Product Manager, Reteno
March 31, 2022
Umico is a complex application that combines a marketplace, loyalty program and mobile bank. The audience of Umico is 1,500,000 users, while the total market size is estimated at 2,500,000 customers. The app has more than 5,000,000 sessions monthly.
Umico Market is the first mobile marketplace in Azerbaijan. There are tens of thousands of products in different categories: electronics, cosmetics, perfumes, household goods, etc.
Umico Bonus is a universal electronic bonus card using which customers can get cashback with Umico bonuses in different companies throughout the country.
Umico Bank is a mobile bank where users can apply for a co-branded BirKart Umico bank card and receive up to 1.5% cashback when making payments.
Even if the buyer purchases without bonuses and pays for the order with a BirKart, Umico still identifies this client.
With such a complex and multi-level structure of Umico, one cannot do without a CDP to combine user data from different sources, not only online but also offline, and create a single customer profile. The company opted for Reteno.
The main tasks of Reteno as a mobile customer data platform:
When working on the Umico project, we first enabled user communication through mobile pushes, both promotional and triggered.
The important step was to set up Multilanguage since the Umico app has three language versions: Azerbaijani, English and Russian.
The system sets the languageCode parameter in the user profile depending on the selected language in the app interface.
To automate the sending of triggered messages, we've enabled app tracking and advanced segmentation to receive data on customer activity in the app.
Based on the events sent by app tracking, we set up seven triggered campaigns, detailed below.
If a user left the product in the cart and didn't place an order, an abandoned cart mobile push will be sent to them in an hour.
If a user viewed products in the app but didn't add anything to the cart and left, they will receive an abandoned browse mobile push in an hour.
If a user has items in the cart and the item they are interested in drops in price, they will be sent a mobile push.
If a user viewed products but didn't buy and the item they are interested in drops in price, they will receive a mobile push.
If a user left the product in the cart and it is out of stock, they will be sent a mobile push when the product is back in stock.
The next day after receiving the order, we send a mobile push with the items most often bought with the purchased product.
Suppose we couldn't find recommendations for the most expensive item in the order. In that case, the system picks one high-priced product as a recommendation for the next most expensive item in the order.
Above campaigns are configured to send a message at a specific time not to disturb users. After that, contacts are added to the Do not send group and excluded from promotional campaigns. After 9 hours, these contacts are deleted from the segment and can receive other mobile pushes. Such settings help avoid bombarding app users with unnecessary messages and send them only what they are more likely to respond to.
We launch a reactivation campaign for users who haven't viewed product offers for a month. The product to be recommended is selected according to the browsing history. Below is an example of this mobile push in the Reteno editor.
After receiving a contact event, the system checks the value of the languageCode variable and, depending on it, sends a mobile push to the recipient in the corresponding language.
Automated mobile push campaigns allowed Umico to optimize remarketing costs and promptly bring users back to the app.
User engagement has grown; they began to access Umico through the app increasingly.
Users who receive triggered mobile pushes make purchases 1.5 times more often. The app experienced 20% fewer abandoned carts after setting up automation.
The company’s marketers also noted other performance indicators of triggered mobile pushes:
Umico has ambitious goals for 2022:
The Reteno team helps Umico achieve these goals.
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