Applicable Functions
- Procurement
Use Cases
- Time Sensitive Networking
About The Customer
Founded in 2009, Tokopedia is a unicorn company and Indonesia's largest online marketplace. With a user base of over 75 million active users, the company provides a platform for individuals and business owners in Indonesia to open and manage their own online stores easily and for free. Tokopedia's vision is to build an ecosystem where anyone can start and discover anything. The company was facing a challenge with high user churn, with nearly 60% of users uninstalling the app within the first month.
The Challenge
Tokopedia, Indonesia's largest online marketplace, was facing a significant challenge common in the mobile app industry - high user churn. Nearly 60% of users were uninstalling the app within the first month of use. The company's objective was to improve first-month user retention by implementing an integrated customer onboarding strategy to activate and engage newly acquired app users. The challenge was to deliver the right message at the right time at every stage in a user's lifecycle to eliminate possible chokepoints or reduce user ambiguity.
The Solution
To tackle the high user churn rate, Tokopedia turned to MoEngage's onboarding automation and cross-channel messaging. The company identified the various steps in a new user onboarding to brand discovery and automated the process. They used MoEngage Flows to create a series of integrated cross-channel campaigns that targeted users with messages across owned and paid channels such as Push, Email, SMS, and Ad-retargeting. This approach ensured that new users were taken through a series of steps from the first install to the first purchase in a consistent and constructed manner.
Operational Impact
Quantitative Benefit
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