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Who is an active user?
Core value Prop
How many times a Core User experiences the Core user experiences the value proposition?
ICPs
1
ICP #1
ICP #2
ICP #3
2
Age
18-22
22-25
25-30
3
Location
Pune
Bangalore
Ahmedabad
4
Most used apps
Hotstar,netflix,voot,prime video,zomato,upi apps,whatsapp,snapchat
Netflix,Prime video, slack ,zoom,swiggy,zepto,linkedin,instagram
Hotstar,zee5,voot,upi apps,zomato,whatsapp
5
JTBD
Explore various options
Create wish lists and shop during sale for festivities
Shop for themselves,kids and partner
6
Time vs Money
Has lots of time and very little money
Has Limited time and money
Has lots of money and very little time
7
Average Order value on myntra
Rs.2000
5000-7000
Rs.15000
8
Most loved feature of the app
Variety of options
Ability to make Wishlist
quick and easy returns
9
Natural Frequency
Once in six months
Once in a quarter
once a month
10
Most hated feature of the app
bad customer service
bad customer service
cluttered home feed
11
Type of user
Casual User
Core user
Power user
12
Tag using RFM
Promising
Loyalist
Champion
There are no rows in this table
Engagement Framework
Engagement Framework
Metric
Selected
Rationale
1
Frequency
No. of items bought per month
Secondary
With time we have seen that the frequency of purchase decreases in case of casual users and increases for power users
2
Depth
Average Order value
Primary
With time we can see that average order value increases from casual to power
3
Breadth
Categories being bought
Not Selected
User insights have suggested that they trust myntra more on fashion as compared to other categories
There are no rows in this table
Engagement Campaign
1
Campaign
Target Segment
Goal
Pitch & Content
Channel
Offer
Frequency of campaign
When the offer is to be made
Success Metrics
Explanation of why this campaign is being designed
why it'll work is stated, backed by user insights and research
2
Campaign 1
Casual User
Converting them to core user
Give them cashbacks,so that they keep coming back to the platform
Whatsapp,email,Text message, push notification
Coupon codes,cashbacks upto 50%
when no purchases are made in 2 months
Once a month and on every EORS
CTR of WhatsApp,email,text message and push notification, number of cashbacks used and number of transactions
This campaign is being designed to convert casual users into core users by giving them platform currency so that they can experience the USP of the platform
If the core user buys every quarter then a campaign like this should deliver useful results
3
Campaign 2
Core User
Converting them to power user
Give them discount on Myntra Insider membership
Whatsapp,push notification
Cashback on first few purchases as a member
Every month
Once a month and on every EORS
CTR of WhatsApp and push notifications, number of transactions
This campaign is designed to convert core users into power users by
If the user gets great customer service along with discounts and cashbacks user is bound to stay
4
Campaign 3
Power User
Increase AOV
Get a curated home feed from favourite brands on your Home Screen
Whatsapp,push notification
Personalised home feed based on their previous purchases
Every week
Every day
CTR of WhatsApp and push notifications, number of transactions
This campaign is designed to increase the average order value from power users
If the user gets personalised home feed which is not cluttered with great customer service they are bound to stick and purchase more
5
Campaign 4
Core,Casual and Power
Increase AOV
Fashion inspiring content Based on likes and dislikes users from fashion influencers and brands users follow
Whatsapp,push notification
Coupon codes and cashbacks
Every week
Once a day
CTR of WhatsApp and push notifications, number of transactions,number of likes and views on the platform
This campaign is designed to drive consumption across segments of users
If user gets relatable content from their favourite brands and influencers they are bound to make more purchase decisions
6
Campaign 5
Core,Casual and Power
Increase AOV
Livestreams from brands
Whatsapp,push notification
Coupon codes and cashbacks
Every week
Once a day
CTR of WhatsApp and push notifications, number of transactions,number of likes and views on the platform
This campaign is designed to drive consumption across segments of users
The level of engagement in livestream is much higher compared to other forms of content
There are no rows in this table
Retention
Churn Reasons
Voluntary
Involuntary
1
Better prices or alternatives found on another platform
Favorite brands shut down / stopped being available on Myntra
2
More options for a brand available on other platforms
Specific product categories not available or shut down
3
Bad recommendations despite making multiple purchases on the app
Item that user wants is out of stock with the brand
4
Bad quality product delivered
5
items or sizes searched for are not in stock
6
Waiting for sales to start and forgets to buy from the cart or finds options elsewhere
7
Relatable content not there on the platform
There are no rows in this table
Retention Curve
Indicators
At risk
churned users
1
lower CSAT scores
cancellation increase
2
abandoned carts
users complaining not getting personalised recommendations despite being power users
3
increase in number of returns
lower ratings on google play store and Apple App Store
4
decrease in number of orders when sale is not there
5
AOV has decreased
6
Increase in number of support tickets
There are no rows in this table
Churned users
At risk users
Resurrection
1
Campaign
Target Segment (Keeping in mind, what stage the user has churned)
Goal
Pitch & Content
Channel
Offer
Frequency of campaign
When the offer is to be made
Success Metrics
Explanation of why this campaign is being designed
why it'll work is stated, backed by user insights and research
2
Campaign 1
Casual
Increase in no. items ordered
Free delivery for limited time period
Whatsapp,text message and email
Free deliveries for users with better customer support
Every six months
Every three months
AOV,number of checkouts and coupons used
This campaign is designed to make sure we don’t lose existing users from the platform
This campaign will make sure that there are no abandoned carts on the platform
3
Campaign 2
Core
Increase in AOV
Give them personalised home feed based on their previous purchases and likes and dislikes on posts on content uploaded on the platform
Whatsapp,push notification
Coupon code and discounts on their next few purchases
Every three months
Every month
AOV,number of checkouts and coupons used
This campaign will make sure that we core users stick to the platform and again become power users in the future
This campaign will make sure the user experience of the platform is upgraded
4
Campaign 3
Power
Orders are getting placed every month with high AOV
Chance to meet their favourite fashion influencer, goodies and merchandise from their favourite brands if they exceed purchasing a particular AOV
Whatsapp,push notification
Free insider membership for the next one month
Every month
Every week
AOV,number of memberships being experienced, increase in number of mentions across social handles
This campaign is to make sure that there is no loss of power users as insider members
There are no rows in this table
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