About elmenus
elmenus is Egypt’s booming online food discovery platform that helps people discover and order food from over 12,000 restaurants in Cairo on its mobile and web app.
Founded in 2011, elmenus saw a gap in the market for the delivery of high-quality, beautifully presented meals that catered to local tastes. With an aim to bridge this gap, the company provides a social, visual, and personalized experience to users.
Users can upload photos of the dishes they have ordered and directly provide feedback to restaurants. On the other hand, restaurants can post menus with pictures, prices, and sizes of the dishes.
To provide a seamless and memorable online food ordering experience to its users, elmenus partnered with WebEngage to power its user engagement and retention.
The Objective
- Increase the number of orders placed on the app
- Improve user engagement & retention
- Drive more revenue
- Foster brand loyalty
The Challenges
- Lack of a unified customer view
- Siloed engagement channels
- Delivering hyper-personalized user engagement at scale
- Targeting user based on their behavior & preferences
The Solutions
The team at elmenus consolidated all the user data from various touchpoints on a single platform i.e. WebEngage’s marketing automation platform. The data from the user’s first visit to the elmenus app to the latest interactions were gathered under a single user profile.
Making use of the actionable data, elmenus then designed multi-channel journeys to tackle the challenges and drive app engagement:
1. Encourage app users to place their first order
elmenus wanted to effectively engage new app users right after they have installed the app. And encourage them to place the order by offering a discount code. To solve this, elmenus runs multi-channel user journeys to contextually engage with inactive app users at scale. It also delivers timely and personalized communication to drive app engagement and conversions.
2. Solicit restaurant feedback from users
To foster brand loyalty and drive business growth, elmenus wanted to get feedback from users about the restaurants, and the food they have ordered on the app. For this, elmenus runs a customized user journey to send personalized communication to users in their preferred language, based on their real-time interactions with the app, for maximum conversions.
3. Increase order frequency
elmenus realized the importance of user retention early on and was looking to engage with the segment of active users and send ongoing offers and personalized food recommendations to drive conversions. elmenus adopts a targeted journey to engage users based on their actions performed on the app and delivered hyper-personalized communication on their preferred channels like email, SMS, mobile push for maximum engagement.
4. Convince cart abandoners to place the order
elmenus was experiencing high cart abandonment rates on its mobile app and was looking for a way to encourage cart abandoners to complete the purchase. To solve this, they leverage an event-based journey for all those users who add dishes to their cart but do not complete the order within the specified time. A timely and personalized push notification is then delivered to the users’ phones nudging them to place their order on the app.
Results
Having a unified view of the users helps elmenus analyze the user’s behavior and preferences on a granular level and execute targeted multi-channel campaigns at scale. This helps them to significantly drive app engagement and increase the overall retention rate.
