In today’s passionately competitive world of food delivery apps, one company played so well and managed to stand out by using a simple yet powerful tool: push notifications. Zomato, the Indian multinational brand and food delivery giant, has finally become the pioneer in using technology to drive user engagement and boost sales. Push notifications are small alerts that pop up on our mobile phones. Knowingly or unknowingly, they have become an integral part of our digital lives. Few companies have mastered their use as effectively as Zomato, copying them and coming in first as the number one company using CRM tools efficiently. The food delivery app has transformed these notifications from mere reminders into powerful marketing tools, personalised dining assistants, and even sources of entertainment. Zomato's approach to push notifications is wider than just normal generic messages. The company makes use of advanced algorithms and machine learning to analyse user behaviour (CRM tools), preferences, and order history. This data-driven approach allows Zomato to send highly personalised notifications that feel relatable for the audience and eventually funny as well. The company’s success factor is not only its creative mindset, but also the impeccable timing. Zomato doesn’t only consider what to send, but when to send and how to send it. By studying and understanding the user/ consumer patterns, Zomato tries to predict the right time and the correct message to be delivered. This has rapidly increased the open rates and conversions of the app and helped Zomato succeed in this whole new concept of push notifications. Zomato's most innovative use of push notifications has been turning them into a form of entertainment. The company's witty and humorous notifications have become a talking point on social media and among teenagers. Most of the users are eagerly sharing screenshots of particular clever and witty messages. After being so successful, other companies and brands have also started to follow the same trend. Swiggy is a big example of the same player, trying to compete with Zomato and achieve the same kind of conversions that Zomato does. Swiggy is not just copying but has come up with better and unique phrases and messages to capture the attention of the consumers. This approach does not only increase engagement but has also helped build brand loyalty. Users now look forward to Zomato's notifications, transforming what could be an annoyance into a delightful part of their day. The impact and the result of Zomato's push notification strategy have been significantly rewarding. The company reports a 45% increase in order frequency among users who opt-in for notifications. Moreover, these users show a 60% higher retention rate compared to those who don't receive notifications. As we move into an increasingly digital future, Zomato's way serves as a powerful reminder of how seemingly Customer Relationship Management can be done. It shows how strategy and creativity can revolutionise industries. So remember, the next time your phone rings with a tempting food option, you’re experiencing a piece of marketing. Personalisation at Scale
Notifications as Entertainment
02 Oct 2024
Shria Batra
