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.
Start a new purely digital LOB leveraging their existing IP.
- Create a fun and gamified card collecting experience for NFL, NBA and FIFA card collectors around the world.
- Establish and grow a loyal user base for the Panini brand.
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%. This 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
The Upshot.ai customer success and live operations team work 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.
When the Panini apps went live, they were integrated with Upshot.ai via its native SDKs for both iOS and Android. The Upshot.ai team set up customized dashboards to help with KPI tracking.
App user journey analytics captured using Upshot.ai showed them two contrasting patterns:
- Most users were quitting the app on the same day they installed it. They did not even finish the first-time user tutorial.
- Users that stayed on the app for more than 7 days. It showed affinity towards one or more app features and exhibiting long-term retention.
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. Thus, 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 re-designed the app screens, especially the ones that first-time users experienced. True enough, the analytics soon showed significant improvement in onboarding.
Problem 2 :
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.
- 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
UPSHOT.AI FEATURES LEVERAGED
- 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 has helped us to have a unified view of our customer behaviour 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. It 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.”
Panini America, Inc.
About Upshot.ai :
Upshot.ai is an omnichannel, user engagement, and gamification platform that helps digital product owners and marketers improve their product adoption and conversions. Fortune 1000 companies such as GE, UHG, Puma, Sony, ITC, Tenet healthcare are using Upshot.ai and observed a massive increase in product adoption YoY increment in revenues.
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