MoEngage > Case Studies > Jeeny Boosts Conversions by 25% with MoEngage’s Personalized Cross-channel Campaigns

Jeeny Boosts Conversions by 25% with MoEngage’s Personalized Cross-channel Campaigns

Technology Category

Networks & Connectivity - RFID
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Automotive
Transportation

Applicable Functions

Sales & Marketing

Use Cases

Autonomous Transport Systems
Usage-Based Insurance

About The Customer

Jeeny, previously known as Easy Taxi, is a mobile application that provides easy ride-hailing services to users across the Middle East. The brand offers mobility services to more than 3 million users, making it one of the most popular ride-hailing services in the region. In addition to this, Jeeny also offers integrated wallet top-up transactions that allow users to pay anytime, anywhere via an online money app. This wallet service is also added to their mobility app, making ride payments easier for users.

The Challenge

Jeeny, a popular ride-hailing service in the Middle East, was facing a significant challenge. Despite having a strong user base of 3 million registered users, the company noticed a rapid decrease in the frequency and volumes of rides. The primary reason for this decline was the brand’s marketing strategy, which relied on simple, basic push notifications to engage their users. This approach created a gap between Jeeny and its users, as it lacked personalized interaction based on the users' app journey and interaction. The marketing team at Jeeny wanted to offer relevant real-time communication to the customers on new offers and discounts, and specific offer codes to loyal users. However, due to the absence of a robust marketing automation platform, the brand was unable to bridge the gap between the customer and their app, as the relevancy was missing.

The Solution

To address this challenge, Jeeny decided to use the MoEngage platform. The marketing team at Jeeny aimed to segment users based on their usage to create specific user journeys and communicate with them effectively. Using the MoEngage Segmentation feature, the team first segmented users based on app activation and then further drilled it down to the frequency of usage. This segmentation resulted in two pools of users - active, recurring users, and active, occasional users. Using these two pools, Jeeny created Flow campaigns to map-out messaging that would help them offer the right offer/discount to the right user at the right time. The team utilized mobile app and email channels to send push notifications, in-app messages, and emails. This ensured that the users were getting relevant offers with codes depending on how they were using the app. The messages were personalized based on the user’s relevancy and current location, and language preference.

Operational Impact

By leveraging MoEngage’s multiple features—Segmentation, Flows, and Push Notification—Jeeny was able to engage their users with relevant messages effectively. The brand was successful in informing their users not only about the upcoming offers but also offers based on app utilization by the user(s). This strategy led to a significant increase in the brand’s Monthly Active Users (MAUs) by 27%. The users started using the app more frequently, which boosted the brand's conversion rate to 25%. The brand also ensured that they reach the customers in a dynamic way through multiple touchpoints by employing MoEngage Flows. This helped the brand increase its engagement rate and observed a Click Through Rate (CTR) of 1.9%. Overall, the brand was able to attain its key objectives in the engagement strategy.

Quantitative Benefit