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Free Delivery (FD), Discounts & SMS Marketing Free Delivery & Active Customers

The document discusses strategies for free delivery, discounts, and SMS marketing to engage customers. It analyzes customer lifetime value and filters inactive customers from April 2022 who could be targeted with discounts or SMS campaigns to win them back. Strategies include free delivery vouchers for loyal customers and recalling top inactive customers via SMS.

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Abu Bakar Yousaf
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27 views2 pages

Free Delivery (FD), Discounts & SMS Marketing Free Delivery & Active Customers

The document discusses strategies for free delivery, discounts, and SMS marketing to engage customers. It analyzes customer lifetime value and filters inactive customers from April 2022 who could be targeted with discounts or SMS campaigns to win them back. Strategies include free delivery vouchers for loyal customers and recalling top inactive customers via SMS.

Uploaded by

Abu Bakar Yousaf
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Free Delivery (FD), Discounts & SMS Marketing

Free Delivery & Active Customers


I worked on the active sheet for free delivery. I set the month of the previous order as May 2022
so that we can know the customer lifetime. Then those customers who have the longest life can
be considered for the free delivery option. This can be pitched as a reward to loyal customers in
social media posts. Therefore, I chose only those customer who has a lifetime of 12 months and
the previous month's order in May 2022. They are 2407 customers. 

I discussed it with Umer Qadir according to him, FD can never be a viable option. But I think that
we can bear a cost of PKR 70 if it is increasing our order size or basket size of the customer.
This can also be done as a loyalty program only for loyal customers - 4 days a month like
Sundays. We can give them free delivery vouchers.

Customer Lifetime Value


We can also calculate customer lifetime value by using the formula:
Customer Lifetime Value = (Customer Value * Average Customer Lifespan

I tried to calculate it in the sheet. You can verify it. Using these numbers you can decide that
high CLTV customers can be given discounts or free delivery. Even a discount of 5% can
increase the loyalty and happiness of customers. 

Discounts & Inactive Customers


We have a huge number of inactive customers. I filtered the data of customers who were
inactive from April 2022. The underlying reason is those customers who are inactive for more
than 3 months have gone to other platforms and it will be very difficult to win them back. It also
depends upon the budget for deals and discounts. I chose customers who have a lifetime of 12
months but last order in April 2022. This means that they were using Cheetay and they just
stopped using it in April. They are 276 customers. 

There are customers who have only 1 order in the last 12 months. It shows that they had a bad
experience on the very first order and they left. This also means that our PM, CLM, and Brand is
working rightly but operations need to be improved.  You can ask the CX team to inquire about
the reason for leaving our platform and send reports to various departments accordingly. This
activity can be done every month because there is a huge churn rate which is increasing MoM.

Inactive customers are discount seekers mostly. You can filter those inactive customers who
were using fewer discounts but then left for some reason. 

Generally, when customers have bad experience. They will avoid and go to the retail shop for
groceries or try other online delivery platforms. Therefore, customers inactive from April 2022
will be perfect to work on. As they are easy to winback. However, you can modify it too. 

SMS
For SMS, you can choose those customers who have lesser number of orders. Or you can use
it for 276 inactive customers for recall. The top orders inactive customer is Mustafa Rehman. He
didn't order since April so maybe he needs a recall which can be given in form of an SMS 

For deciding what to send in SMS content you can see the purchasing pattern from the tableau
dashboard.

Sorry for delay.

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