The project brief for Designers Content of the 1-pager| Increasing Swiggy Customer Loyalty and Attracting New Customers|
Problem statement: Zomato has recently launched nationwide delivery. How can Swiggy increase customer loyalty and retention while attracting new customers in a competitive market with a similar product offering?
BRIEF
Objective:
The primary objective of this project is to strengthen Swiggy’s customer base amidst growing competition in the food delivery market. As competitors introduce innovative services such as nationwide delivery, Swiggy must maintain its existing customers and attract new ones. By introducing a new Swiggy Intercity feature, users will have the unique option to order special dishes from other cities, delivered straight to their doorstep. This strategy aims to enhance customer retention and broaden Swiggy’s user base, keeping it ahead in the competitive landscape.
Key results and success criteria:
- Increased customer retention rate by 60% within the first 6 months
- Increased average order value (AOV) by 70%
- 50% growth in new customer acquisition within the first 6 months
- Old customers are ordering more which means loyalty has increased.
- Receive at least 60k positive customer feedback for the new feature from the customers. (app reviews, social media mentions)
Flows: Below is Low-Fidelity Wireframe
Problem/opportunity:
- The need to differentiate from a competitor offering a similar product
- Keeping customers engaged to ensure loyalty and retention
- Attracting new customers in an already saturated market
- Providing an unmatched user experience leading to increased organic growth (word of mouth)
Target audience:
1. Existing Swiggy customers
2. Zomato customers or first-time food delivery app users
3. Age group of 18–55, living in urban and semi-urban areas
4. Professionals with little time for home-cooked meals
5. Food enthusiasts who enjoy trying new cuisines
Scope:
We can create a separate option for customers who want to enjoy delicacies. Restaurants that sell these delights may have a label. We can also charge a fee to have this extra option in the app, which allows users to purchase more.
Creating a nationwide delivery system is out of scope.
Ways of working:
- Daily standup to review progress.
- Sharing of work at least once a week via Slack/Figma for comments and feedback.
