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MoEngage Helps India’s Biggest Online Supermarket Keep Customers

A new partnership between intelligent customer engagement platform MoEngage and bigbasket, the largest online supermarket in India, is the latest example of how automation and AI are helping merchants increase customer loyalty.

The San Francisco, California-based company, which demonstrated its technology at FinovateFall in September, will enable bigbasket to send personalized offers, recommendations, and order updates to its customers over multiple channels including push, email, in-app messaging, web push, and SMS.

Two of MoEngage’s solutions will play an especially big role in helping bigbasket enhance its customer retention efforts. MoEngage’s journey builder solution, Flows, will enable bigbasket to leverage automated workflows to send highly-relevant marketing messages to customers based on their preferences and transaction history. MoEngage’s AI Engine, Sherpa, will automatically optimize the content of marketing messages and determine the ideal time to send those messages in order to maximize open rates.

The importance of message consistency and personalization was underscored by bigbasket Head of Digital Marketing Anand Bhaskaran who called it “key” to improving customer retention. “We hope to leverage MoEngage’s capabilities to segment our customer base, map their journey, craft personalized messages at each stage of our customer’s lifecycle, and automatically deliver these messages at the right time.”

MoEngage CEO and co-founder Raviteja Dodda agreed. “We are confident that MoEngage’s product features such as Flows, Sherpa, and Push Amplification+ will not only help bigbasket increase its reach, but also provide a personal touch to their communications across the web, mobile, and email,” Dodda said.

Founded in 2011 and headquartered in Bangalore, India, bigbasket delivers food, groceries, and other household needs to more than 15 million registered customers. With more than 30,000 products from 1,000+ brands, and a presence in 26 cities across India, bigbasket has raised $1 billion in funding from investors including Alibaba Group and Trifecta Capital Advisors.

December marks a a big end-of-year for MoEngage. In addition to its partnership with bigbasket, the company unveiled a new Single Sign-On feature this month, which will bring users improved security as well as easier access control. Recently achieving Amazon Web Services Retail Competency status, the company also earned recognition in the 2019 Gartner “Voice of the Customer” report for Mobile Marketing Platforms as the highest overall rated vendor.

Delivering more than 25 billion highly personalized messages each month, MoEngage has more than 550 customers in 35 countries, and includes many Fortune 500 brands among its clients. The company has raised $15.8 million in funding, and its investors include Matrix Partners India, VenturEast, Helion Venture Partners, and Startup Equity Partners – which led a venture round for MoEngage at the beginning of the year.