24.7%

INCREASE IN 1st PURCHASE

18.5%

INCREASE IN REPEATED PURCHASE

28.86%

INCREASE IN REFERRAL RATE

CHALLENGE

Winelivery is the leading alcohol beverage delivery in Italy with a presence in over 50 cities across the country and the possibility to deliver drinks at users’ doorstep within 30 minutes from the order. In 2020, Winelivery experienced substantial users’ growth due to the extended lockdown people were forced to live in. However, with business opportunities, also a need to improve down-the-funnel metrics became a reality to maximize profitability and ensure long-term growth for the years to come. 

With this in mind, the Winelivery team approached REPLUG with the following challenges: 

    1. Improve the onboarding process
    2. Increase the registration rate 
    3. Create a mix of CRM communication channels to maximize 1st purchase rate 
    4. Increase the number of referrals from users 
    5. Introduce the loyalty program to improve repeated purchase metrics

SOLUTIONS

From the beginning of the project, REPLUG worked side-by-side with the Winelivery tech and marketing team to understand the right growth levers, while, at the same time, keeping transparent communication with the executive team to track results. 

To successfully solve in a timely manner all the challenges that Winelivery was facing from a CRM perspective, our team decided to structure the project in two phases:

    1. Audit of CRM structure and conversion funnel 
    2. Implementation of identified growth levers to increase in-app KPIs performance

In the audit phase, our team focused specifically on mapping out all the crucial in-app events that would lead to the 1st purchase and eventually repeated purchase. To do this, we analyzed the user conversion funnel, identifying important in-app conversion points and how the tech tools implemented in the digital infrastructure of the Winelivery app (MMP, Database, CRM) were communicating. 

Thanks to the conversion funnel analysis, our team was able to pinpoint immediate improvements in the onboarding process that led to the user registration. By redesigning this experience, together with the Winelivery tech team, we managed to see a small initial improvement in the registration rate and a reduction in drop-offs. 

In the implementation phase, REPLUG focused on firstly analyzing existing communication flows done by the Winelivery team, as a mean to identify immediate solutions. After discussing with the executive team, however, we decided to move in a different direction, restructuring the user journeys to try improving results in the short-term. 

Our team acted systematically by streamlining the interactions (emails, push notifications, in-app messages) with users in different life stages. We started by analyzing the different segment behaviors and then moved on to understanding the usual time of conversion between the different in-app KPIs. 

In developing the CRM growth strategy, our retention team focused on: 

    1. Creating an automated journey in order to maximize the registration rate by presenting in-app messages and push notifications at the right moment. 
    2. Utilizing an automated combination of emails, push notifications, and in-app messages, with specific user discounts, to increase in-app interactions and move the users from the registration point to the purchase point. 
    3. Implementing deep linking to redirect users to the right in-app point
    4. Implementing a ferocious A/B test structure for the most part of the communications, in order to get learnings and improve every single step of the automated communications as well the on-time comms

RESULTS

REPLUG’s approach led to immediate results for Winelivery on all important KPIs that the executive team was interested in tracking. In 3 months, we managed to achieve the following results: 

    • Convert more installs into registrations – Our team analyzed the average time it took for a user to register or drop-off. Based on this analysis, we implemented highly targeted in-app messages, used as a reinforcement, which led to an increase in the registration rate of 19.11%
    • Turn registration into purchasing users – To improve the number of users who would use the service for the 1st time, we implemented two strategies. The first one focused on creating a communication flow that would focus on Winelivery’s value rather than on discounts. We decided to take this approach, because we wanted to create a loyal user base, who would eventually purchase again, rather than one-time shoppers. To this activity, we segmented past audiences who didn’t interact with the app after the registration and sent them specific campaigns, combined with in-app messages, to reactivate them. These two activities combined led to an increase in the first purchase rate of 24.70%
    • Create loyal users – In the next step, our experts focused on increasing repeated purchases, with a similar strategy designed for the 1st time purchasers. As these were existing users, we wanted to be sure not to harm the relationship Winelivery had already established. For this reason, we stressed even more on A/B testing messages, also with the control group in mind to track results. The journeys created saw a boost in conversions up to 150%.
    • Increase referral rate – Winelivery noticed that referred users were the most active in-app with a very high purchasing power. For this reason, the referral process was a key factor for the executive team and played a crucial role in defining the project’s success. Our team decided to focus the referral communication strategy on users with at least two purchases, by highlighting the advantages and rewards (with the introduction of the loyalty program as well) to refer a friend. This activity led to an increase in referrals of 28.86% within only 3 months.

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