Top Marketing Strategies by Swiggy in 2019: Innovative Tactics for Customer Engagement

Marketing has evolved significantly in recent years, with brands striving to find new and innovative ways to connect with their customers. In 2019, one company stood out in the food delivery sector: Swiggy. The brand effectively implemented several strategic approaches that not only boosted its market share but also offered a unique customer experience. This article explores Swiggy's marketing strategies in 2019, including price sensitivity, moment marketing, and customer-centric features.

Understanding Price Sensitivity and Customer Loyalty

One of Swiggy's greatest achievements in 2019 was its ability to differentiate itself from competitors through innovative marketing tactics. Given the highly competitive nature of the food delivery industry, it is crucial for brands to address the needs of price-sensitive consumers.

Many Indian consumers are price-sensitive due to the fluctuating economic conditions and the necessity to save money. Loyalty to any particular brand can be challenging to maintain in such a competitive environment. However, brands like Swiggy found creative ways to build customer loyalty without relying solely on discounts.

Swiggy's Competitive Response: The Swiggy Voice of Hunger Campaign

Swiggy effectively utilized consumer behavior to enhance its market presence through its Swiggy Voice of Hunger Campaign. Recognizing that heavy discounts offered by competitors like Zomato could easily attract customers, Swiggy launched a campaign that enticed users to participate in a chance to win free food for a year. The campaign involved the creation of food items shaped as voice notes, which users could win free food by replicating.

This strategy was not only creative but also enjoyable for users, as it added an element of fun to the ordering process. Through this campaign, Swiggy managed to capture the attention of millions of consumers, making the brand more memorable and appealing.

Staying Relevant through Moment Marketing

Another key aspect of Swiggy's marketing success in 2019 was its ability to stay relevant and innovative. Brands often struggle to keep up with constantly changing social landscapes and consumer behavior. However, Swiggy successfully integrated moment marketing into its campaigns.

Moment marketing involves staying up-to-date with current events and leveraging them to create engaging content. This approach ensures that the brand remains relevant and that its marketing efforts resonate with its audience.

Swiggy's Moment Marketing Success

Swiggy recognized the potential of Bollywood songs and cultural moments to engage its audience. When Instagram Music launched in India, Swiggy capitalized on this trend by using Bollywood songs to narrate the journey of food delivery. This storytelling approach created a strong emotional connection with users, driving more organic shares and engagement.

One of Swiggy's standout posts on Instagram told the story of food ordering through the medium of heart-warming Bollywood songs. The campaign was not only successful but also highly engaging, leading to a significant increase in user engagement and brand awareness.

Focusing on Customer-Centric Features

Swiggy's success in 2019 can also be attributed to its focus on customer-centric features. Understanding consumer needs and preferences is vital for any brand to thrive in a competitive market. Swiggy recognized that consumers sometimes look for quick suggestions to try something new, especially when ordering for themselves.

Innovative Customer Feature: Swiggy POP

To address this need, Swiggy introduced a Swiggy POP feature. This feature offers suggestions to consumers for ordering meals for one person, with the added benefit of no delivery charge. This unique feature stood out as it provided a solution to the common hesitation of trying something new without the added expense.

The rationale behind offering this feature without delivery charges was to make the users feel less burdened if they did not like the meal. This approach aimed to reduce the risk associated with trying new food options, thereby encouraging experimentation and customer satisfaction.

Conclusion

In conclusion, Swiggy’s marketing strategies in 2019 marked a significant milestone in the food delivery industry. By understanding price sensitivity, leveraging moment marketing, and focusing on customer-centric features, Swiggy not only succeeded in 2019 but also set a benchmark for future strategies. These innovative approaches not only helped them differentiate from competitors but also built a loyal customer base.

As the industry continues to evolve, brands that can effectively navigate these challenges are likely to find success. Swiggy's approach offers valuable insights for businesses looking to engage with their customers in a meaningful and innovative way.