How Lotok Increased Retention and Sales with Behaviour-Driven Journeys Across Viber, Push, Email & SMS
A repeatable engagement system has been activated for the client, an omnichannel grocery retail, to increase visit frequency, basket size and loyalty, without relying on mass campaigns.
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.
Repeat Purchase Rate: Increased by 12% among existing customers Customer Lifetime Value (CLTV): Grew by 5% Overall Sales Growth: +25% ROMI: 100% Incremental sales were 2x messaging cost; net return was +1x cost.
The Business Context
Lotok had launched eCommerce and a loyalty app, but communication was still largely transactional and campaign-based—limiting app adoption, repeat visits and basket growth.
Starting Point Before NeuCurrent, Lotok relied on basic loyalty communications, including: ● Points balance updates ● Digital receipts ● Generic promotional broadcasts
The Challenge: No lifecycle logic, limited behavioural triggers, and no consistent personalisation layers across channels.
The Objective: Increase sales by building a base of loyal customers in residential areas of selected cities. On a granular level: ● Increase app-led sales (migrate customers to the app) ● Increase visit frequency + average basket size ● Grow demand for own production (ready meals/bakery/private label) ● Make loyalty comms the core retention lever via personalisation
The Retention Strategy
NeuCurrent helped Lotok shift from campaign-led messaging to behaviour-driven journeys—using purchase cadence, proximity signals and in-app intent to trigger timely, personalised messages.
The NeuCurrent Approach The strategy prioritised high-frequency and at-risk shoppers to increase visit frequency, basket size and loyalty engagement, while continuously testing offers and content by segment. ● Audience focus: high-frequency + at-risk + app-new ● Goal: frequency + AOV + repeat purchases ● Principle: behavioural triggers outperform mass campaigns
The Buyer Persona and Demographics
Target profile ● Lives/works within a 5–10 min walk from a store ● Working adults/families with routine shopping habits ● Values speed, familiarity, consistency Behaviours/Signals Used ● Visit cadence (frequency patterns) ● Product affinity (regular purchases, own-label) ● In-app intent (wish list / nearby store interactions)
Motivation and Values Convenience is at the core of the value proposition: the store feels like an extension of home, with everything close at hand. Customers also seek confidence —fresh everyday essentials, a familiar assortment, and trusted staff— supported by “neighbour–shopkeeper” relationships where they may be recognised by name or face.
What We Built and Enabled
Implementation has been delivered over three months by integrating loyalty and app events, defining behavioural segments and trigger thresholds, rolling out the core journeys in phases, and optimising week by week with content and incentive updates driven by cohort performance.
Measurement ● Repeat Purchase Rate: ● Customer LifeTime Value: ● Sales Growth: ● Return on Marketing Investment:
Core Triggers ● App registration welcome + store preference ● Purchase cadence reminders (regular items/replenishment) ● Nearby-store offers & own-label promotions ● Wishlist/browse intent nudges ● Delivery status + post-delivery repeat loop ● Reactivation based on inactivity thresholds
Additional ● App install prompts (non-app customers) ● Loyalty bonus/tier progress messages
Channels and Personalisation
To close the loop, Lotok’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 ● Store Proximity ● Product Sets (regulars/own-label/ready meals/favourites/cross-sell) ● Incentives (discounts/loyalty points/tier progress)
Channels Used ● Email ● SMS ● App-push ● Viber
Additional ● App install prompts (non-app customers) ● Loyalty bonus/tier progress messages
Communication Chain
Below are two example journeys that show how Lotok moved from one-off messages to a connected lifecycle flow—guiding new app users to their first purchase, and then using purchase cadence to sustain repeat visits with timely, personalised nudges across channels.
Journey 1 — App onboarding → first purchase 1. Welcome (Push/Viber): set store & preferences 2. Day 2–3 (Push): nearby store offer / own-label product highlight 3. Day 7 (Email/SMS): “Your regular basket” + gentle return nudge
Journey 2 — Replenishment → frequency 1. Detect cadence gap (behaviour trigger) 2. Reminder with personalised staples (Email) 3. Timed nudge near store / time window (Push/Viber)
