#12. How to Acquire Subscribers to Your Brand’s App - Tobi Lüder (Delivery Hero)

Tobi Lüder is the Head of CRM at Delivery Hero, a food and grocery delivery app operating in over 70 countries. In this episode, Tommy and Tobi talk about how to keep customers engaged with your app and converted into subscribers. You’ll learn how to win the loyalty of your customers, the difference between heavy users and loyal users, how to measure the incremental lift of your marketing efforts, and more!

Questions Tobi Answered in this Episode:

• Does CRM strategy change significantly from one country to another?
• How do you keep customers engaged with the Delivery Hero brand?
• What is the process for identifying your heavy users that require less incentives?
• How are you measuring the incremental lift of your marketing efforts?
• Are your customers actively engaged in your loyalty program? Is that an important tool for them?
• How do you determine who to heavily market your subscription to and articulate the value proposition?
• Is frequency the most important metric when segmenting your audiences?

Timestamp:

• 2:40 Tobi’s background
• 5:16 Changes to CRM strategies in different countries
• 6:40 About Delivery Hero
• 9:38 How to win the loyalty of your cusomters
• 14:40 Heavy users vs loyal users
• 18:12 Measuring results with control groups
• 20:48 Attracting customers to our loyalty program
• 15:25 Acquiring subscribers in the app
• 28:09 Importance of frequency as a metric

Mentioned in this Episode:

• Tobi Lüder’s LinkedIn
• Delivery Hero