Zepto works in a very competitive quick-commerce industry where speed, relevance, and being present in a hyperlocal area are all very important. The brand needs a mobile-first strategy to get more orders in certain areas, keep more people using the app, and get more daily active users (DAUs), especially among Gen Z and millennials.
Our Approach: Recro Media created a location-based mobile marketing campaign that included real-time personalisation, geo-fencing, and push notifications that were in line with how customers were acting and when demand was highest.
Key Initiatives: Geo-fencing campaigns around colleges, tech parks and apartment buildings to promote location-based deals.
Push notifications based on behaviour are sent when a cart is left empty, a purchasing pattern is broken, or a person has been inactive since their last order.
Dynamic in-app banners that are tailored to the area (for example, “Fresh fruits just arrived in Koramangala!”).
Using adverts in apps and mobile browsers to draw back consumers who haven’t used your app in a while.
Alerts and apps for SMS Deep linking for discounts that are only available for a short time and free delivery times.
Results: 22% more hyperlocal orders in Tier 1 cities Push notifications that are timely and useful have led to a 36% increase in app session time. 17% more orders were completed within 5 minutes of getting geo-targeted alerts. With personalised re-engagement processes, the 7-day retention rate went up by 29%. Got a better return on investment (ROI) from in-app ads than from typical digital banners.
Recro Media helped Zepto turn mobile engagement into a real-time conversion engine, which increased the number of users and the number of micro-targeted orders without increasing the amount spent on ads.