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rakesh bollampally June 11, 2020

    SITUATION
    Wasel delivery aims to be a leader in delivery services across Bahrain. To achieve this, they built
    a mobile app on Android and iOS platforms allowing users to order anything and get it delivered
    anywhere. Users can perform tasks such as selecting a local business, zeroing in on one or more
    products, paying for them and giving delivery instructions.
    The Wasel app lists several stores and partners which the user can select to order from. But
    also, one of the key differentiators of this app is its feature OrderAnything. Using it, users can
    order any product or service from businesses that are not listed in the app. They can do this by
    specifying the location of this unlisted business on Maps and mentioning the product or service
    they would like to order from that business. This also applies to renting a car or even delivering
    a parcel across the country.
    For this app to serve its purpose, it is vital that users not only order from stores and partners
    listed on the app but also adopt and utilize its OrderAnything feature.
    CHALLENGES
    We spotted the following dip in user activity and conversions during the
    last week of March, as people started taking precautionary measures
    against COVID-19 pandemic
    To reverse this downtrend due to the COVID-19 pandemic, the Wasel and Upshot.ai teams
    worked together to engage the Wasel app user base with a reassuring message that wins their
    trust and confidence in Wasel delivery services during this tough time. As a long format would
    help in such a message, they decided to use email engagement within Upshot.ai.
    The email showcased the following precautionary measures and best practices adopted by
    Wasel delivery and support teams to serve users safely while making no compromises:
    All these measures are in line with the Bahrain government
    regulations.
    Also, the email showed how it is possible for Wasel users to stay at
    home safely yet support their key necessities using the
    “OrderAnything” feature with benefits such as
    The teams followed up the email with several reinforcing
    messages via Push Notifications, highlighting #StayHome and also
    thanking the delivery staff for doing a great job.
    SOLUTION
    The teams followed up the email with several reinforcing messages via Push Notifications,
    highlighting #StayAtHome and also thanking the delivery staff for doing a great job.
    PRODUCT GOALS
    • Higher adoption of the OrderAnything feature
    • 10% decrease in DAU i.e. less users opened the app
    • 25% decrease in App Opens
    • 10% decrease in the number of Average Paying Users i.e. less orders coming in
    • All this led to a decline of 2% in revenue
    • Routine health checkups
    • Unlimited delivery with an option to order, pickup
    or deliver
    • Frequent sanitization
    • No area restriction
    • Continuous usage of masks and gloves
    • Contactless delivery
    • Regular update on the directives issued by the ministry
    • User Behaviour Analytics
    • Personalized Email Notifications
    • Deep-linked, time-sensitive Push
    Notifications
    UPSHOT.AI FEATURES LEVERAGED
    BUSINESS GOALS
    • Establish confidence with users during the
    COVID-19 pandemic
    • Help users utilize the app to have a safe

    StayHome experience

    RESULTS
    During the campaign week, we saw the following
    Email open rate of 30%, which is
    higher than the industry average
    of 15%
    Avg DAU for that week went up
    by 17.2%
    Sessions Count increased
    by 10%
    Orders from OrderAnything
    for that week increased by
    11%
    Revenue increased by 4%
    “Upshot.ai serves all our marketing and customer
    engagement needs in one feature-rich and flexible
    platform. Its customized dashboard helps us understand
    patterns in customer behaviour along with engagement
    and revenue KPIs. Using it we’re able to create segments,
    and engage them with impactful messages that deliver
    meaningful results. We’ve set up a unified approach
    across all our engagement channels – be it email, mobile
    push notifications, or in-app. Most importantly, the
    Upshot.ai customer success team has been very
    supportive throughout and gave us worthy suggestions
    to get most value out of Upshot.ai.”
    Hitinder Bawani
    Head of Growth
    Y K Almoayyed

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