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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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