Among all major industries, we can say, quite confidently, that the position of Foodtech is pretty strong. Today, it is not only convenient but essential as well, to order in as we get accustomed to new trends. Then again, that’s just a piece of the cake because the Foodtech space is getting crowded at the business front. Every quarter a new brand is getting launched promoting unique varieties of food offerings. So, what do these Foodtech companies do to avoid churn and boost their ROI with customer engagement?
Here are a few tips and strategies for people in food tech:
Onboarding with care:
It’s just the same for any app, not just Foodtech apps. User onboarding is a crucial step to create the first impressions on the brand that lasts longer than we think. After spending a lot of money in acquiring users, if the users could not figure out what the app is offering, churn is inevitable after the first usage. Very few apps are lucky enough to get a second chance. Thus plan user onboarding in a meaningful way with necessary information made readily available through tutorials, screen tips, and splash screens.
If the user could figure out how to use the app and order, you are already half the way. Real success lies in making users discover the app’s unique features as soon as they launch the app.
Engage in converting:
Once the user is successfully onboarded and habituated to use the app, we need to engage them to convert. To engage is to bring a context to move the user ahead in the user app lifecycle. So, use all necessary triggers as reasons to use the app and get users to make purchases. One example is sending a push notification or email with a call to action deep-linked to a button that would directly land the users on the conversion page with food items already being added to the cart. Thus plan your engagement focusing on converting more users.
Nurture to reorder:
Nurturing is like elevating the brand reputation in the minds of the users. Every meaningful conversation adds value to the brand, and unnecessary spamming can cause equivalent damage. Thus hyper personalize your communication to sound relevant with the help of segmentation and personalization. Also, letting the users know that their meal is 15 minutes away shows you care for your users, and that’s how the brand value builds as small steps of user engagement and nurturing.
Serve to spread the word:
Service is one thing that is overlooked most of the time. But it is as essential as your app. Hence focus more on in-app service and precise monitoring on how deliveries are happening at the other end. To provide an excellent service, the delivery personnel should be motivated to do great every single day. Employ different reward plans to encourage and motivate users to excel in their day-to-day service.
Incentivize to boost ROI:
Return on investment is the driving force for any business. Hence, boosting RoI is one of the critical goals for business owners, and Foodtech is not an exception. Food cravings are for real and they work on a psychological level. A push on Monday with a beautiful food image initiates user cravings, and a little bit of motivation on Tuesday with a discount on the meal can bring in more orders. Thus incentivizing is a trick to convince users to purchase, while making the customer happy to have received a good meal at a discounted price.
Gamify for loyalty:
Foodies are of different types. Some love food from a particular brand, whereas others would like to try from different vendors. So, identifying the recurrent buyers and converting them gives a substantial peak to the revenue. Those special users who are loyal to your brand need to be treated special, and gamifying their experience and rewarding them on every purchase makes the user feel special and appreciated, thus strengthening the brand connection.
Remind to come back:
No matter what, few users are hard to retain. The reasons can be many, but as a brand admitting that you failed to impress them and asking for a second chance by reinstalling is never a bad thing. We often stumble upon such messages saying, “We miss you, please come back”. It may not fetch every user that left but helps remove some wrong opinions that stop the users from reinstalling the app. Provided if a user comes back, this time you need to engage them more cautiously.
Room for feedback:
Feedback defines the business roadmap. Rather than just seeking a 5 star every time, it is equally important to know if they didn’t like something on your app/website. That helps you rethink your marketing and business strategy and also helps to revamp the feature for good. Try to seek feedback from different segment users and try to work on unbiased comments that can help you grow and get better.
Foodtech is unique in offerings and the psychological aspects it has to deal with while marketing or engaging users. Food plays a vital role in all our lives, and everyone loves good food. Thus, it’s a massive responsibility for a food-tech company to deliver healthy food to millions of doorsteps every day. It’s obvious to focus on business and partnerships, but setting up good cleanliness and sanitation standards to be listed on the app and strictly monitoring them in practice is a big thing. Taking care of delivery executives helps them excel in their service, and the whole supply chain is ready to optimize for better revenue, and that’s when the real success comes in. Omnichannel user engagement and gamification add more spice to every dish that gets delivered and helps food tech emerge in global markets.
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