A) ○ The company also receive reviews that are at a disappointing range from their customers (Appendix B) ● HelloFresh has newly launched its services in Denmark at the beginning of June 2020, giving them the opportunity to branch out further into the European market ● As the pandemic continues, this is the prime chance for the company to grow larger and fix any of their issues they have ● To bring in positive media coverage for their company, HelloFresh teamed up with The Campaign Against Hunger program under the pandemic crisis ● Their competitors’ growth has been moving at a substantially rapid rate ● The inability to reach out to rural areas as it is not difficult for them to obtain their own fresh ingredients to cook from ● Food and/or restaurant delivery services are another obstacle for the company as they offer restaurant quality food ● Other supermarkets and/or online grocery delivery services are an increasing threat
- 5. The first email from Blue Apron was sent within half an hour of joining their subscription, clearing starting of a $60 off discount in bold, in fine-print; it also gives further clarification of how it will be $20 off each of the first 3 deliveries. After two days later, Blue Apron provided a follow-up with an advertisement indicating their recycling and reducing food waste program. As well as rementioning of $60 off deal. Exactly two emails were given within a five day period of observation. (Appendix C) A welcoming email was sent offering 3 free meals; which is only applicable to users in the first four days from when the subscription was made. In the following two to four days, GoodFood sent a follow-up email each day reminding the subscriber of when the expiry of the offer will come to an end. Precisely four emails were sent within a five day observation period. (Appendix C) Chefs Plate welcome email arrived a couple of hours after the subscription was made and it was done via an operator. The company offered 40% off for the first two meal kits and the discount is only valid for fourteen days. On the second day, a follow-up by the same operator was sent to remind the subscriber about the same 40% discount. On the fourth day, Chefs Plate sends out a higher offer of 50% off the first order, making the offer valid for merely 7 days. Exactly three emails were sent within five days of observation. (Appendix C) COMPETITORS: EMAIL MARKETING
- 6. STRATEGY & EMAIL MARKETING OBJECTIVES Company’s Mission: Change the way people eat forever Despite growth, the HelloFresh philosophy remains the same – “we are as passionate as ever that everyone should be able to cook great food for themselves, their friends and their family. We aim to provide each and every household in 14 markets with the opportunity to enjoy wholesome, home-made meals with no preparing, no shopping and no hassle” FUNNEL SECTION OBJECTIVES KPIs KEY MESSAGE Conversion a) To get new Subscribers to try a plan by offering promotional discounts. 80% of new subscribers make their first purchase of a plan within 1st week of subscription Value 1: message reminding validity of subscription discount coupon of $20 Value 2: limited time extra discount of $30 per meal plan Loyalty a) Reconvert customers by staying in touch with customers b) Get more app downloads 70% of all subscribers download app by the end of the campaign duration Value 3: Download app and get $10 discount Value 4: Snippets of blogs, hacks, tips and recipes, to read full download app Value 5: (if there is no purchases for 4 weeks) limited time offer of extra discount of $80 per week through app
- 7. Phase Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr Planning & Setup Content Dev. Testing & Optimization Implementation Results & Reports TIMELINE (TOTAL DURATION= 10 Months)
- 8. ● The Journey Map is built keeping the dual objective in mind- to boost the Conversion and the Customer Loyalty. ● Starts with the first party Subscribers list. ● The potential customer is offered an extra discount to try a plan after a reminder and another follow up. ● The 3rd Value message to those who have purchased a plan - to Download the App because the app has the advantage of a superior user experience.. ● Recurring emails to subscribers to motivate app downloads ● Recording of inactivity at the end of the campaign. JOURNEY MAP
- 9. MAILCHIMP CAMPAIGN HelloFresh- Subscribers To App Downloads Campaign Value 1 Value 2 Value 3 Value 4 Value 5 Last Reminder
- 10. CONCLUSION ● HelloFresh Canada, an aggressive food service provider, was selected to study and design an email campaign. ● Its brand image, current web and social media presence, and current email and re-marketing campaigns (in comparison to its competitors) helped set a perspective around the opportunities that can be leveraged to define objectives of the email campaign. ● To boost conversion, we emphasized on the quick conversion of new subscribers, and to maintain customer loyalty, on app downloads by new customers. The HelloFresh mobile App is promoted to benefit from its superior UI. The prime incentive to drive customer behavior was promotional discounts. ● Timelines and budgets were built to ensure project control over the campaign. ● Journey Map logic guided the configuration of the MailChimp Campaign. The given first-party data was loaded on MailChimp platform and a draft campaign titled- HelloFresh-Subscribers To App Downloads was built.
- 11. Website loading time is 5.98 seconds which is over the average loading speed which is 5 seconds, this is likely due to unused JavaScript and the size of your webpage's HTML is 72.57 Kb, and is greater than the average size of 33 Kb. Traffic ● Average monthly visits is 632.62k, with a recent peak in April 2020 of 960k, which may be attributed to Covid-19 lockdown ● Around half of the traffic is Direct and 36.15% through Search engines. The Direct traffic may be related to their Email marketing campaigns, loyal/returning customers, and brand recognition. ● Further, 73.10% of Search Traffic comes from Organic sources, with Keywords including ‘Hello Fresh’. On the other hand, the top performing Paid Search Keywords are also including ‘Hello Fresh’. This confirms the brand recognition among customers. APPENDIX A: WEBSITE PERFORMANCE
- 12. APPENDIX A: WEBSITE PERFORMANCE (Cont’d)
- 13. Yelp Consumer Affairs Tom’s Guide.com Pcmag.com 1.5/5 4/5 3.5/5 4.5/5 Convenience, great packing, good portion, No customer service, chat is unavailable, order history is blank, glitches in website Flexible pricing Can pause delivery Four plan types Easy cancellation Can just as easily order through Doordash and have a lot more choices for about the same price Limited allergy care Expansive menu and cuisine options Easy-to-follow recipes Fresh, pre-portioned ingredients Excellent customer service Meal prep can be time- consuming Must have basic cooking skills Not ideal for large families Wide-ranging menu High-quality ingredients Vegetarian, low-calorie, and family-sized meal options Few prepared sauces and dressings (you make them fresh) Good packaging Not ideal for vegan, keto, or paleo diets Two-step process to review allergens APPENDIX B: REVIEW
- 14. APPENDIX C: COMPETITORS EMAIL MARKETING DAY 1 DAY 3 DAY 1 DAY 4 DAY 1 DAY 5
- 15. APPENDIX D: INFLUENCER MARKETING - YOUTUBE Channel – Jessica Giselle Type of channel – Beauty/Family-Single Mom/Vlog Subscribers – 96.4K Discount code – 6 free meals using code JESSICAGISELLE60 https://youtu.be/XJXD9RNratE Channel – Nazanin Kavari Type of Channel – Beauty/Family/Vlog Subscribers – 1.22M Discount code - $30 off your first week using code NAZANIN30! https://youtu.be/wJEvhuqhZhQ Channel – Sam and Fam Type of Channel – Family Subscribers – 58.5K Discount code - $80 off your first month using code SAMANTHASCHUERMAN80 https://youtu.be/kakZgieFFN4 Channel – Makaila Kay’s Life Type of Channel – Family Subscribers – 26K Discount code - $80 off your first month using code MAKAILAKAY80 https://youtu.be/PavxaS6lfnU