Industry overview
What is shaping meat & poultry
Meat, poultry and egg businesses are moving from wet markets to packaged and online formats, where hygiene, freshness and trust decide whether consumers switch.
- Packaged and online meat is growing
- Hygiene perceptions drive outlet choice
- Farm practices affect supply and quality
Client background
An online meat and seafood delivery company, working in Bengaluru, Pune & Hyderabad. Client identity is withheld to protect confidentiality.
- Organisation
- An online meat and seafood delivery company
- Sector
- Meat & poultry
- Team engaged
- Digital Marketing
- Services
- E-commerce marketing, Marketing automation, Digital analytics & reporting
Client challenge
The company spent heavily on discounts to acquire new customers, but many ordered only once. Leadership needed to understand why customers did not return before increasing marketing spend further.
Research objectives
- Deliver on the brief: improving repeat orders for a meat delivery app.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: App and website customers.
Audiences we typically reach in meat & poultry
Meat and egg consumersRetailers and butchersOnline buyersPoultry farmersRestaurant buyers
Geographic coverage
Coverage: Bengaluru, Pune & Hyderabad. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Cohort analysis
- 3Retention journeys
- 4Customer survey
- 5Insight
We analysed order cohorts to see when customers stopped ordering, surveyed lapsed customers about their experiences and reviewed delivery and complaint data. Retention journeys were then built with reminders, recipe content and personalised offers. The lapsed-customer survey was sent by email and WhatsApp, with a small voucher for completing it.
E-commerce marketingMarketing automationDigital analytics & reporting
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Late deliveries and occasional quality issues drove most lapses, not price.
- Retention journeys added a steady stream of repeat orders at far lower cost than acquiring new customers.
Fixing the experience retained customers better than discounts.
Recommendations
- Build on the core insight: fixing the experience retained customers better than discounts.
- Focus effort where the evidence was strongest: late deliveries and occasional quality issues drove most lapses, not price.
- Re-measure after the changes to confirm the effect.
Business impact
- The company improved delivery slot accuracy and quality checks, and repeat order rates rose over the following months.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Interactive dashboard
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what do farmers need to improve supply?
Client identity is withheld to protect confidentiality.