Engagement & Retention project | EazyDiner

Eazydiner:

EazyDiner is your go-to app for everything dining. It lets you easily book tables, discover exclusive offers, get personalised restaurant recommendations, and enjoy loyalty rewards. With its simple and intuitive design, EazyDiner brings all the features you need into one place, making the entire dining experience smoother and more enjoyable.

Core Value:

EazyDiner helps users easily find and book restaurants, with a focus on offering exclusive deals, discounts & ease of payment. It simplifies the dining-out experience by solving four main problems:

1. Restaurant Reservations: Quickly book tables at your favourite spots or get priority seating at the busiest venues.
2. Exclusive Discounts: Users get access to deals, like discounts on meals, cashback or complimentary drinks, that aren’t available elsewhere.
3. Payment on the App: User can pay the bill on the app itself and utilise the payment offers as well as ease of payment without worrying about carrying cards or cash and collecting receipts for tracking purpose.
4. Personalised Suggestions: The app curates restaurant recommendations based on past preferences, User location, etc. to make it easier to find what user will like.

User Experience:

Seamless table booking process, personalised restaurant recommendations, frequent updates on exclusive offers & payment, and easy access to loyalty rewards.

Natural Frequency:

1. Casual Users (1-2 times a month): These users aren’t dining out too often but might turn to EazyDiner for special dinners or when they’re looking for good deals around them. Typically free eazydiner users without any membership.
2. Core Users (3-5 times a month): These users are eating out regularly, whether for work or leisure, and use EazyDiner to find restaurants and get discounts. Typically these users are eazydiner prime members.
3. Power Users (7+ times a month): These users are dining out frequently, possibly for leisure+business, and rely heavily on EazyDiner to make regular reservations and take advantage of deals and tracking all the receipts in the app itself. Typically these users are eazydiner prime members and might use eazydiner credit card as well.

Active User:

An active user is anyone who at least interacts with the app’s core features once in a month, either by making bookings or engaging with walk-in offers and making payment for their dining bill on the app.

Segmentation is done based on Casual, Core & Power Users here:

Notes:

1. Navdha a casual user who lives in Gurgaon and works as business analyst, she goes out for dining thrice in a month on an average and use eazydiner once or twice in a month as other time she goes out at restaurants which are not available on eazydiner. She loves using eazydiner as she gets almost 25-30% discount on dining from deals and payment offers. She also like filter feature based on dining out type which makes it easier to finalise the restaurant.
2. Adrija a core user who lives in Mumbai and works as project manager at an MNC and she goes out for dining 5-6 times in a month which combines personal and business dining both. She needs to go out on business dinners with clients as well as she goes out for personal dining with friends and family. she uses eazydiner 80% of the time as sometimes restaurant she wants to go is not listed on eazydiner. She has prime membership of eazydiner through which she is able to save 50% on dining out. also she likes the fact that she doesn't need to keep restaurant bills safe with her for reimbursement for business dinners as she get the receipt directly on eazydiner app and makes her life easy.
3. Chetan a power user who lives in Jaipur and works as Sales head at a b2b company and he lives exploring different cafes in the city and also goes out for dining out with his clients. he uses eazydiner 8+ times in a month due to his hobby of exploring different cafes and business dinners. he also holds eazydiner indusind bank credit card which gives him additional 25% discount. he says he is able to save around 10k every month due to the app and he is able to explore more cafes and restaurants. He likes the fact of finding places based on type of dining he wants to go which makes his work easy.

Retention Framework:

Engagement framework which is most important and will drive retention: Frequency

Engagement Campaigns:

Campaign 1: Weekend Table Bonus

• Segmentation: Casual Users (Users who don’t book often)
• Goal: Increase frequency of weekend reservations, shift behaviour to core
• Pitch/Content: Your weekend plans just got better. Book a table this weekend and get additional 15% off at your favourite spot
• Offer: 15% additional off weekend reservations from Friday to Sunday
• Frequency & Timing: Send out every Thursday to drive weekend traffic using push notification and email
• Success Metrics: 30% increase in weekend reservations, 20% of casual users booking more than once

Campaign 2: Table Reserved, Discount Applied!

• Segmentation: Casual & Core users who uses eazydiner for table reservation only and doesn't utilise different offers and deals
• Goal: Boost the frequency of reservations with discounts
• Pitch/Content: You’ve got the taste, now let’s make it sweeter. Book today & get 20% off on your reservation!
• Offer: 20% discount on any reservation made in the next 48 hours
• Frequency & Timing: Push notifications on weekdays to drive weekend reservations
• Success Metrics: 25% increase in reservations during the campaign period

Campaign 3: Unlock Your Premium Dining Experience!

