Paycell acquires and retains customers with Commerce Growth solutions

Paycell is a payment platform that offers access to financial services for all, regardless of whether a person has a bank account, providing a new generation of financial solutions that go beyond transactions. The platform’s app enables holistic financial activities that adapt to the different needs of users. One of Paycell’s biggest competitive differentiators is their loyalty program which translates all transactions made through the app into earnings for their clients.

Paycell wanted to drive brand and product awareness while increasing user transactions. To achieve this, Paycell and their media agency Mindshare wanted a partner to help them launch a 360 approach to both acquiring new customers and retaining existing users.

Creating custom feeds to acquire and retain Paycell’s next top customers

Paycell and Mindshare teamed up with Criteo to use a combination of their acquisition and retention solutions which increased awareness among new users, drove new app installs, and re-engaged existing users to come back to Paycell for more.

With Criteo’s Commerce Growth, Paycell was able to generate custom static feeds for target audiences using dynamic capabilities and unique ads. Paycell was also able to target, reach, and engage audiences more widely with Criteo’s customer growth solutions.

Throughout the partnership, Criteo provided full-funnel reporting with optimization strategies to continuously improve and reach the client’s goals and KPIs. The Criteo team was able to track users’ in-app actions across Paycell’s financial services, which also allowed the campaign to deliver personalized Product Recommendations.

Generating strong install and sales results

The acquisition and retention campaign run with Criteo helped Paycell increase their sales by +45% while rising their total return on ad spend by +35%. Paycell also achieved higher download rates by reducing download costs. Further, the campaign’s optimization of custom feeds, Product Recommendations, and dynamic ads resulted in decreased churn.

The partnership also earned a 23% increase in Android installs, a 73% increase in sales from engaging Android users, and a 200% increase in sales from engaging inactive Android users who hadn’t used the app for 90+ days.