Gyan Diary, a Lucknow based dairy company has always stuck to their promise of delivering the freshest dairy products to its customers. Over the years they’ve been expanding their footprint in the market by setting up exclusive retail outlets called “Gyan Fresh” to it meet its ever growing demand however with the digital adoption at its highest in the country the company identified the need to digitize its operations  and hence introduced the “Gyan Fresh App”

Since each market behaves differently from one and another we realized that we cannot take a one size fits all approach. Thus we developed a three pronged approach

1. Audience - Specific cohorts basis user behaviour, demography, income, etc

2. Content - One of the key benefactors of digital adoption has been content, especially vernacular content. We deployed vernacular content based on the specific consumer cohorts identified to help create higher cut through among the minds of the users. 

3. Incentives - We decided to nudge users by coming up with a “Pay Week” property where users were given incentives during the first 7 days of the month.