Description
Instamart is one of India's leading quick commerce (QC) apps. And as is the case with most QC apps, women comprise a larger share of customers at an average of 60% of the base. So, to acquire and retain this audience, we tapped into an inconvenience no QC app has been able to solve - the bloody period. Because when your period arrives and you're unprepared, even 10 minutes is too long a wait for a sanitary pad. To do this, we built a period tracker right into the Instamart app. Menstruators log in the date of their last period and automatically get reminded via a push notification (PN) that their period is due to arrive a few days in advance. The PN then leads them to a curated collection of period essentials, which includes sanitary pads, hot water bottles, tampons, dark chocolate and more. In a low loyalty category, this feature was designed to retarget and retain a larger chunk of the audience by making Instamart the app of choice at least once a month, if not more.