• Segmentation: Core Users, users who book 2-3 times a month but haven't upgraded to Prime
• Goal: Drive conversions from core users to Power Users by encouraging them to purchase Eazydiner Prime for enhanced benefits and more frequent engagement
• Pitch/Content:
  You’re a regular, but why not enjoy more? Unlock a world of exclusive benefits with Eazydiner Prime—priority reservations, extra discounts, and more! Upgrade today and enjoy 25% discount on 3 months prime membership
• • • Enjoy complimentary premium drinks at restaurants with each booking
    • Extra upto 50% discounts on reservations
    • Special event invitations and more
• Offer:
• • 25% off the 3 months Prime membership if they upgrade within 72 hours
  • Bonus: 1000 loyalty points that can be redeemed on future bookings when they subscribe to Prime
• Frequency & Timing:
• • Timing: campaign for one week with a push notification and email sequence
  • Reminders: 3 days after the initial notification to create urgency, followed by a final "last chance" reminder the day before the offer ends
• Success Metrics:
• • 15% of Core users who have already made at least 2-3 bookings per month upgrade to Prime
  • Increase in reservation frequency: After upgrading, aim for 25% of these users to increase their bookings within the next 30 days
  • Loyalty point usage: 50% of Prime members use the loyalty points within the first 45 days, reflecting active engagement

Campaign 4: Join the VIP Table Club!

• Segmentation: Power Users, users who make 5+ reservations per month
• Goal: Reward and retain high-engagement users, enhance app usage.
• Pitch/Content: You’re officially a VIP! Unlock special access to exclusive restaurant deals and personalised reservations.
• Offer: Invite to VIP Table Club + 10% extra discount on premium restaurants
• Frequency & Timing: Bi-monthly emails with sneak peeks of VIP-only events
• Success Metrics: 25% increase in repeat bookings in the VIP program, 40% increase in app visits

Campaign 5: Eazydiner Weekly Rewards

• Segmentation: Core & Power Users who book regularly but don't engage with loyalty points
• Goal: Increase app engagement and reward consistent use
• Pitch/Content: Every week brings new rewards. Book any table & earn loyalty points you can redeem on future bookings!
• Offer: Loyalty points with every booking, bonus points for weekend reservations
• Frequency & Timing: Weekly push notifications to engage users and remind them of loyalty program
• Success Metrics: 30% increase in loyalty program engagement, 15% more frequent bookings

Guesstimate approach:​

Given our earlier data of segmentation based on user surveys, we will use it to draw the retention curve using guesstimate approach as no prominent data available online for dining out segment retention.

Assumptions:

1. We can determine retention of user in long term based on their activity in the first month by classifying their behaviour in Casual, Core and Power user
2. Given, we have taken monthly frequency as a base metric to classify users based on nature of product usage, we will continue to do M-o-M analysis. While product has strong weekly usage, that is only applicable for relatively smaller percentage of user base
3. We have assumed Casual, Core and Power split would be 50%, 35% and 15% respectively.
4. We have also assumed initial first month retention rates of each of the cohorts - Casual, Core and Power User to be 40%, 65% and 80% respectively.
   

After having established assumptions, to accurately calculate M-o-M retention percentage points, we will take in consideration the following variables to adjust the rate:

Time to value, Competition & Brand and W-O-M

Initial Retention Rates:

• Casual Users: 50% Assumption based on typical casual user behaviour
• Core Users: 70% Assumption based on moderate engagement
• Power Users: 65% Assumption based on high engagement
  

M-o-M fall in Retention based on User Segment:

Here we will logically assume each variable impacts retention rate and till what extent.

• Presence of Competitor:
• • Casual Users: High impact (30%) - Casual users are more likely to switch to competitors due to price sensitivity and lesser loyalty
  • Core Users: Moderate impact (25%) - Core users are somewhat loyal but can be influenced by better deals
  • Power Users: Low impact (20%) - Power users are highly engaged and less likely to switch frequently
    
• Time to Value:
• • Casual Users: Moderate impact (20%) - If casual users don't see value quickly, they might drop off
  • Core Users: Moderate impact (10%) - Core users expect consistent value but might tolerate initial delays and work arounds in experience
  • Power Users: Lower impact (10%) - Power users have high engagement and willingness and have showed urgency to act as well as patience to fully understand the core value
    
• Brand/Word of Mouth (WOM):
  
  Positive WOM because of first provider in the segment and very well known.
• • Casual Users: Moderate impact: 10%
  • Core Users: Low impact: 10%
  • Power Users: Minimal impact: 10%
    

Average change in M-o-M, assuming all 3 factors play an equal role in determining user actions​

• Casual User = (30%+20%-10%)/3 = 13.3%
• Core User = (25%+10%-10%)/3 = 8.3%
• Power User = (20%+10%-10%)/3 = 6.6%

Which ICPs drive the best retention?

