How Qarrib Increased Active Customers and Revenue with Behaviour-Driven Journeys
A retention system for hyperlocal marketplaces to activate customers, drive repeat orders, and scale lifecycle communications across channels—without adding operational load.
Within a 3-month campaign period, we achieved measurable improvements across key commercial metrics. Measured across loyalty app + owned messaging channels; uplift calculated vs pre-campaign baseline for the same customer cohorts.
Active customers: from <10% to 20%
Revenue: +20%
Customer Lifetime Value (CLTV): +12%
Operational impact: achieved with no increase in team size
The Business Context
Qarrib is a hyperlocal marketplace helping local convenience stores (Baqala) grow online in UAE and Saudi Arabia, connecting 100+ shops to local customers through its consumer app.
Qarrib was onboarding stores at 30% month-over-month growth, and asked NeuCurrent to create and implement a customer retention strategy to collect customer data, activate customers, and build repeated purchases.
Starting Point Qarrib needed to enable a structured retention approach to support rapid marketplace growth and improve repeat purchases. Micro (gap) ● Points balance updates ● Digital receipts ● Generic promotional broadcasts
The Challenge: Retention needed to be systematised through strategy definition, audience segmentation, trigger-based journeys, and scalable content execution inside the platform.
The Objective: ● Activate customers and increase repeat purchase behaviour ● Build a retention system that scales with store onboarding growth ● Use customer data and behavioural triggers to drive lifecycle communications
The Retention Strategy
NeuCurrent partnered with Qarrib to design a retention strategy built on audience segmentation, trigger maps, and a structured content plan—then implemented templates and comms directly in the platform.
The NeuCurrent Approach ● Audience focus: lifecycle segments with distinct needs and repeat-order potential ● Goal: repeat purchases + active customer rate + CLTV uplift ● Principle: behavioural triggers + personalised recommendations outperform generic messaging
The Buyer Persona and Demographics
Target profile NeuCurrent and Qarrib structured retention around four priority segments: ● Working Moms ● Late-Night Millennials ● Baqala Loyalists 40+ ● Office Admins Pains & motivations (examples) ● Lack of time to cook / unhealthy snacking ● 24/7 access / skipping meal prep ● “Talk to a real person” / same shop, same prices ● One-click repeat orders / bulk ordering
What We Built and Enabled
Implementation Once designed the segmentation strategy and guidelines, NeuCurrent took care of ● Trigger map ● Content plan ● Building the required design, copy, and templates ● Support and operations directly in the platform to ease execution.
Triggered Communications (core) ● Save details ● Start to order ● Abandoned order ● Abandoned payment ● Create new order ● Active customer ● Inactive customer
Channels and Personalisation
Qarrib’s journeys were delivered through the channels customers already use, while personalisation ensured every message sent reflected the right store, the right products, and the right incentive at the right moment.
Personalised by Customer ● Personalised product recommendations per segment ● Personalised cross-sell and upsell ● Next predicted purchase nudges ● Promos and offers ● Personalised new and trending items
Channels Used ● Email ● App-push
Expansion Channels Roadmap ● Instagram ● WhatsApp
Business Outcomes after Implementation
Results reported after implementation focus on active customer rate, revenue uplift, and CLTV uplift achieved in the first 3 months.
Active customers: <10% → 20% (in 3 months) Revenue: +20% (in 3 months) CLTV:+12% Achieved with no increase in team size