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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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