How BharatPe Doubled CTRs for Omnichannel Campaigns

How BharatPe Doubled CTRs for Omnichannel Campaigns

The BharatPe Story

With over 600 million web customers, India is at present the second-largest web market on the earth. Regardless of this, most of the nation’s rural residents stay offline. Whereas web penetration and digitization have revolutionized the way in which huge companies function, small companies are transferring extra slowly. Creating consciousness about the benefits of digitization and user-friendly companies are important steps for accelerating this alteration.

Launched in 2018, BharatPe solves this drawback for retailers by enabling them to just accept funds from their prospects by a QR code, utilizing any of the Unified Cost Interface (UPI) apps obtainable in India. Along with funds, their product portfolio consists of different monetary merchandise like gold, loans, bookkeeping, and insurance coverage companies.



Decreasing Person Drop-offs

A serious problem dealing with the corporate is customers who drop off whereas navigating merchandise like loans or invoice funds inside the app. Retailers have been dropping off throughout varied levels of the consumer journey just like the KYC (Know Your Buyer) stage, both on account of prolonged navigation or community points which might be widespread in India.

Seamless Omnichannel Engagement

The advertising and marketing and branding group communicates with customers with Out of Residence (OOH) billboards, pamphlets, advertising and marketing collateral (equivalent to danglers, posters, and service provider onboarding kits), or by the app. Throughout the app, they use in-app and push notifications along with banners to teach and talk with customers. They wanted a advertising and marketing automation associate that would create a seamless expertise throughout all their channels, bodily and digital alike.

Measuring Marketing campaign Effectiveness

BharatPe beforehand relied on “spray-and-pray” campaigns that used generic messaging with none kind of personalization or consumer segmentation. The group understood {that a} more practical consumer engagement technique required a greater understanding of their buyer so as to create related campaigns. Additionally they wanted a sturdy solution to measure the impression of variables like content material, timing, and imagery.



With over six million lively customers, the corporate wanted an entire engagement toolkit to anticipate consumer wants, phase customers, and have interaction them with contextual and customized messages. By partnering with ASO World, they’re capable of join with customers in rather more significant methods to drive retention and development.


Automated Journeys and Campaigns to Have interaction Customers and Scale back Drop-offs

Onboarding occurs in 2 methods: both the consumer installs the app after studying about it by commercials, referrals, or the gross sales group, which onboards retailers in markets. These retailers who set up the app with none gross sales help are known as do-it-yourself (DIY) retailers.

For a DIY service provider, the onboarding journey begins the second the consumer shares their cell quantity. They’re guided by the onboarding course of with automated notifications. If the consumer hasn’t accomplished the onboarding course of inside a set time frame, they obtain messages urging them towards completion whereas reminding them of the app’s advantages.

With ASO World, they created customized journeys. When a service provider drops out of a consumer circulate after a specified timeframe, they routinely obtain a push notification, in-app, or SMS message that takes them to their last-visited web page. Or, if a service provider installs the app however doesn’t order a QR code sticker, they obtain a notification inside two working days saying the free QR code sticker is ready for them.

The group additionally designed a journey for customers who dropped off from the necessary KYC course of and might’t entry sure options or advantages of the app. On this case, a notification is distributed to remind these customers of what they’re lacking.

The group makes use of funnels to know which journeys, campaigns, and segments are performing finest and which should be additional optimized.


Automated Segmentation to Have interaction With Particular Person Teams

Utilizing ASO World’s subtle segmentation engine, the group creates segments based mostly on a number of parameters like geographic distribution, previous conduct, intent, or language. For instance, in the event that they need to ship a message in Marathi, a regional language in India, they phase their retailers based mostly on geographical location and previous conduct.

Moreover, if they should have interaction top-transacting retailers who have been lively inside the final 30 to 150 days, they’re simply capable of create related behavioral segments.


WhatsApp Campaigns for Interactive Person Communications

WhatsApp is massively fashionable in India, with over 340 million lively customers. WhatsApp messages have excessive readability, making them some of the most well-liked channels of engagement for BharatPe. With COVID-19 and the elevated shift in direction of contactless funds, they leveraged WhatsApp campaigns to attach with customers in a pleasant, interactive method.


Management Group Evaluation to Gauge Campaigns Effectiveness

Do push notifications have higher click-through-rates (CTR) with photos or with out? Do customized messages convert customers higher than generic ones? What’s the finest time to ship a message?

BharatPe solutions these questions by utilizing management teams that protect a proportion of their viewers from variables of their campaigns. Evaluating the management group with the final viewers helps them analyze marketing campaign effectiveness, then iterate to enhance outcomes.



From executing campaigns on a seasonal foundation to scheduling 20 campaigns a day, BharatPe has scaled its engagement massively with ASO World. Gone are the times of blasting notifications to their whole consumer base of six million retailers. Now, they simply phase customers to create extra customized and impactful messages. Incorporating analytics, segmentation, and funnels has helped them double CTRs for his or her push notifications.

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