ACTIVATE. This case study will give you a glimpse of how Betaout armed Paytm to overcome the following major hurdles.

Transcription

1 P A Y T M S U C C E S S A T A N A L Y S I S ACTIVATE MITIGATE RETAIN Paytm is India's largest mobile payments and ecommerce platform. It started with online mobile recharge and bill payments and today, has an online marketplace. In a short span of time, they have been successful in scaling to over 180 million registered users. With their user base being so enormous, the challenges faced when running an ecommerce business were also of proportionate magnitude. This case study will give you a glimpse of how Betaout armed Paytm to overcome the following major hurdles. Retention of One-time Buyers (users who had transacted only once) Activation of Contacts (users who registered but never transacted) Mitigating loss of revenue through multiple promo code usage by a user

2 "Personalized cross-channel targeting can give 6X more transactions and 10x more revenue

3 T H E V A L U E O F C R O S S C H A N N E L P E R S O N L I Z A T I O N Paytm employed Betaout s Customer Segmentation module to segment their customers based upon their behavioural properties to discover that the Customer Segment, One-time Mobile Recharge, comprised of thirty percent of their users, i.e. thirty percent of all customers had recharged their prepaid mobile credit using Paytm only once in their lifetime. PERSONALIZED OMNI- CHANNEL TARGETING INCREASES ENGAGEMENT RATES BY 5X "The challenge for the company was to get these users to recharge their mobile credit using Paytm not just once, but repeatedly, in the least time possible. Paytm embarked on solving this problem by setting up an Omni-Channel drip marketing campaign using Betaout, timely engaging these users through SMS, and Mobile Push Notifications"

4 CUSTOMER RETENTION "It takes MONTHS to find a customer and only SECONDS to lose one"

5 ONLY 20% OF MARKETERS HAVE A UNIFIED CUSTOMERS PROFILE ACROSS CHANNEL The drip campaign, automated on a monthly basis, aimed at touching every user in the segment by first sending an SMS enticing them to recharge their mobile credit, followed by an being delivered to users who didn t take the desired action, and concluded with a Mobile Push Notification to the users who still hadn t completed the purchase. SMS Mobile Push Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 25% INCREASE IN REPEAT CUSTOMERS

6 Over a period of six months, this campaign significantly improved both, the recency and frequency of purchase, successfully reducing the share of users in the Segment One-time Mobile Recharge from 30% to 12%. 6X INCREASE IN FREQUENCY OVER A PERIOD OF 6 MONTHS Before After "Another Customer Segment that was of prime importance to the company were Contacts, 10% of all users, who had registered themselves on Paytm but never transacted. This segment mostly included high intent users who had been active either on the Paytm app or website at least once" The paramount task was to activate this segment of users, by getting them to complete their first purchase as early as possible. Paytm decided to set-up another multi-channel drip marketing campaign for this segment, deploying Betaout s Recommendation Engine to include products based on user behaviour and actions.

7 CUSTOMER ONBOARDING & DELIGHT "Just one PHENOMENAL customer experience can make a world of difference "

8 The drip campaign included three s, followed by an SMS and a mobile push notification, with customers who completed their first purchase being excluded out of subsequent campaign engagement. Betaout s Recommendation Engine helped with the personalisation of s and Mobile Push Notification, hence delivering high engagement for each user. SMS Mobile Push In the first month itself, this drip campaign was successful in bringing down the percentage of users falling under the Contacts segment from 10% to 2%. Hence, activating the segment and moving customers up in their respective life-cycles.

9 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 10x Conversions "While Paytm had been successfully accomplishing major user activation and customer retention objectives, it was losing a chunk of its revenue to customers using promotional discount codes for their purchases repeatedly. They needed a way to ensure that a user makes a purchase incentivised through promocode only once, and Betaout s Anti-gaming feature provided them just that"

10 ANTI GAMING "Differentiate between loyal customers and customers loyal to discounts"

11 Betaout s Anti-gaming feature allows a merchant to generate a unique promocode for each user, excluding users who have already made use of a promocode for any of their purchases Month 1 Month 2 Month 3 Month 4 Month 5 Month x Savings

12 The real-time data capture, execution, and analytics capabilities of Betaout perfectly matched Paytm s needs. With powerful omni-channel engagement automation, available via a highly easy-to-use interface, Paytm could easily manage their digital marketing strategies to meet their objectives using engaging and personalized customer content.

13 Take Your Ecommerce Marketing To The Next Level H u m a n i z i n g E c o m m e r c e E x p e r i e n c e About βetaout Betaout is an all-in-one ecommerce Marketing Solution. Using the power of real-time segmentation and hyper-targeted personalisation, Betaout enables marketers to automate engagement across multiple channels including , Mobile Push, On-site, Browser Push, Cart Recovery, Facebook Re-targeting and SMS. Contact Sales: ajish@betaoutinc.com