Digital Platform for Lifestyle Brand

By
Vivek B S
April 30, 2024
5
min read
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Enhancing User Acquisition and Retention: 

A Case Study with Hindustan Unilever's 'Lakme MakeUp Pro' App

Introduction:

In today's digital age, mobile applications have become indispensable tools for businesses looking to engage with their customers. However, success in the mobile app space isn't just about acquiring users; it's also about retaining them and fostering brand loyalty. This article delves into a case study involving Hindustan Unilever's collaboration with a tech partner to revamp their 'Lakme MakeUp Pro' app, focusing on user acquisition and retention strategies.

Understanding the Challenge:

Hindustan Unilever's 'Lakme MakeUp Pro' app had a substantial initial user base, but it faced a common industry challenge: high download numbers with low returning user rates. Despite attracting over 3 million downloads and maintaining an active user base, the app struggled to retain users over time. This situation called for a strategic approach to not only acquire new users but also to ensure their continued engagement.

Collaborative Solutions:

To address the user retention challenge, Hindustan Unilever partnered with a technology solutions provider to implement several key strategies:

  1. Custom Analytics and Retargeting SDK: A bespoke SDK was developed and integrated into the app, enabling comprehensive analytics and retargeting capabilities. This allowed for precise user segmentation and targeted messaging to encourage returning users.
  2. Lakme Studio Custom Feature: A new feature called 'Lakme Studio' was introduced, leveraging app analytics to deliver personalized content experiences. This adaptive content approach ensured that users received relevant and engaging content, enhancing their overall app experience.
  3. Deep-link Notifications and Virtual Try-On: Deep-linking capabilities were utilized to direct users to specific app features, such as virtual try-on experiences and informative articles. This seamless integration encouraged users to explore the app further and interact with its various functionalities.
  4. Data Analysis and Adaptive Profiling: Continuous data analysis was conducted to refine user profiles and preferences. By understanding user behavior and preferences, the app could dynamically adjust its content and offerings, increasing user satisfaction and retention.
  5. Retargeting with Adaptive Content: Retargeting strategies were employed, leveraging user data to deliver personalized notifications and content. This approach aimed to re-engage inactive users and encourage them to revisit the app, thereby boosting retention rates.
  6. Drive Cart Addition via Auto Adjusting Product Listing: The app's shopping experience was optimized with auto-adjusting product listings, simplifying the path to purchase and increasing cart additions.

Measurable Outcomes:

Following the implementation of these strategies, Hindustan Unilever's 'Lakme MakeUp Pro' app witnessed significant improvements in user acquisition and retention:

  • Download Base: The app's download base surged to over 5 million post-release, indicating a substantial increase in user acquisition and market penetration.
  • Active User Base: The active user base expanded to 300,000 to 400,000 users per month, showcasing sustained user engagement and retention.
  • Returning User Rate: There was a noticeable increase in the returning user rate, indicating enhanced brand loyalty and a more focused customer reach.
  • SDK Development: The custom Analytics and Retargeting SDK received positive feedback for its user experience, contributing to improved app performance and user satisfaction.
  • Monthly Product Analytics Consulting: Ongoing product analytics consulting further refined the app's performance, ensuring continuous optimization and alignment with user expectations.

Conclusion:

The success story of Hindustan Unilever's 'Lakme MakeUp Pro' app highlights the importance of a holistic approach to user acquisition and retention. By leveraging custom analytics, personalized content features, and targeted retargeting strategies, the app not only expanded its user base but also fostered long-term user engagement and brand loyalty. This case study serves as a testament to the effectiveness of data-driven, user-centric strategies in the competitive mobile app landscape.

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Vivek B S

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Enhancing User Acquisition and Retention: A Case Study with Hindustan Unilever's 'Lakme MakeUp Pro' App Introduction: In today's digital age, mobile applications have become indispensable tools for businesses looking to engage with their customers. However, success in the mobile app space isn't just about acquiring users; it's also about retaining them and fostering brand loyalty. This article delves into a case study involving Hindustan Unilever's collaboration with a tech partner to revamp their 'Lakme MakeUp Pro' app, focusing on user acquisition and retention strategies. Understanding the Challenge: Hindustan Unilever's 'Lakme MakeUp Pro' app had a substantial initial user base, but it faced a common industry challenge: high download numbers with low returning user rates. Despite attracting over 3 million downloads and maintaining an active user base, the app struggled to retain users over time. This situation called for a strategic approach to not only acquire new users but also to ensure their continued engagement. Collaborative Solutions: To address the user retention challenge, Hindustan Unilever partnered with a technology solutions provider to implement several key strategies: Custom Analytics and Retargeting SDK: A bespoke SDK was developed and integrated into the app, enabling comprehensive analytics and retargeting capabilities. This allowed for precise user segmentation and targeted messaging to encourage returning users. Lakme Studio Custom Feature: A new feature called 'Lakme Studio' was introduced, leveraging app analytics to deliver personalized content experiences. This adaptive content approach ensured that users received relevant and engaging content, enhancing their overall app experience. Deep-link Notifications and Virtual Try-On: Deep-linking capabilities were utilized to direct users to specific app features, such as virtual try-on experiences and informative articles. This seamless integration encouraged users to explore the app further and interact with its various functionalities. Data Analysis and Adaptive Profiling: Continuous data analysis was conducted to refine user profiles and preferences. By understanding user behavior and preferences, the app could dynamically adjust its content and offerings, increasing user satisfaction and retention. Retargeting with Adaptive Content: Retargeting strategies were employed, leveraging user data to deliver personalized notifications and content. This approach aimed to re-engage inactive users and encourage them to revisit the app, thereby boosting retention rates. Drive Cart Addition via Auto Adjusting Product Listing: The app's shopping experience was optimized with auto-adjusting product listings, simplifying the path to purchase and increasing cart additions. Measurable Outcomes: Following the implementation of these strategies, Hindustan Unilever's 'Lakme MakeUp Pro' app witnessed significant improvements in user acquisition and retention: Download Base: The app's download base surged to over 5 million post-release, indicating a substantial increase in user acquisition and market penetration. Active User Base: The active user base expanded to 300,000 to 400,000 users per month, showcasing sustained user engagement and retention. Returning User Rate: There was a noticeable increase in the returning user rate, indicating enhanced brand loyalty and a more focused customer reach. SDK Development: The custom Analytics and Retargeting SDK received positive feedback for its user experience, contributing to improved app performance and user satisfaction. Monthly Product Analytics Consulting: Ongoing product analytics consulting further refined the app's performance, ensuring continuous optimization and alignment with user expectations. Conclusion: The success story of Hindustan Unilever's 'Lakme MakeUp Pro' app highlights the importance of a holistic approach to user acquisition and retention. By leveraging custom analytics, personalized content features, and targeted retargeting strategies, the app not only expanded its user base but also fostered long-term user engagement and brand loyalty. This case study serves as a testament to the effectiveness of data-driven, user-centric strategies in the competitive mobile app landscape.
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