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Digital: Alfagift boosts monthly transacting customer base by 45% through connected retail approach with MoEngage

TANGERANG, INDONESIA — Alfagift, the digital arm of Alfamart providing retail shopping experience and membership benefits both online and offline, has partnered with MoEngage to deliver a seamless, and more intuitive connected retail experience for customers. Through the partnership, Alfagift has seen a 45% increase in monthly transacting customer base and a 75% retention rate from D0 to D90.

“We built Alfagift because we realized that we have a huge opportunity to bring a new shopping experience to our loyal members, through our omnichannel solution and expansive footprint,” said Erick Alviyendra, Head of IT, Global Loyalty Alfagift. “MoEngage has enabled us to elevate our vision and provide relevant and personalized shopping experiences for customers, especially as e-commerce continues to take off rapidly. We have been able to retain more than 50% of customers on our app, which is of great significance for our brand. This only goes to show that what we’re doing is working, and we intend to build on this approach.”

Alfamart’s 15,000 stores across cities were already popular for their product availability, variety in categories, and ease of shopping. But the team wanted to elevate the customer experience by enabling customers to shop from anywhere, at any time. Alfagift was launched with a vision to become the go-to E-commerce app for loyal customers, allowing customers to experience personal shopping with exceptional benefits such as offers, discounts, and loyalty points, as well as a wider range of products than in Alfamart’s physical stores. Today, Alfagift is now one of the top 10 apps in Indonesia, with more than 10 million downloads across Android and iOS.


However, with the growing active customer base, the legacy manual set-up of customer engagement processes proved cumbersome and rudimentary. This caused gaps in analyzing Daily Active Users (DAUs) and Monthly Active Users (MAUs) counts, which eventually led to drop-offs and uninstalls of the mobile app.

With a vision to make Alfagift more intuitive and relevant to customers, the brand partnered with MoEngage and devised an insights-led customer engagement strategy that would:

  • Improve customer engagement and retention on the app by creating customer journeys: Using MoEngage’s Flows, Alfagift enabled customers to engage with the brand at every step of their purchase journey, witnessing a 29% improvement in install to sign-up journey.
  • Boost DAUs and MAUs by encouraging adoption and offering relevant, journey-based communication across multiple channels: Using an intuitive and agile engagement strategy with a mix of channels based on actions and journey stage, the brand boosted overall DAUs and MAUs to 214K and 1.4M, respectively. Overall, the team observed a 2X jump in new installs with a 45% uplift in DAUs.
  • Improve app stickiness by offering relevant discounts using shopping insights and preferences: Alfagift worked with MoEngage to highlight loyalty-related benefits such as points, stamps, and vouchers to buy any product. As a result, the team retained 75% of customers from D0 to D90.

“As the E-commerce industry continues to expand and flourish, it is critical for brands like Alfagift to stand out from the crowd through personalized, seamless customer experiences that are meaningful and relevant. We are honored to partner with an innovative brand like Alfagift, who prioritize customer-centricity in their business strategy. Insights-led engagement will be the way forward in a digital economy, and we look forward to strengthening our partnership and enabling Alfagift to achieve greater heights,” said Saurabh Madan, General Manager of SEA and ANZ, MoEngage.

About MoEngage
MoEngage is an insights-led customer engagement platform, trusted by more than 1000 global consumer brands such as Ally Financial, McAfee, Flipkart, Domino’s, Nestle, Deutsche Telekom, Travelodge, and more. MoEngage empowers marketers and product owners with insights into customer behavior and the ability to act on those insights to engage customers across the web, mobile, email, social, and messaging channels. Consumer brands across 35 countries use MoEngage to power digital experiences for over 900 million users every month. With offices in nine countries, MoEngage is backed by Steadview Capital, Multiples Private Equity, Eight Roads, F-Prime Capital, Matrix Partners, Ventureast, and Helion Ventures.

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