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. One of the key differentiators of this app is its feature OrderAnything. Users can order any product or service from businesses that are not listed in the app. They can do this by specifying this unlisted business’s location 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.

BUSINESS GOALS

• Establish confidence with users during the COVID-19 pandemic
• Help users utilize the app to have a safe #StayHome experience

PRODUCT GOALS

• Higher adoption of the 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.

• 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

SOLUTION

To reverse this downtrend due to the COVID-19 pandemic, the Wasel and Upshot.ai teams worked together. The goal is 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:

• Routine health checkups
• Frequent sanitization
• Continuous usage of masks and gloves
• Regular update on the directives issued by the ministry

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 they supported the user key necessities using the “OrderAnything” feature with benefits such as

• Unlimited delivery with an option to order, pickup or deliver
• No area restriction
• Contactless delivery

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.

RESULTS

The teams followed up the email with several reinforcing

• Email open rate of 30%, which is higher than the industry average of 15%
• Sessions Count increased by 10%
• Avg DAU for that week went up by 17.2%
• Orders from OrderAnything for that week increased by 11%
• Revenue increased by 4%

UPSHOT.AI FEATURES LEVERAGED

• User Behaviour Analytics
• Personalized Email Notifications
• Deep-linked, time-sensitive Push Notifications

Customer Testimonials:

“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

Also read : Amplify your digital channel engagement during COVID-19 outbreak

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