Post by bitheeranidas00742 on Nov 9, 2024 6:19:04 GMT
The Pyaterochka Delivery service was launched in test mode in August 2019. During the test, the service was available only to residents of Moscow, but by the end of the year, the geography of its presence had expanded several times; today, delivery is available in more than 200 cities. At the same time, the service delivers up to 60 thousand orders daily.
Application users can get delivery within 30 minutes after placing an order. All products and goods are carefully packed. If some item is not available, a replacement will be offered at the assembly stage. Whether to accept it or not is the user's choice. Orders are delivered by polite and punctual couriers. Payment is made by card only.
Products that are on promotions or discounts in stores are offered in the app at the same prices as offline. Plus, promo codes are offered every day - for example, a discount on an order from a specified amount. In fact, purchases in the app are more profitable than in stores.
Objectives and tasks
The main task facing Perfluence was to attract new customers to the wordpress web design agency delivery service and increase the number of orders. In unstable times, people start saving and reviewing their spending structure. During the campaign, we had to show them that grocery delivery from Pyaterochka is convenient (no need to go anywhere) and profitable (you can buy groceries for a week in advance at attractive prices).
As a target audience, we considered people aged 25-45 who value their time, a wide range of products and the ability to save on purchases. The majority - 70% - were women. Since in families they are mainly engaged in buying products. And they decide what products and where to buy.
Which bloggers were involved?
For this campaign, we attracted nano and microbloggers in VKontakte, Telegram and Odnoklassniki, whose topics are cooking, children and family, life hacks, as well as discounts, savings and shopping. The geography of bloggers: Moscow, St. Petersburg and Krasnodar, as well as Novosibirsk, Yekaterinburg, Kazan. In our experience, it is small bloggers who often bring good sales due to the high involvement of their audience, trusting relationships and native presentation.
We approach the selection of influencers based on analytics. Within the platform, we have developed a system that collects extensive information about each blogger. We can see their performance on related topics and projects, audience reach and responses in each social network where they maintain a page. This analytics is deeper than the market average: agencies usually only take into account the number of clicks and likes a blogger has.