HungryNaki, the first food delivery brand in Bangladesh, aimed to sustain its pandemic-induced growth by implementing user engagement, retention, and conversion campaigns. HungryNaki chose Pushwoosh as a customer engagement platform for its capacity to deliver messaging at the scale required for these campaigns. At the peak, HungryNaki sent up to 49M pushes a day, all tailored through audience segmentation and message personalization.
The results were striking: in just six months with Pushwoosh, HungryNaki witnessed a tenfold surge in DAU and a 2.6-fold growth in MAU. Notably, their Android user count hit 17%, surpassing Pushwoosh's benchmark of 10.42% for the Food & Beverages industry.
Along with increased engagement, retention, and conversion rates, HungryNaki improved its monetary metrics. They experienced a boost in order volume and Average Order Value (AOV), all contributing to enhanced customer lifetime value.
Founded in 2013, HungryNaki was Bangladesh's first premium online food delivery service. It operated in five cities – Dhaka, Narayanganj, Sylhet, Chittagong, and Coxbazar – and successfully connected customers with restaurants across the nation.
With over 5,000 restaurants and an extensive menu of 400,000+ items, HungryNaki was a pioneering force in Bangladesh's online food delivery landscape, bringing culinary delights to the doorsteps of more than 400k satisfied customers.
Challenge: from the pandemic surge to sustainable scaling based on user engagement
HungryNaki experienced a significant surge in demand during the pandemic in 2020 and aimed to sustain and scale its success while the world was getting back to pre-pandemic consumption patterns. So in 2021, they turned to Pushwoosh to meet the following challenges:
- Audience segmentation: Before working with Pushwoosh, HungryNaki had struggled to segment its audience based on past actions;
- Personalization: The company was in search of a personalization tool providing content tailored not only to users’ stated preferences but also to their locations;
- Quick message delivery: Prior to partnering with Pushwoosh, sending messages to more than 100k users could take over an hour – this was far from efficient when it came to delivering hot or location-specific offers.
- Deliverability concerns: HungryNaki wanted to address the challenge of lower Android delivery rates compared to iOS;
- Campaign automation was new to the team: HungryNaki had never utilized campaign mapping tools for their mobile projects;
- Analytics gap: The absence of reporting and application stats hindered campaign optimization;
- API availability: HungryNaki was looking for a solution that was accessible via API.
In their quest to tackle these challenges, HungryNaki turned to Pushwoosh as the solution of choice. Here's why:
Solution: Pushwoosh provided timely and personalized messaging that would convert foodies at scale
To enable engaging and highly-converting messaging, Pushwoosh provided HungryNaki with behavior-based segmentation, event-triggered delivery, and personalization tools. HungryNaki chose to use Pushwoosh features via API, as it was more convenient for the team, and the platform provided that:
Segmented campaigns tailored to user past behavior
To increase the number of orders and inspire customers to explore new cuisines and restaurants, HungryNaki implemented behavior-based segmentation. By filtering users according to their triggered events, the food delivery brand delivered precisely targeted promotional campaigns. Here is an example of a behavior-based segmented message by HungryNaki:
Segment: Engaged users
Filter: ">=5 orders in the last 30 days”
The company also sent personalized offers to the following audiences:
- 0 orders in the last 7 days;
- Active in the last 30 days but no orders;
- Active in the last 7 days;
- Viewed at least one restaurant;
- Ordered X cuisine;
- Viewed X menu.
Leveraging behavior-based segmentation and precise targeting, HungryNaki streamlined high-ROI promotional campaigns. Here are some more examples of push notifications from such campaigns:
Real-time event-triggered messaging
HungryNaki leveraged event-triggered messaging to automate its onboarding, engagement, and conversion-to-purchase campaigns. HungryNaki’s marketers only needed to specify desired events and a time delay. The rest was handled by Pushwoosh, ensuring automatic message delivery.
HyngryNaki used two types of events for this purpose:
- Events and event attributes integrated from Adjust (e.g., attribution data in the event “Install” with attributes “Organic”, “Region”, “Language”, “DeviceType”;
- Custom events, specific to the industry (e.g., "RestaurantViewed," "Searched," and "UserPlacedOrder").
As part of event-based messaging, users were welcomed with a friendly in-app message as they first accessed the app. HungryNaki adopted the "What's in it for me" approach, showcasing the perks of saying "yes" to push notifications, such as accessing exclusive offers. This approach ensured that users felt valued and engaged right from the start:
Here's an example of a messaging flow orchestrated in Pushwoosh Customer Journey Builder. Users who explored the homepage receive tags with dynamic values (restaurant and item name). Those who didn't get to the homepage are gently nudged with a push notification:
Personalization was at the heart of HungryNaki's user engagement strategy. The company used the Dynamic Content feature provided by Pushwoosh to tailor messages to individual users.
Let's take a closer look at some of these personalized push notifications:
This notification displays the name of the last menu item users viewed, adding a personal touch that resonated with their preferences.
This multilanguage personalized message showcases the last item added to the user's cart.
This notification not only displayed the name of the last restaurant users viewed but also emphasized nearby options. For this location-based personalization, HungryNaki used Pushwoosh Geozones.
Geozones feature allows sending automatically triggered push notifications right at the moment a user enters the specified area on the map. Here is an example of location-based messaging that HungryNaki used in its campaigns:
Unlimited in-app messaging
Pushwoosh equipped HungryNaki with unlimited in-app messaging which proved effective on two fronts:
- Capitalizing on users already being within the app (having more potential for engagement);
- Guiding users through various stages of the customer lifecycle.
Here is an example of an in-app message converting engaged users into app promoters. Upon the successful completion of an order, users receive a prompt to rate the app. It is the company’s way of saying, "Hey, we value your opinion!" and encouraging customers to share their feedback, fostering a sense of connection with them:
HungryNaki turned new users from the pandemic era into high-value customers with Pushwoosh
During its collaboration with Pushwoosh, HungryNaki transformed its user base, which had grown during the pandemic, into high-value customers. This transformation was achieved through targeted mobile messaging that enticed users to place more orders and explore new cuisines and restaurants. As a result, HungryNaki improved its monetary metrics, including number of orders and AOV.
This success was made possible with automated engagement, retention, and conversion-to-purchase campaigns. Within these campaigns, HungryNaki leveraged behavior- and location-based segmentation, event-triggered messaging, and personalization, ensuring the brand reached the right audiences at the right time and place.
Ultimately, HungryNaki effectively guided users through their lifecycles, turning them into loyal customers who bring higher customer lifetime value (CLV) and promote the brand.
Are you interested in streamlining your marketing campaigns to encourage customers to explore your products and make more purchases, ultimately boosting your monetary metrics? Get in touch with Pushwoosh Team and unlock the potential of timely and targeted messaging that drives the results you crave: