As sustainable growth has been the strategy of our company, it supported my business case in suggesting a new promo engine for retention promo in our lifecycle marketing. With the retention promo, we can entice “Soft Churn” and “Hard Churn” users to be reactivated again.

I discussed this with other related C-Levels, especially CEO and CTO, and they agreed to the idea. The only issue was the timeline as the IT Team was swamped by other projects. It required some compromises with other departments as well to utilize IT Team’s bandwidth.

I discussed the business requirements to the IT Team, discussed and iterated it for a couple of months until the first version was finally deployed. Combined with targeted existing user segments from our BI tools, this promo engine gave an entirely new capability of retaining our existing users as the promo can make them reconsider in churning.

Next iteration
After the first version was deployed, we found out that we needed a mission-based promo. By using a mission-based structure, where users must meet a minimum transaction value to qualify for the promo voucher, we can control the return on promotion spending (ROPS) for better profitability.

We submitted the additional requirements to the IT Team, but unfortunately this time it took significantly longer to implement this feature due to lack of IT team bandwith. I kept following up our IT Team for almost a year until this feature is finally deployed.