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rakesh bollampally May 5, 2020

    SITUATION
    Panini began as an in-store company, selling their NFL, NBA and FIFA sports cards &
    memorabilia in physical stores such as Wal-Mart, Target, et al.
    With the onset of the digital revolution, they figured out that they could create digital
    versions of the sports cards, thus building a new line of business as well as a following for
    their sports card products among today’s mobile-first audience. To achieve this, they created
    separate apps for NFL, NBA and FIFA on Android and iOS platforms, allowing users to collect
    and trade digital sports trading catart a new purely digital LOB leveraging
    their existing IP.

    “Upshot.ai has helped us to have a unified view of our
    customer behavior across our various apps, e-commerce and
    customer support. It has a very unique array of engagement
    actions that have allowed us to create a more personalized
    relationship with our customers and helped accelerate our
    digital revenue streams. Today, Upshot.Ai is a critical pillar of
    our customer experience architecture and it’s one of the best
    technology decisions we’ve made.”
    Bob Hull
    CFO
    Panini America, Inc.
    Panini leverages Upshot.ai to drive product strategy
    and increase customer lifetime value across their
    NFL, NBA and FIFA card trading Apps
    SITUATION
    Panini began as an in-store company, selling their NFL, NBA and FIFA sports cards &
    memorabilia in physical stores such as Wal-Mart, Target, et al.
    With the onset of the digital revolution, they figured out that they could create digital
    versions of the sports cards, thus building a new line of business as well as a following for
    their sports card products among today’s mobile-first audience. To achieve this, they created
    separate apps for NFL, NBA and FIFA on Android and iOS platforms, allowing users to collect
    and trade digital sports trading cards.
    CHALLENGES
    Within the first few weeks into the launch of the apps, Panini observed
    that:
    Percentage of users completing the first-time user experience was 10%, which was significantly
    lower than the average of 50% for apps in this category.
    The number of paying users and the Average Revenue Per Paying User (ARPPU) hit a plateau,
    slowing down revenue growth.
    PRODUCT GOALS
    • Establish and grow a loyal user base for the Panini brand.
    • Create a fun and gamified card collecting experience
    for NFL, NBA and FIFA card collectors around the world.
    When the Panini apps went live, they were integrated with
    Upshot.ai via its native SDKs for iOS and Android, and the
    Upshot.ai team set up customized dashboards to help with KPI
    tracking.
    This meant that if users could be retained on their first day and until day 7, the apps had a
    much higher chance to meet their business and product goals.
    To achieve this, the Upshot.ai team planned and executed onboarding and engagement
    campaigns throughout the first 7 days of app usage. These campaigns were based on
    different user behaviours and aimed at increasing user awareness about app features, the
    fun things they can do in the app, and the rewards they can win if they did them. The team
    experimented with several versions of copy and graphics in the messages.
    But the campaign response and funnel analytics revealed that the challenge still remained.
    Users were still dropping off the app within the first 7 days, making it seem more of an UI/UX
    problem than a messaging one. The app product team got involved at this stage and redesigned
    the app screens, especially the ones that first-time users experienced. True enough,
    the analytics soon showed significant improvement in onboarding.
    • Most users were quitting the app on the same day they
    installed it, and they did not even finish the first-time user
    tutorial.
    • Users that stayed on the app for more than 7 days showed
    affinity towards one or more app features and exhibiting
    long-term retention.
    App user journey analytics captured using Upshot.ai
    showed them two contrasting patterns:
    Next, to reverse the slump in revenue growth, the Upshot.ai team aimed at increasing the
    paying user base while also increasing the purchase value per user. They adopted a
    personalization strategy to suggest a new app feature called Personalized Deals. Under this
    feature, every user was served fully personalized deal bundles based on their purchase
    history and content preferences.
    Problem 1:
    Problem 2 :
    SOLUTION
    The Upshot.ai customer success and live operations team that
    works with Panini is responsible for three areas of growth
    marketing: (a) KPI tracking through robust custom analytics (b)
    personalized 1:1 customer engagement, and (c) growth hacking
    via experimentation.
    • Transactional and Behavioural Tracking
    using Mobile App Analytics
    • Behavioral Funnels, Custom Reports
    • Hyper-segmentation Engine
    • Omni-channel Micro-surveys, Opinion Polls,
    Trivia, Rating requests
    • Personalized Push Notifications, In-app
    Messaging and Email
    UPSHOT.AI FEATURES LEVERAGED
    BUSINESS GOALS
    Start a new purely digital LOB leveraging
    their existing IP.
    20% increase in number of
    paying users 40% increase in ARPPU
    Day 1 and Day 3 retention
    improved by 100%
    6x increase in percentage of users
    completing the first-time user experience
    RESULTS

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