App Marketing | Return Journey

A return journey is an approach for responsive communication with lost and inactive customers that encourages them to return and make more purchases, and if succeeded they will refer others.

Objective

The overall goal is to:

1. Claim them back,
2. Increase their order count,
3.  Recruit them as ambassadors.

Solution

Indulge & delight. Fresh, Engaging, and delightful brand. Customer Happiness.

Tactics

On Demand applications that 1- Take a Genuine Interest in customer Interests 2- pre-Solve Customer Problems 3- have Positive Customers, go above and beyond what is normally expected. The group that elevated will be biggest marketing asset in the long-run.

Many tactics can be used and I recommend a mixture of:

Nonpaid

• Direct Marketing
• Exit Offers
• Containment Social Media
• Loyalty/ Affinity Programs
• Personal Calls

Paid

• Remarketing/ Retargeting

Acquiring customers is the easy part, Retaining them is the real deal:

Seek Recognition

Encourage feedback voice from customers and implement their aspirations into your business and then you follow up and show them that their voice is heard.

Offer Exclusivity

Your 30, 60, 90 days customers are more valuable than the first 1 or 7 days customers. They deserve superior handling.

As long as customers know you care about them, they won’t worry about little imperfections.

Industry: Food & Beverage, QSR, Online food order application

Brand: Local, 9 months since launch.

County: Saudi Arabia

Date: September 2016 

Customer Experience, listen, indulge and embrace

Or as we call it in branding “ Brand offering “ … the unique selling proposition 

Brand Promise

Because we know how important it is to get your food on time…

If we are more than 30 minutes late on your confirmed order  time , your order is FREE….

"we delay, we pay”. 

Why:

It's the tangible benefit that makes a product or service desirable. And assures  brand stand out position in online food delivery spectrum in KSA

Who:

A practice embedded in each policy and procedure of brand daily operations.

Where

Manifested in operations , monitored and controlled by customer service  after the set procedure is confident in its abilities and has developed a controllable and consistent customer experience

When

• First 30 days,  internal and external communications + penalties funded by marketing budget
• Next 30 days customer care will fund
• Final 30 days and forward each team member fail the promises will pay for the order value.

Worldwide practice

• FedEx —when it absolutely, positively has to get there overnight.
• Careem — if we are late on your airport trip, its free
• Apple — Own the coolest, easiest-to-use cutting-edge phones, computers and other consumer electronics
• McKinsey & Company — Hire the best minds in management consulting
• Lynda.com — High-quality training that’s affordable and convenient
• IDEO — Industrial design for companies that want to innovate

Industry: Food & Beverage, QSR, Online food order application

Brand: Local, 9 months since launch.

County: Saudi Arabia

Date: September 2016