P A Y T M S U C C E S S A T A N A L Y S I S

Paytm is India's largest mobile payments and eCommerce platform. It started

with online mobile recharge and bill payments and today, has an online

marketplace. In a short span of time, they have been successful in scaling to over

180 million registered users. With their user base being so enormous, the

challenges faced when running an eCommerce business were also of

proportionate magnitude.

This case study will give you a glimpse of how Betaout armed Paytm to

overcome the following major hurdles.

Retention of One-time Buyers (users who had transacted only once)

Activation of Contacts (users who registered but never transacted)

Mitigating loss of revenue through multiple promo code usage by a user

MITIGATE RETAIN

ACTIVATE

"Personalized cross-channel targeting cangive 6X more transactions and

10xmore revenue

Paytm employed Betaout’s

Customer Segmentation

module to segment their

customers based upon their

behavioural properties to

discover that the Customer

Segment, “One-time Mobile

Recharge”, comprised of thirty

percent of their users, i.e.

thirty percent of all customers

had recharged their prepaid

mobile credit using Paytm only

once in their lifetime.

"The challenge for the company was to get these users to recharge their mobile credit

using Paytm not just once, but repeatedly, in the least time possible. Paytm embarked

on solving this problem by setting up an Omni-Channel drip marketing campaign using

Betaout, timely engaging these users through SMS, Email and Mobile Push

Notifications"

T H E V A L U E O F C R O S S

C H A N N E L

P E R S O N L I Z A T I O N

PERSONALIZED OMNI-

CHANNEL TARGETING

INCREASES

ENGAGEMENT RATES

BY

5X

CUSTOMER RETENTION

"It takes MONTHS to find a customer and onlySECONDS to lose one"

ONLY 20% OF MARKETERS HAVE A

UNIFIED CUSTOMERS PROFILE

ACROSS CHANNEL

The drip campaign, automated on a monthly basis, aimed at touching every user

in the segment by first sending an SMS enticing them to recharge their mobile

credit, followed by an email being delivered to users who didn’t take the desired

action, and concluded with a Mobile Push Notification to the users who still

hadn’t completed the purchase.

30

60

90

Month 1 Month 2 Month 3 Month 4 Month 5 Month 60

25% INCREASE

Email SMS Mobile Push

IN REPEAT CUSTOMERS

Over a period of six months, this campaign significantly improved both, the

recency and frequency of purchase, successfully reducing the share of users in

the Segment “One-time Mobile Recharge” from 30% to 12%.

2

4

6

Before After0

INCREASEIN FREQUENCYOVER A PERIODOF 6 MONTHS

6X

"Another Customer Segment that was of prime importance to the company were

“Contacts”, 10% of all users, who had registered themselves on Paytm but never

transacted. This segment mostly included high intent users who had been active

either on the Paytm app or website at least once"

The paramount task was to activate this segment of users, by getting them to

complete their first purchase as early as possible. Paytm decided to set-up

another multi-channel drip marketing campaign for this segment, deploying

Betaout’s Recommendation Engine to include products based on user

behaviour and actions.

CUSTOMER ONBOARDING

& DELIGHT

"Just one PHENOMENAL customer experiencecan make a world of difference "

The drip campaign included three emails, followed by an SMS and a mobile push

notification, with customers who completed their first purchase being excluded

out of subsequent campaign engagement. Betaout’s Recommendation Engine

helped with the personalisation of Emails and Mobile Push Notification, hence

delivering high engagement for each user.

In the first month itself, this drip campaign was successful in bringing down the

percentage of users falling under the “Contacts” segment from 10% to 2%.

Hence, activating the segment and moving customers up in their respective

life-cycles.

Email SMS Mobile Push

"While Paytm had been successfully accomplishing major user activation and

customer retention objectives, it was losing a chunk of its revenue to customers

using promotional discount codes for their purchases repeatedly. They needed a way

to ensure that a user makes a purchase incentivised through promocode only once,

and Betaout’s Anti-gaming feature provided them just that"

25

50

75

100

Month 1 Month 2 Month 3 Month 4 Month 5 Month 60

10xConversions

ANTIGAMING

"Differentiate between loyal customers andcustomers loyal to discounts"

30

60

90

Month 1 Month 2 Month 3 Month 4 Month 5 Month 60

4.5 x

Betaout’s Anti-gaming feature allows a merchant to generate a unique

promocode for each user, excluding users who have already made use of a

promocode for any of their purchases.

Savings

The real-time data capture, execution, and analytics capabilities of Betaout

perfectly matched Paytm’s needs. With powerful omni-channel engagement

automation, available via a highly easy-to-use interface, Paytm could easily

manage their digital marketing strategies to meet their objectives using engaging

and personalized customer content.

Take Your Ecommerce Marketing ToThe Next Level

H u m a n i z i n g E c o m m e r c e E x p e r i e n c e

Contact Sales: ajish@betaoutinc.com

About βetaoutBetaout is an all-in-one eCommerce Marketing Solution. Using the power

of real-time segmentation and hyper-targeted personalisation, Betaout

enables marketers to automate engagement across multiple channels

including Email, Mobile Push, On-site, Browser Push, Cart Recovery,

Facebook Re-targeting and SMS.

www.betaout.com