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Case Study of Rappi - International Management 8am
Case Study of Rappi - International Management 8am
Case Study of Rappi - International Management 8am
Colombian “super app” Rappi has a bold vision of improving the lives of millions in
Latin America. They started as a restaurant delivery service but have now expanded
to groceries, medicine, clothes, and electronics. They have also launched new
services like RappiPay and partnered with companies to offer pet services and
scooter ridership via the Rappi app. In less than four years, Rappi has become one of
the fastest-growing startups in Latin America.
One of Rappi’s big bets was to create a Prime program which offers subscribers
unlimited deliveries for a flat monthly fee. They experimented with this offering and
pushed it to a subset of their total users. Leveraging Amplitude’s cohorts, precision
tracking, and user segmentation, they confirmed the success of their initiative: Prime
users place 3x more orders per month relative to other users and their average spend
per order is 10% higher.
They compared Prime subscribers to Non-Prime users and saw a 2.5x retention rate
increase for their Prime subscribers.Encouraged by these results, the Rappi team is
now focusing on Prime. As part of that focus, one of their key product strategies is
to monetize loyalty.
In a recent experiment, the team tested whether it was more effective to give users a
one month trial of Prime for free or at a low cost. Their analysis using Cohorts,
Funnels, and Segmentation showed that users who paid a very low cost for their first
month made 2-3x more orders in the first 30 days.
The team then took the results of their experiment one step further and continued to
explore how this experience affected long-term user behavior.
Shipping costs
The success of Prime made Rappi suspect that their users are sensitive to shipping
costs. They found that when the shipping is ‘free’ (that is, covered by the Prime
subscription), users order more frequently.
With this insight in hand, the team tested the effect of offering free shipping to
returning users who placed orders over a specific dollar amount. The experiment
worked: Free shipping incentivized users to place larger orders, resulting in a 15%
increase in average order size.
For orders under a specific dollar amount, they continued to experiment with how
they displayed shipping fees in the checkout flow. In one experiment, they removed
the shipping cost from their View Cart page and only displayed it on the following
Checkout page. At first assessment, it looked like their experiment achieved a 5%
increase in users moving forward from View Cart to Checkout.
https://forbes.co/2020/07/14/tecnologia/esta-es-la-estrategia-de-rappi-para-convertirse-en-la-superapp-
latinoamericana/
PUBLICIDAD
La app ya ofrece diversos servicios y la semana pasada incluyó la categoría de
entretenimiento, pero ¿cuál es su estrategia?
“El objetivo es que por medio de estas categorías los usuarios que aún no tienen
Rappi tengan otras razones para descargarla, entre más tiempo estén interactuando
con la plataforma más posibilidades hay de que puedan tener interacción con otras
categorías”, señala en entrevista Juan Sebastián Ruales, director comercial de la
compañía. Hoy, un usuario de Rappi en el país puede pedir comida, tomar un taxi,
reservar una patineta eléctrica, pedir un ‘rappi favor’ y hacer una transferencia con
Rappipay. En países como México el usuario puede hacer recargas, pedir un ‘rappi
favor’, pagar servicios, sacar dinero en efectivo, comprar ropa y productos en línea.
Mientras que el target de los live events es llegar directamente con marcas, así como
artistas, chefs, influencers, entre otros personajes, con la posibilidad de vender
productos en vivo y que lleguen en media hora. “Llegamos directamente a
compañías de bookings o managers para decirles que tenemos esta oportunidad y es
un trabajo comercial en donde llegamos a este tipo de compañías pero depende el
modelo el trabajo que hacemos es un trabajo de cómo encontramos ese socio
estratégico y que nos ayude a tener métricas claras para aprender a leer al usuario
muy rápido e integrar y moverse muy rápido”, señala Ruales.