Swiggy grows its new purchaser base for food deliveries

Swiggy is a leading on-demand convenience platform in India providing fast, seamless, and reliable delivery experiences for millions of customers. With its presence in hundreds of cities across India, Swiggy boasts a tech-first approach to logistics and a solution-first approach to consumer demands. Swiggy elevates the quality of life for their consumers through providing unparalleled convenience. The company continuously strives to engage every segment of users who have the capability of ordering food online via app.

Swiggy wanted to increase their market share by acquiring new customers at the lowest cost per install. Further, the company wanted to increase the number of food orders on their app each month while maintaining a low cost per customer acquisition and cost per order.

Utilizing a combination of acquisition tactics to drive customer growth

In order to meet their acquisition goals, Criteo helped Swiggy launch a customer growth strategy that would reach in-market audiences throughout densely populated urban areas, resulting in a higher number of new users at an efficient cost per conversion.

Through a combination of acquisition tactics – including targeting predefined audiences, engaging high-intent lookalike audiences, and launching adaptive creative ad solutions – Criteo helped Swiggy effectively reach new users with a strong likelihood of making a purchase. Swiggy was also able to integrate Criteo’s AI-powered Dynamic Creative Optimization into their app install campaigns on the Criteo platform, driving new users to make their first online order via the Swiggy app.

As a result of the partnership, Swiggy was able to successfully achieve their customer growth goals. Between Q3 of 2021 and Q2 of 2022, Swiggy increased their new purchaser base on the Criteo platform by 142% and increased their app installs by 121%.

Criteo contributed to 17% of Swiggy’s overall app installs and 16% of first orders made by new users. Meanwhile, Swiggy successfully attained a cost per first order, which was lower than from other marketing channels.

Due to the campaign’s success, Swiggy began to work with Criteo to also launch customer retention campaigns that target dormant users and drive repeat orders at an efficient cost per session.

“At Swiggy, growth plays a very important role, and Criteo has been a collaborative partner who is at the forefront of solving our business problems across remarketing, customer acquisition, and retention through scalable and efficient campaigns,” shared Apurva Salian, Director at Swiggy.