The COVID-19 pandemic has greatly distorted our sense of normalcy. From gigs to weekend getaways, all of our elaborate plans had to be scrapped. Even going to the supermarket to buy basic necessities was nothing short of a military operation. Perhaps one of the only things that didn't get a complete overhaul was ordering takeout from our favorite restaurants.
SummaryStage 1:Awareness and AcquisitionStage 2:User OnboardingStage 3:Engagement and MonetizationStage 4:Re-Engagement and RetentionStage 5:Encourage App ReinstallationFood technology applications have grown exponentially over the past 5 years. Despite the pandemic and economic downturn, the outlook for the food tech industry is quite optimistic. With restaurants closing, many table reservation platforms like Eatigo have pivoted their business to food delivery. The global food technology market size is expected to reach a value of USD 342.52 billion by 2027.
While the food tech industry is growing rapidly, not all food tech applications are equally successful. A typical consumer of food brands has at least 10 apps to choose from at any one time.
The secret of apps that get picked over apps that don't? Successful apps focus on the entire app user lifecycle.
The 5 stages of the application user lifecycle are:
When customers search for a restaurant app, they use keyword combinations like "meal delivery" or "takeout." App marketers should optimize their app for the app store by having an appealing app description that includes these keywords. Additionally, they should highlight key features, have compelling images showing the benefits of the app, and feature user reviews. These are all integral to app store optimization – the process of optimizing an app's presence in an app marketplace – and are crucial steps in building user awareness of your app.
Successful user engagement starts with successful onboarding. And the best integration presents the user with all the advantages offered by the application without information overload. Using a combination of interactive interface, push notifications and in-app messaging, food tech apps can guide new users through the most relevant features.
Apps that facilitate user onboarding welcome the user and ease the onboarding process. In-app prompts can tell users where to access features. Or app marketers can nudge the user to enable push notifications upon signup, giving them an efficient way to bring users back to the app after their first session.
Another crucial part of successful onboarding is tailoring the app experience to the user's location. By requiring user approval to access device location, app marketers can easily localize the experience and messaging of their campaigns, making them highly relevant and contextual.
Successful food tech apps wisely use actionable data to personalize the app experience. If a user likes Italian food, it wouldn't make sense to send the user's recommendations for Chinese or Mexican food in that region. Using user data from previous sessions, marketers can personalize the app experience based on restaurants previously browsed, food items ordered, and average order value.
Drive user action by using in-app and push notifications to encourage user action – get them to browse nearby restaurants or use discount codes while ordering.
Once the user places an order, use in-app notifications, push notifications, emails, and text messages to confirm the user's payment. And don't forget to send push notifications to keep the user updated on the status of their order.
Most apps lose 80% of users within 30 days of being acquired* and the food tech industry is no exception. Timely re-engagement is key here. If you see your user's favorite restaurant offering a festive discount, let them know the great news from within your app! Hyper-personalized, contextual messaging can keep inactive users coming back to the app.
Ask users for feedback using a combination of push notifications and in-app notifications. Make it easy to share user feedback by using an in-app pop-up that encourages users to rate your app.
Despite the best efforts of an app marketer, there is a chance that users may uninstall the app. Target these disillusioned users by sending personalized emails that bring them back to the app. Offer them an incentive in the form of free shipping or a discount.
While there are thousands of apps competing for your users' attention, it's important for app marketers to keep their existing user base satisfied. Engaging and retaining your existing customers is easier and more profitable than acquiring new ones.
Leading food tech apps like Zomato, Eatigo, Dineout and Faasos have partnered with CleverTap to engage with users at every stage of the customer lifecycle. With a seamless onboarding experience, timely, contextual and personalized messaging, CleverTap helps leading brands build authentic relationships with their users.
