Phenix is a leading European food recovery app that allows users to access unsold food from nearby stores. The supply of the service depends greatly from one store to another and is therefore extremely localised.
In order to increase purchases, Phenix wanted to use communication channels such a app notifications and emails to remind users of the value of the Phenix app. To increase the performance of these channels while keeping users satisfied with the overall communication of the app, Phenix encountered the following challenges:
To acheive this, Phenix employed the HEROW platform. With this tool, the Phenix team is able to monitor user activity at key locations and segment them based their visits at key places (partner stores, competitor stores and more). They are able to engage users when they are near a partner store alerting them of the available baskets at that particular location. And finally, they can filter communications to the moment when a user is leaving her or his work location.
With these tools at hand, the team witnessed a increase in their campaign performance: notification open rates increased threefold and the conversion rate between a notification sent and an purchase made through the app reached 7%. All the while user satisfaction with the app’s communication remained high with 88% of users opting-in to notification messages.
To understand customer tastes and better customize marketing communications to them, Phenix relied solely on purchasing data (when and how frequently customers buy which item).
Their problem was that digital data does not tell the full picture because some users might visit a store without making a purchase, they might make a purchase but with a competing service, or they might simply shop elsewhere.
The Phenix team thus employed the HEROW solution in order to monitor user behavior in the real world. They understood their user’s purchasing behavior at any grocery store as well as the types of restaurants that they visit.
With a better understanding of customer preferences, the app was able to better customize the content of their communication to the preferences of their audience. This yielded much higher engagement rate results: notification open rate increased threefold.
With the aim of bringing users back to the app Phenix conducted engagement campaigns alerting users of the baskets that they could enjoy.
Their challenge was that these baskets depend on the available supply which varies from one store to another. Therefore, Phenix was not able to inform their users of the meals that are truly available to them.
The Phenix team thus employed the HEROW solution in order to give a direct communication channel between partner stores and the surrounding users. They were able to send notifications when users are near a store and inform them of the available baskets that are available to them from that particular store.
With this localized targeting and content, Phenix reached a conversion rate of 7 percent between messages sent to users and purchases at partner stores.
Phenix, like most mobile apps, want to bring users back to their service. In order to achieve that, the app conducts communication campaigns that reminds them of the service and its value. In order not to annoy them with too many messages, Phenix want to target specific times at which users are likely to need the service, for example when they are coming back from work.
The problem is that relying only on time as an indication of the user’s need for the service is not reliable. While a user might be coming back from home at 7PM, another might be still at work in a meeting.
The Phenix team thus employed the HEROW solution to respond in real-time to the needs of their users: A user leaves her work location and passes by a partner store, she is alerted of the available baskets to her.
With a more precise recognition of user needs in real-time, the Phenix messaging campaigns not only achieved higher results (7% conversion rates), they also kept users satisfied with the communication they receive from the app: keeping the notification opt-in rates at 88%.