How do we make a customer come back and shop again and often? The three market leaders in their own category are maximising the lifetime value of a customer.
1. Swiggy is all about Getting the basics right –
Swiggy does their basic service really well. The biggest contributor was swiggy’s own delivery fleet. They are India’s largest last-mile delivery fleet.
Swiggy recently launched Access, which offers space for restaurant partners to operate delivery-only kitchens. This allows restaurants to expand their footprint so that Customers can get access to a larger restaurant pool.
2. Chai point believes in Product differentiation and filling gaps-
It is important to create differentiators and give people different kind of choices to keep customers interested and excited.
Chai point also makes their consumers aware of choices. For example, they introduced jaggery instead of sugar and made sure that the customers were aware of it and also made sure that the taste suits their palate.
3. OYO Rewards the customer-
If a user is not interested in making a purchase, no discount will entice them. People buy and stick to a brand because of brand and quality. That’s why OYO focused on these areas, not on discounting and price.
Two programmes have helped OYO ensure high levels of quality:
The OYO Captain programme under which, the moment a customer books a room, he is assigned a Captain who is responsible for every aspect of quality and service of a certain number of hotels.
The second programme Krypton is a mobile app that is the lifeline for OYO Captains. It offers all details of every hotel under a Captain’s territory and of every guest who is checking in.
So there we have it. The secret to high repeat user rate is that there are no shortcuts.