This document discusses strategies for enhancing customer engagement and retention in the mobile market, specifically through the use of omnichannel approaches. It highlights the importance of understanding user behavior, segmenting users, and personalizing communication to optimize user journeys. Key insights are shared by industry experts Shalini Sinha and Sabyasachi Sahu regarding the growth of the dining out platform Dineout and effective marketing tactics.

1. Learn the Growth Secrets
of Top Mobile Brands

2. Execute on your customer journey strategy

3. You’ll learn about…
Creating an
omnichannel
engagement strategy
that’s cost-effective
Reducing churn by
engaging users at the
right moments
Building a 360-degree
view of your customer
lifecycle journey

4. Our Speakers
Shalini is a seasoned growth expert with 4+ years of
experience in client servicing, digital marketing, and
product growth. Shalini has a special interest in
understanding customer behaviour across platforms to
drive user acquisition, engagement, retention, and
advocacy.
https://www.linkedin.com/in/shalini-sinha/
SABYASACHI SAHU
Customer Success Manager
Sabyasachi is a senior consultant with 5+ years of
experience that spans multiple functions in product.
At CleverTap, he’s been responsible for helping
clients across India and Europe, from early stage
startups to multi-billion dollar enterprises for driving
growth.
https://www.linkedin.com/in/sabyasachisahu/
SHALINI SINHA
Product Growth, Dineout

5. Omnichannel Customer
Engagement and Experimentation
Product Growth, Dineout
SHALINI SINHA

6. Overview
India’s largest Dining out and Restaurant Tech platform
Dineout provides end-to-end dining out solutions to diners…
… across a variety of restaurant categories
5-Star Dining Fine Dining Casual Dining Quick Bites CafesBars & Pubs
Premium SubscriptionsBill Payment
• Gourmet Passport -
subscription program for
premium dining to cater
to the “discerning” diner
• Dineout Plus - A
premium fine-dining
membership in India
Increasing level of diner engagement on the platform
Discovery & Deals
• Platform to discover
60,000+
restaurants across
20 cities
• Diners can avail
buy exclusive deals
sponsored by
partner restaurants
Making a reservation
• Diners can reserve
their table though
App or website
• Can avail benefits
upto 20% of the
total bill amount
• Convenient
payment solution
that completes the
“digital” dining
experience
• Diner can avail
benefits in the form
of “Promocash”
GIRF
• A one-month event
which offers flat
50% discount on
the total bill –
discounts are
covered by
restaurants
7.5Mn+
Monthly active users
5Mn+
Monthly seated diners
Rs. 50 Cr.+
Monthly Dineout Pay
GMV
5Mn+
App Installs

7. #1 Mobile Marketing Goal
…through the right channel
Send the right message To the right person In the right time

8. Step one – Analyze your users
(Get a Single View of Your Customer)

9. Step two – Segment your users
By WHO the users are
Usage Plan Type:
Free user, Gourmet passport user,
Corporate
By Preferred Cuisines: Italian, Pan
Asian, Mexican, Indian
By City:
Mumbai, New Delhi, Bangalore
By WHAT they have or haven’t done
Users who have not renewed their loyalty
plan (gourmet passport) subscription
Users who have launched the app in the
last 2 weeks
Users who have not booked a table in
over 1 month
Customers who have uninstalled the app
yesterday

10. Push In App SMS Email
Remarketing Web Pop Ups Browser
Notifications
Trigger Workflows
Step three – Pick your channels

11. Dineout’s Engagement Matrix
User Segment
(Who)
Tactic
(What)
Best Time to Engage
(When)
High propensity to buy Product recommendation
Best time as per the individual
user
High Propensity to go
dormant
Personalized push based on the
user’s past history
Best time as per user base
High propensity to churn Message optimisation Optimising the trigger campaign

12. Now let’s look at it in the context
of a user journey

13. Building Seamless User Journeys
Multi-touch campaigns across the
user lifecycle – onboarding,
reactivation etc.
Engaging these users across 12
unique channels
• Shortened conversion cycles
• Creation of multiple
engagement touchpoints
• Ensuring repeat transactions

14. Experiments that Help Drive
User Engagement

15. Monetization for Dineout Pay

16. Personalization & Gamification

17. The National Restaurant Association of India (NRAI), in its report India Food Services Report 2019, had estimated the Indian
food service industry to grow at a CAGR of 9% to reach Rs 5,99,782 crore by 2022-23. The restaurant industry employed 7.3
million people in 2018-19. The organised food service sector, which accounted for 35% of the total market, contributed a
whopping Rs 18,000 crore as way of taxes in 2018-19. Clearly, the figures will all change.
In-app feedback from users

18. Winning Back Customers is
Equally Important

19. Personalize to Reactivate Your Dormant Users

20. Channels like Email and SMS are
crucial when it comes to winning
back churned and uninstalled
users
Email to Drive Reinstalls

21. Building Programs that Drive Retention:
Keeping over 5 Mn Users Engaged During a Pandemic

22. Supporting Local Restaurants and
Monetization Users

23. Virality, Gamification, and Retention:
Home Masterchef Campaign

24. Optimizing the User Lifecyle with
CleverTap
Customer Success Manager
SABYASACHI SAHU

25. Optimizing User Journeys
An Introduction to Lifecycle Optimizer

26. Lifecycle Optimizer
● KPI
● Framework:
○ AIC:
Acknowledgement,
Interest, Conversion
○ AARRR:
Acquisition, Activation,
Retention, Referral,
Revenue
● Engagement

27. Acknowledgement
The stage wherein the user
gains awareness about
certain features and
products
Interest
The stage where the
customer is showing
interest in the specific
product or feature
Conversion
The stage when the
customer finally does the
primary goal with respect to
the product
Customer Lifecycle
AIC Framework

28. Objective
To update users about the different
features and offers which are there
Solution
Create a journey for the users as soon
as they launch the App for the first time
for the first 14 days and nudge them to
check the different features and offers
Acknowledgement

29. Objective
To nudge the user to do the primary
conversion action
Solution
Create a journey for the users based
on their intent once they
acknowledge the features and then
create the journey for the next 14
days
Interest

30. Objective
To nudge the user to repeat the conversion
event
Solution
Reactivate users who have not performed
the conversion event for a long time with
special offer and interest based
segmentation.
Nudge the users to perform the conversion
event again by qualifying them for a specific
offer
Conversion

31. Thank You!
marketing@clevertap.com