Background
NantiAja is a buy now, pay later service launched in October 2021. Users pay 25% of the item price up front and the rest over 42 or 90 days, in four equal instalments with no interest.
Pain points
NantiAja had plenty of content but no way to use it to re-engage existing customers, generate new leads and move prospects through the funnel. It needed more revenue from its BNPL product, so the plan had to add new leads and encourage them to convert.
- Stagnant transactions.
- A low Google Play rating.
What we did
Retention through inbound marketing
Solution: we applied the inbound methodology across marketing strategy, content, social media and email. We automated the marketing process, improved email with A/B testing and automation, and integrated data for segmentation so each message could be personalized. Content that resonated with each buyer persona kept loyal customers engaged.
Result: the customer retention transaction rate rose 35.61%. Retaining active customers is cheaper than acquiring new ones, and the retention strategy lifted ROI 184.7% in three months.
App rating through WhatsApp campaigns
Solution: personalized WhatsApp campaigns to each customer segment, asking for reviews and ratings of the NantiAja app.
Result: the Google Play rating rose 0.57 points in three months, which helped app discovery and gave new customers a reason to convert.
