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Safeway vs. Instacart - User Engagement Teardown

This is an Iterable User Engagement Teardown comparing Safeway and Instacart's user engagement strategies in the first 3 weeks post-signup.

After evaluating all messages received, we identify what these companies do well and where there is room for improvement. Everything shown in the slides (and any recommendations) can be implemented with Iterable's Growth Marketing Platform.

To view more User Engagement Teardowns, visit https://iterable.com/teardown

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Safeway vs. Instacart - User Engagement Teardown

  1. 1. User Engagement Teardown www.iterable.com
  2. 2. User Engagement Teardown Make sure to watch full screen! Press this button Iterable, Inc. All Rights Reserved 2
  3. 3. A Quick Word on Iterable Iterable is the growth marketing and user engagement platform. • Segment users, build workflows, automate touchpoints and test strategies at scale without engineering support. • Everything you see here (and more) can be done with Iterable. You can see other teardowns at: iterable.com/teardown Iterable, Inc. All Rights Reserved 3
  4. 4. What is a “User Engagement Teardown?” We analyze an user engagement over a defined period post-signup. • We offer constructive evaluation and feedback. • We cover all types of B2C businesses: e-commerce, marketplaces, media, politics, etc. Iterable, Inc. All Rights Reserved 4
  5. 5. Background on Safeway and Instacart Safeway and Instacart provide two leading grocery delivery services in the U.S. • Safeway, founded in 1915, is an American supermarket chain with 1,300+ locations. • Instacart, founded in 2012, serves 25 states in the U.S. and is currently valued at $3.4B. Iterable, Inc. All Rights Reserved 5
  6. 6. What We Did Signed up and received messages over 3 weeks between May — June 2017 We escalated activity over time: • Completed user profiles • Downloaded mobile apps • Abandoned shopping carts at checkout • Completed a purchase with each delivery service • Reviewed orders after received deliveries Iterable, Inc. All Rights Reserved 6
  7. 7. On to the User Engagement Timeline…
  8. 8. User Engagement Timeline Iterable, Inc. All Rights Reserved 8 MessagesUserActivity We’ll show you what we (the user) did here… Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
  9. 9. User Engagement Timeline Iterable, Inc. All Rights Reserved 9 MessagesUserActivity We’ll show you what we (the user) did here… Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push …and the messages we received here. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
  10. 10. User Engagement Timeline Iterable, Inc. All Rights Reserved 10 MessagesUserActivity We’ll show you what we (the user) did here… Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push …and the messages we received here. Activities and message types are color coded as shown in this key. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
  11. 11. Now let’s look at Safeway and Instacart’s user engagement. First, Safeway…
  12. 12. The Safeway User Engagement Timeline Iterable, Inc. All Rights Reserved 12 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile
  13. 13. The Safeway User Engagement Timeline Iterable, Inc. All Rights Reserved 13 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile After creating a new account, we received a welcome email with featured coupons and offers.
  14. 14. The Safeway User Engagement Timeline Iterable, Inc. All Rights Reserved 14 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile We completed tasks on desktop and mobile, but they did not trigger any messages.
  15. 15. The Safeway User Engagement Timeline Iterable, Inc. All Rights Reserved 15 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile Safeway sent a stream of email blasts with offers, as well as an encouragement to download the mobile app, which we had already done.
  16. 16. The Safeway User Engagement Timeline Iterable, Inc. All Rights Reserved 16 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile None of these messages responded to our recent cart abandonment.
  17. 17. The Safeway User Engagement Timeline Iterable, Inc. All Rights Reserved 17 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile We then received a cart recovery email 3 days after the second time we abandoned the cart, 5 days after our first attempt.
  18. 18. The Safeway User Engagement Timeline Iterable, Inc. All Rights Reserved 18 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile After we completed our purchase, Safeway sent an order confirmation email. The day after, we received a delivery notification email.
  19. 19. The Safeway User Engagement Timeline Iterable, Inc. All Rights Reserved 19 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile Two days after we placed the order, Safeway sent a triggered email that encouraged us to write a review, as well as a regular blast.
  20. 20. The Safeway User Engagement Timeline Iterable, Inc. All Rights Reserved 20 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile However, Safeway did not respond after we wrote a review, but sent two promotional blasts instead.
