“Being able to measure the success of any marketing campaign is crucial, because without data-driven insights, we risk navigating in the dark, unsure of what truly resonates with our audience. It’s crucial for companies to align their chosen KPIs with their specific business objectives, while being aware that these may shift over time in response to evolving marketing goals and strategies,” said Mahek Punjabi, Marketing Director, InstaShop.
InstaShop places a strong emphasis on user retention as its primary key performance indicator (KPI). The company boasts a dedicated user base who express their loyalty by frequently making orders. The brand prioritises the tracking of engagement across various communication channels. For its customer relationship management (CRM) efforts, Punjabi closely monitors open rates and click-through rates in relation to push notifications and emails.
She also discusses how maintaining brand loyalty and a unique identity in a competitive market involves active listening, app evolution, strategic partnerships, exceptional customer service, and consistent messaging and values.
Excerpts from the interview:
What unique marketing challenges or opportunities does this industry present compared to others?
The delivery app industry is such a unique one in terms of challenges. One example would be the lack of user trust in the quality of fresh produce, which we at InstaShop tackle through high standards for in-store pickers, quick delivery, and leveraging user reviews and feedback. Given the recurring nature of grocery and pharmacy purchases, building customer loyalty is also vital. We have a high retention rate compared to similar apps, achieved through a great user journey, robust customer service, and effective CRM lifecycle user journey flows.
In terms of opportunities, I’d say that there is a lot that can be done in terms of personalisation – data from past purchases can be used to personalise recommendations and promotions, enhancing the user experience. Location-based marketing and app notifications can be highly effective in reaching and engaging users when they are most likely to make a purchase. With this industry, there is a constant need to evolve based on user expectations, and it is absolutely worth it.
How do you stay updated with the latest marketing trends and technologies to keep InstaShop's marketing strategies innovative and effective?
At InstaShop, staying ahead with the latest marketing trends and technologies is a priority. Our incredible marketing team is perpetually engaged in learning and experimenting with new trends and emerging social media platforms. We’ve established feedback loops that continuously scrutinise results from A/B tests, revealing both emerging trends and areas for improvement.
Moreover, we’re fully embracing the power of AI, integrating it into various facets of our marketing approach. From crafting ad captions to designing visuals, and even deploying an in-app recipe bot, AI plays a pivotal role in our innovation journey.
Through these proactive measures, InstaShop not only keeps its marketing team well-informed but also ensures adaptability, allowing us to continuously evolve our strategies and effectively capitalise on the latest trends and technologies.
How can companies effectively measure the success of their marketing efforts, and what KPIs are most relevant?
Being able to measure the success of any marketing campaign is crucial, because without data-driven insights, we risk navigating in the dark, unsure of what truly resonates with our audience.
At InstaShop, user retention stands out as our top KPI. We have users that absolutely love us, and place orders multiple times a week. Our goal is thus to ensure that we provide a great user experience and top notch customer service so that they keep coming back!
Additionally, we prioritise tracking engagement through various channels. For our CRM initiatives, this involves closely monitoring open rates and click-through rates for push notifications and emails. In terms of performance marketing, we use 3rd party tools specific for mobile tracking to ensure that we have low CPAs with the highest possible conversion.
We focus on new user acquisition, so CPA is a major KPI, along with conversion rate to make sure we acquire valuable users and maintain a high LTV.
It’s crucial for companies to align their chosen KPIs with their specific business objectives, while being aware that these may shift over time in response to evolving marketing goals and strategies.
How has the role of user-generated content and social proof helped in building trust and driving conversions in online grocery delivery marketing?
The role of user-generated content and social proof is essential to build trust in the realm of online grocery delivery marketing, as users want to be sure that the products, including perishables like bread, fresh produce, and dairy, will be delivered in impeccable condition. UGC, spanning customer reviews, testimonials, and ratings, serves as a credible tool, providing authentic and unbiased insights into the service quality. This organic feedback from fellow users often holds more influence than conventional marketing channels.
Authenticity in user-generated content is key. By showcasing genuine user experiences and actively sharing them, we have significantly boosted our credibility and reputation.
Equally crucial is how a company responds to reviews. Rather than deleting negative comments, we have a dedicated team that transparently addresses them, showcasing our brand’s integrity and commitment to user satisfaction, which resonates well with today’s modern consumers.