Product Manager, Reteno
December 17, 2022
Increase in Retention
Sales by Triggers
of Results Provided by AI
Prom.ua belongs to the top 5 largest marketplaces in Eastern Europe with more than 140 million monthly visitors, 60 thousand merchants, and 100 million products. 80% of buyers use the mobile application. Prom is a startling example of the transition from e-commerce to m-commerce.
The Prom team's key objective was to retain more users by encouraging their purchase activity. This requires improved customer experience and communication within the lifecycle. Thus, the company had to reconsider the approach to campaigns, reduce their intensity and abandon bulk message bombardment in favor of personalization.
Reteno is a platform that covers all the Prom’s requirements by offering:
Prom.ua gave up on blast promo emails: now, event-triggered campaigns are the key to their retention strategy. Users receive personalized, relevant messages based on their actions in the app. Prom focuses on mobile pushes as they generate 90% of all direct channel sales. But it doesn’t neglect emails as well.
The marketplace has developed more than 70 automated campaigns. Below, we have listed the most interesting of them.
Within onboarding, Prom reveals its benefits. This campaign is highly segmented and takes into account the previous purchases and the platform’s features used by the customer. If a client has placed an order without secure payment, they'll receive a notification with a call to try this feature. It helps in retention by improving user experience: customers find Prom convenient and safe.
Triggers based on unfinished actions are the most successful practice in direct marketing. To win leads back into the funnel, Prom.ua set up automated workflows not only for browsing and carts but also for abandoned product categories and searches.
The company also distributes pushes with wishlisted items. There were a few triggers launched:
Based on comments, buyers choose products and stores, and merchants increase the chances of sales thanks to them. That’s why Prom.ua sends several messages encouraging feedback:
Mobile pushes in these flows are combined with emails and rich messages to increase user engagement.
The marketplace offers recommendations taking into account the buyer’s last purchase or purchases for a certain period.
If an order was canceled due to the product's absence, the user receives recommendations with the same item from other sellers.
Often, it is the key to instant purchases. This is why Prom.ua sends out notifications about decreasing prices of
If the category viewed by the user within the last 24 hours has been replenished with new products, the buyer gets a notification. To make the offer more relevant, contacts who placed an order during this time are excluded from the campaign.
Customers receive messages with promotional items, which meet the users’ behavior history. Notifications are sent only to active users who have visited Prom.ua during the last month.
Personalized offers based on historical data are also sent out to inactive users who viewed items 1, 2, or 3 months ago.
Prom has on-site landing page recommendations, which are personal filters in categories based on user activity.
Now they are testing the same approach in triggered notifications with search results, views, discounts, news, etc. Due to a limited message length, offering a landing page is more efficient than selecting one recommended product.
Thanks to such a comprehensive approach to marketing, Prom’s team has achieved remarkable results:
In the near future, the company plans to improve all its communications by using A/B testing and launching new triggers. It requires the study of users’ behavior. Here, again, Reteno tools are going to be very helpful. Developers of our platform are always ready to assist in running new solutions.