#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 background5:16 Changes to CRM strategies in different countries6:40 About Delivery Hero9:38 How to win the loyalty of your cusomters14:40 Heavy users vs loyal users18:12 Measuring results with control groups20:48 Attracting customers to our loyalty program15:25 Acquiring subscribers in the app28:09 Importance of frequency as a metricMentioned in this Episode:Tobi Lüder’s LinkedInDelivery Hero