The Core and Power users drive the best retention for Eazydiner. A common observation in these two categories is the subscription to Eazydiner Prime, which offers extra 25% discount and exclusive events and complimentary drinks. this drives high engagement and retention.

Channels Driving Retention:

1. Push Notifications: Eazydiner sends customised notifications based on user behaviour, ensuring relevance. weekend offers or dining events notification during holidays drive engagement.
2. Referrals: Eazydiner Referral drive very high retention which gives 300 rs dining voucher for new user as well as to the person who is referring which makes them experience the CVP of the app.
3. SMS & Email Marketing: regular emails featuring exclusive offers, new restaurant partnerships, and how much you saved in certain period engage users.

Sub Features Driving Retention:

1. Eazydiner Prime Membership: Great discounts, special events & EazyPoints
2. Eazydiner Credit Card: 25% additional discount and other benefits
3. Favourites - The app allows you to select a few favourite restaurants
4. Eazydiner credit card with prime membership drive significant engagement and retention as it increase the value for user to maximum and users are able to save almost more than 50% on dining bill from these.

Reasons for users to churn:

Negative Actions to Track:

1. Higher Number of Customer Support Tickets: A high number of customer support tickets shows user facing issues with table reservations, payments, or app functionality.
2. Negative Reviews Online: Users taking the time to write negative reviews on app stores, review websites, or even Google reviews signifies significant frustration and a potential loss.
3. Drop in NPS: These metrics directly measure user sentiment. A consistent drop in NPS scores suggests a decline in user satisfaction and potential churn.
4. Drop in the frequency of table reservations booked​
5. Not Extending Eazydiner Prime Membership​
6. Increased Gap in Recency of Orders​
7. Ignoring Push Notifications
8. Incomplete Reservation​
9. Reduced App Usage​
10. Short Session Times

Campaign 1: You Deserve Better Discounts!

Segmentation: Users who left for better discounts on competitors
Pitch/Content: Bet you didn’t know… we’ve upped our discount game! Come back and book your next table with discounts you can’t resist!

Offer: 20% off your next booking at premium restaurants

Frequency and Timing: Push notification + email reminder

Success Metrics: 15% of churned users re-book within 7 days

Campaign 2: Payment Failures? Not Anymore!

Segmentation: Users who had payment failures
Pitch/Content: Tired of payment errors? We’ve fixed the glitch. Your next booking will be a breeze. Ready to go? Now, book with confidence & no more failures

Offer: 15% off your next booking + instant cashback if payment fails again

Frequency and Timing: Push notification after a failed payment

Success Metrics: 20% increase in successful bookings post-campaign

Campaign 3: Customer Support at Lightning Speed!

Segmentation: Users who had poor customer support experiences
Pitch/Content: Tired of waiting? Our support is now faster and more helpful than ever. Don’t just take our word for it—test it yourself!"

Offer: 20% off your next reservation + priority customer support to resolve any issues quickly

Frequency and Timing: Immediate push notification after a poor support experience

Success Metrics: 20% re-book after receiving priority support

Campaign 4: Prime Perks Are Waiting!

Segmentation: Users who didn’t renew Eazydiner Prime
Pitch/Content: You’re missing out on exclusive Prime benefits—priority reservations, extra discounts, and more. Ready to unlock it all again?

Offer: 30% off the 3-month Prime membership + double loyalty points for rejoining

Frequency and Timing: Email with the offer, 7-day deadline, SMS reminder 2 days before the offer expires

Success Metrics: 15% of churned users re-upgrade to Prime

Campaign 5: We Miss You – Let’s Make It Right!

Segmentation: Users who churned for multiple reasons

Pitch/Content: It’s been a while… We know we missed the mark. Let’s fix it together. Come back and see how much we’ve improved, This time, we’ll make sure it’s perfect

Offer: 20% off your next booking + priority customer support and special perks

Frequency and Timing: Immediate push notification after detecting inactivity

Success Metrics: 25% of users return within 7 days

That's all for now, hope you will enjoy reading this and provide some constructive feedback.