Airba Fresh: Increasing Repeat Grocery Orders
A location-aware acquisition and CRM system designed to turn discounted first orders into recurring grocery customers.
Evidence status: Modeled scenario; figures are approximate and not audited client results.
Problem
A discounted first order was easy to generate, but sustainable growth depended on repeat usage without continuous subsidy and on delivery economics by service area.
Solution
- Limited media buying to addresses within the actual delivery footprint.
- Separated campaigns into weekly stock-up, urgent order and first-trial use cases.
- Triggered CRM journeys after the first order using previous categories and expected reorder timing.
- Added discount and delivery cost to reporting so order volume was evaluated against customer economics.
Results
- 6,000 modeled new customers
- KZT 1,500 modeled first-order cost
- KZT 9M modeled budget
Key insight
Repeat frequency can change customer economics materially even when first-order CAC stays constant.