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Sumary Breakdown Gyft, a digital gift card platform, wanted to increase engagement of their users, re-engage active users, and entice them to buy and use “gyft” cards. The company used the Kahuna Engagement Engine( TM) to build a personalized push notification campaign to target users based on their behavior in real-time. With Kahuna, Gyft was able to capture its users’ behavioral data across all online platforms and build personalized profiles of those it wanted to target, then, using push notifications, send users the right message, at the right time, on the

With Kahuna, Gyft saw: • Increased re-engagement rates with inactive users by 17 percent, compared to 5 percent in the two months before Kahuna – a 240 percent increase; • A 17 percent increase in total purchased cards; • A 12 increase in total card redemption; • A 7 percent increase in total cards “gyfted”; • A 6 percent increase in total cards added.

right device.

7 % increase in total cards “gyfted”

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Kahuna Helps Gyft Make Customer Engagement Personal

For Gyft, engagement is everything. The San Francisco-based digital gift card platform lets users manage gift cards through a mobile app so they can store, send and redeem cards without having to keep track of the plastic cards. Users can also buy gift cards for friends and family from hundreds of retailers through the app. Gyft is a mobile company, so engaging users and keeping them coming back to the app is crucial. The company needed a way to target users in order to up-sell, engage and retain them as well as encourage users to buy, redeem or “gyft” cards in a personalized way, based on past behaviors and usage. Traditional marketing automation systems have extremely limited mobile capabilities and don’t provide analytics about different devices people use and how, why, and when people use them.

“Getting users back to the app is our company’s top priority – it’s absolutely crucial to our success,” Vinny Lingham CEO & Co-founder, Gyft

“Getting users back to the app is our company’s top priority – it’s absolutely crucial to our success,” said Gyft CEO and co-founder Vinny Lingham. “We had used more traditional, email-based marketing campaigns and user outreach, but we were missing a way to hit our users where it really mattered: on their phones.”

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Right Message, Right Time, Right Device For companies trying to reach today’s mobile-centric users, the concept of a session has fundamentally changed. Current marketing automation systems were designed to track and increase page views and sessions and, beyond mobile-optimized emails, weren’t designed for today’s mobile users. They’re built on an outdated model where consumers use the same computer all the time, and shop around until they either convert or not. This notion is quickly becoming obsolete in a world where consumers are using different devices to browse and buy from retailers. Consumers look at a marketing email on their phone on the commute to work, browse again on their tablet while watching TV on the couch, then look again on their computer at work. Marketers need to focus less on device- and event-centric analytics, and concentrate on people-centric insights that let them understand users as a whole to really understand how to talk to them. Kahuna lets companies send users a

Kahuna makes it easy for companies to deliver

personalized notification based on their

the right type of message – whether it’s push or

behavior by understanding a person’s

email – with the right offers or prompts, on the

preference and serving them an appropriate

right device, at the right time of day.

message in the best way possible. It automatically captures behavioral data across all online platforms, processing billions of events, so Kahuna is built to understand how users interact with an app or service on different devices, their preferred time of day, how often they use it and what version they’re using. Kahuna’s Proprietary Engagement Engine then analyzes behavioral information and layers demographic information on top of that to build dynamic profiles of users, build custom segments based on a company’s needs, deliver

“Kahuna let Gyft target users exactly where they wanted to – on their phones. Using push notifications, Kahuna created a custom campaign for Gyft targeting more than half of its user base, reaching each person with the right message, at the right time, on the right device.”

and optimize messages, and engage with users.

(765) 205-2486 | www.usekahuna.com @useKahuna | info@usekahuna.com


“Since we started using Kahuna, we’ve totally changed how we think about our usersand customers,” Lingham said. “Kahuna helped us better understand who uses our app and the best way to communicate with them in order to entice them to use Gyft again and make more purchases”. Gyft used Kahuna to create a push messagebased campaign that reached 51 percent of its users. Push notifications are a far more effective way of engaging users than emails – even mobileoptimized emails. Studies have shown that push notifications get a 3x faster response time than emails, and can lead to a 540 percent increase in daily app opens. Mobile app users that opt in to push notifications have a 26 percent higher retention rate after one month, and double the retention rate after six months compared to users that don’t. In addition, mobile apps with built-in push functionality have double the retention rate than those without it.

“Kahuna was incredibly easy to setup and use,” Lingham said. “It’s designed for everyone on the marketing team to use – more than 20 people at Gyft use it every day – so our entire team has direct access to this massively valuable informationabout how, when and why people use our apps.

(765) 205-2486 | www.usekahuna.com @useKahuna | info@usekahuna.com


Better Engagement, More Sales

Gyft saw immediate results. Four days after running the campaign, Kahuna pushed re-engagement rates with inactive users to 17 percent, compared to 5 percent in the two months before Kahuna – a 240 percent increase. Most importantly, Kahuna increased growth in four key areas:

• A 17 percent increase in total purchased cards; • A 12 increase in total card redemption; • A 7 percent increase in total cards “gyfted”; • A 6 percent increase in total cards added.

With Kahuna, Gyft can also easily monitor its campaigns and optimize the segmentation, timing and content of the messages to make sure they’re still improving engagement, revenue and profitability. “The results speak for themselves: Kahuna gave us a boost in areas that directly affected

“The results speak for themselves: Kahuna gave us a boost in areas that directly affected the bottom line”

the bottom line,” Lingham said. “Because we were able to reach them on the same device they were using our app on, we could easily let a person know if they had a balance remaining on their card, entice them to come back to the app, or offer them the last little push they needed to make a purchase. These are all incredibly valuable enticements that make the difference in whether someone continues to use our app or not.”

(765) 205-2486 | www.usekahuna.com @useKahuna | info@usekahuna.com


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