MANO Observes a 50% Rise in App Activation Rates Using Personalised Communication
MANO is a next-generation E-commerce brand pioneering ultra-fast grocery delivery in Africa by combining sophisticated technology with a strong network of riders. The brand focuses on improving customer experience, expanding delivery operations, and increasing product categories.
MANO observed a drop in engagement due to customers installing the app but not purchasing. This included lower usage of coupon codes and promotional offers, and limited awareness of grocery delivery platforms. They realized that dependence on a few channels like push notifications and SMS alone wouldn’t help them build a frictionless customer journey from onboarding to repeat purchases.
Our core goal was to create an omnichannel strategy and personalise real-time communication. To successfully engage with your customers, you must reach out to them at the right time, through the right channels with the right content. MoEngage has allowed us to do that and given us complete visibility into customer activity across channels on one platform, making it very easy to build engagement campaigns.
MANO adopted an insights-led omnichannel approach, using MoEngage’s RFM (Recency, Frequency, Monetary) Segmentation and Flows to unify and personalise their engagement campaigns. This ensured a frictionless onboarding experience and helped them educate customers on how to use the app to get maximum value. The brand also used insights on customer activity and the most preferred channel to increase holiday purchases during Christmas.
The cornerstone of MANO's new customer engagement strategy was to map the customer journey and micro-moments to personalise communication across multiple channels like push notifications, SMS, emails, in-app notifications etc.
With MoEngage, the brand was able to achieve:
- 51% Increase in app activation rates
- 27% increase in engagement through re-engagement/win-back campaigns
- 2X sales through an omni-channel customer engagement strategy, powered by personalization and RFM segmentation