  21. 21. Now let’s look at Instacart’s user engagement…
  22. 22. The Instacart User Engagement Timeline Iterable, Inc. All Rights Reserved 22 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile
  23. 23. The Instacart User Engagement Timeline Iterable, Inc. All Rights Reserved 23 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile After we created a new account, we received a welcome email that offered 7-day free delivery and encouraged us to download the mobile app.
  24. 24. The Instacart User Engagement Timeline Iterable, Inc. All Rights Reserved 24 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile However, we did not receive any messages triggered by our mobile actions. Instead, Instacart sent a stream of blasts to count down to the end of the free promotion. All of these emails went to the spam folder.
  25. 25. The Instacart User Engagement Timeline Iterable, Inc. All Rights Reserved 25 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile Instacart also did not react to our cart abandonment. They extended the free delivery offer and sent another stream of reminder emails that went to spam.
  26. 26. The Instacart User Engagement Timeline Iterable, Inc. All Rights Reserved 26 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile After we completed our purchase, Instacart sent a total of 3 emails: 2 order confirmations and 1 blast email.
  27. 27. The Instacart User Engagement Timeline Iterable, Inc. All Rights Reserved 27 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile Instacart also sent 4 mobile messages during delivery: 1 push notification with estimated delivery time, and 3 SMS regarding purchase, shipping and delivery, respectively.
  28. 28. The Instacart User Engagement Timeline Iterable, Inc. All Rights Reserved 28 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile The next day, we received another triggered email asking us to review our order, as well as a blast about referral.
  29. 29. The Instacart User Engagement Timeline Iterable, Inc. All Rights Reserved 29 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile We received a thank you note the day after writing our review.
  30. 30. The Instacart User Engagement Timeline Iterable, Inc. All Rights Reserved 30 MessagesUserActivity Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS/Push Created new account Downloaded app Signed up for SMS Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Completed purchase Mobile check-in Abandoned cart Abandoned cart again Wrote review Completed user profile One week after ordering, Instacart sent a restocking email, featuring items we purchased, but it went to spam again.
  31. 31. Frequency Takeaways During the 3 weeks, Safeway and Instacart differed in the frequency of messages per channel. • Safeway: 12 emails • Instacart: 19 emails, 1 push notification, 3 SMS Iterable, Inc. All Rights Reserved 31
  32. 32. Differing Priorities Instacart tried to engage with users more often by sending more blasts, although deliverability appeared to be an issue. Safeway relied on single-channel email messaging and did not send any mobile messages. Iterable, Inc. All Rights Reserved 32
  33. 33. Now let’s look at the message content…
  34. 34. Iterable, Inc. All Rights Reserved 34 These are three standard Safeway messages (as depicted in Outlook). You’ll notice…
  35. 35. Iterable, Inc. All Rights Reserved 35 Relevant images with color
  36. 36. Iterable, Inc. All Rights Reserved 36 Emphasis on offers and promotions
  37. 37. Iterable, Inc. All Rights Reserved 37 Clear calls to action to complete an order on desktop.
  38. 38. Iterable, Inc. All Rights Reserved 38 Cramped text that seems to suggest issues related to the email client and design responsiveness.
  39. 39. Iterable, Inc. All Rights Reserved 39 These are three standard Instacart emails (as depicted on Outlook). You’ll notice…
  40. 40. Iterable, Inc. All Rights Reserved 40 Consistent branding in imagery
  41. 41. Iterable, Inc. All Rights Reserved 41 Clear calls to action with mobile responsiveness
  42. 42. Iterable, Inc. All Rights Reserved 42 Mobile app download buttons
  43. 43. Iterable, Inc. All Rights Reserved 43 Modern, personal voice & emoji usage
  44. 44. Content Takeaways Each company’s content reflects its approach to delivery promotion. Safeway Delivery: • Highlights numerous offers and coupons • Encourages desktop purchases Instacart: • Prioritizes mobile interactions • Offers are often limited in a time-sensitive promotion Iterable, Inc. All Rights Reserved 44
  45. 45. Recommendations Both companies could improve their triggered content by sending timely, personalized messages that react to user actions. Instacart could improve their email deliverability to reach more customers and increase user engagement. Safeway could enhance their mobile engagement by coordinating messaging across email, push and SMS to increase app usage. Iterable, Inc. All Rights Reserved 45
  46. 46. If you liked this teardown… You’ll enjoy the others! View them all by visiting: iterable.com/teardown Join the discussion on Twitter @Iterable, using #UEteardown Iterable, Inc. All Rights Reserved 46

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