How StarQuik Optimizes their Customer Lifecycle with Automated Segmentation

How StarQuik Optimizes their Customer Lifecycle with Automated Segmentation

StarQuik is the net grocery buying enterprise arm of the TATA group, an Indian conglomerate below the umbrella of Trent Ltd. Launched in late 2017, they provide 10,000+ merchandise in over 10 main classes starting from contemporary vegatables and fruits to house care. Their providers are at the moment out there within the cities of Mumbai, Pune, Hyderabad, and Bengaluru.




Visualizing the end-to-end person journey

The StarQuik crew wished to visualise your complete person journey, each on-line and offline in a single platform. An in-depth understanding of person conduct and end-to-end journey would assist them construct coherent segments and interact these segments by optimizing the person expertise. With their earlier advertising and marketing automation device, creating person segments was irritating and time consuming.


Improve advertising and marketing automation

They wished to increase their attain past SMS and push notifications and required an automation device that will assist them create remarketing campaigns for Fb Audiences and Google Adverts.


Analytics to help decision-making

They wanted a complicated analytics device with preset templates in addition to the power to create customized boards to raised perceive their person base. They wanted solutions on how totally different person teams had been behaving over time, and at what instances shoppers had been launching the app. With out an environment friendly device, understanding person conduct would require a slew of spreadsheets and complex formulation.



A complete understanding of person conduct is a prerequisite to capturing their consideration, making higher marketing campaign choices, and making a seamless shopping for course of. The StarQuik crew realized that having a single built-in analytics and engagement platform would improve their understanding of customers, drive data-based choice making, and the marketing campaign orchestration course of. Moreover, this helps them in making a constant model expertise.

With CleverTap’s full engagement toolkit, they optimize the shopper expertise throughout your complete lifecycle.



In on-line grocery retail, person conduct differs vastly throughout geographies, product classes, and month-to-month spending. StarQuik has recognized 12 segments based mostly on person personas. These person personas are additional segmented based mostly on their cities and native retailer location.

These customers are additional segmented based mostly on recency, frequency, and financial worth (RFM) evaluation. RFM routinely creates 10 distinctive segments based mostly on how just lately and incessantly a person made a purchase order, and the way a lot they’ve spent.

Micro-segments are additionally created based mostly on product classes. For instance, loyal shoppers who’ve made a purchase order of INR 500 within the contemporary fruits and vegetable class, or loyal potential champions within the edible oil class. Completely different manufacturers of oils are then promoted to customers based mostly on city-wide client preferences.

Figuring out varied person segments has additionally helped in figuring out key person teams and tailoring engagement for them. If a client completely purchases contemporary meals, StarQuik will promote a contemporary meals month-to-month plan.



With Bulletins, StarQuik has better agility and management over the campaigns they create based mostly on enterprise aspect occurrences. Buying conduct for groceries on-line differs throughout the times of the week, the place there’s elevated person exercise on the platform in direction of the weekends. They establish the enterprise occasion and create dwell person segments.


Messaging channels

The crew orchestrates campaigns throughout channels equivalent to SMS, e-mail, and push notifications. With remarketing integration, segments outlined on CleverTap are routinely uploaded to Google and Fb promoting accounts.

The crew makes use of webhooks for his or her loyalty marketing campaign, which set off a bonus cashback to the person’s pockets based mostly on sure occasions recorded by CleverTap. They ran a marketing campaign the place they credited a bonus to customers based mostly on sure buying patterns, and constructed a Journey reminding clients to make use of their bonus.



Monitoring occasions and figuring out significant traits in person conduct is crucial for the StarQuik crew. With cohorts, they evaluate how totally different person teams behave over time, and with Pivots, they acquire readability round issues like when customers launch the app or the correlation between sending a notification and uninstalls.


Management Teams

To measure advertising and marketing success, the crew compares their campaigns with management teams on a marketing campaign and channel degree. This helps them reply urgent questions on whether or not they’re utilizing their channels successfully. Management teams additionally assist them keep away from over speaking with customers.



By evaluating the “add to cart” percentages with their management teams, StarQuik has seen a rise of 5-25%. They’ve additionally seen a 10-35% uptick in conversions for his or her deserted cart Journeys tailor-made for 3 person segments: those that have by no means positioned an order, these with one order, and people with 2 or extra orders.

Moreover, they’ve seen an enchancment of their conversions which occur 37.5% quicker than the trade common. StarQuik has additionally been capable of cut back its uninstall price by 39%.

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