Diagnosis
Membership penetration and renewal improved year over year, while benefit utilization declined. The priority was to make membership benefits easier to use and increase repeat ordering.
Conversion & Retention
Growth & Lifecycle Marketing
From first-order conversion to repeat purchases and reactivation, I segment users by lifecycle stage and match each stage with relevant benefits, tasks and outreach. I review conversion, retention and cost together to refine the approach.
01
Lifecycle segmentation and operating framework
| Stage | Definition & criteria | Objective | Characteristics | Strategy | Tools | Metrics |
|---|---|---|---|---|---|---|
| New | Registered, no orders Registered; lifetime orders = 0 | First-order conversion | Price-sensitive, reliant on new-user coupons; retention is not yet stable. | Segment by time since registration, acquisition channel, field vs. other sources and language; offer new-user coupon bundles and fallback coupons. | Instant coupon drops, campaign plans, coupon bundles, hesitation-triggered offers | First-order rate, cost per first order, coupon redemption, CM3 |
| Activation | First order completed Registered within 30 days; 1–2 lifetime orders | Second and third orders within 7 days | Price-sensitive, reliant on new-user coupons; retention is not yet stable. | Use tiered benefits and tasks to encourage consecutive orders after the first purchase. | Task center, second- and third-order coupons, push / SMS | Second-order rate, third-order rate, 7-day repeat purchase |
| Growth | Developing a repeat-order habit More than 2 lifetime orders; 1–5 orders in the past 30 days | Increase frequency and repeat purchases | Developing restaurant preferences, open to recommendations and potential loyalty. | Tailor subsidies by order frequency, average order value, cuisine category and price sensitivity. | Campaign plans, tasks, hesitation-triggered offers | Order frequency, 30-day repeat purchase, order volume, consumer subsidy rate |
| Maturity | High-value core users At least 6 orders in the past 30 days; consistent ordering for 2 consecutive months | Retain high-value users | High order value and frequency; proactively opens the app and is less reliant on subsidies. | Prioritize reminders about existing benefits; offer light incentives to users without coupons and limit contact frequency. | Membership, expiry reminders, small-value coupons | Retention, membership orders, user payments, CM3 |
| Declining activity | Reduced activity / churn warning No order in 14 days OR order frequency down at least 50% over a 30-day period | Prevent churn | May be switching to competitors, facing experience issues or ordering less. | Identify users whose recent ordering has declined; tailor interventions by user value and competitive context. | Win-back coupons, push / SMS, instant coupon drops | Reactivation rate, churn rate, subsidy ROI |
| Lapsed | Dormant users No orders for more than 30 consecutive days | Segmented reactivation | No longer actively ordering on the platform. | Differentiate win-back bundles for high-, medium- and low-value lapsed users, with controlled contact frequency. | Win-back campaigns, SMS, coupon bundles | Reactivation rate, cost per reactivated user, 7/30-day retention |
| Reactivated | Ordered again after lapsing Previously lapsed; placed a new order within the past 7 days | Retain returning users | Active again, with a need to rebuild ordering frequency. | Follow reactivation with second-order and frequency-building tasks to prevent another lapse. | Return-user tasks, frequency-building coupons, push / SMS | Post-reactivation second-order rate, 30-day retention |
| Other / Unknown | Users awaiting classification | Provide baseline benefits and enrich user tags | — | Provide general benefits while continuing to improve user tagging. | General coupons, baseline outreach | Tag coverage, conversion rate |
CASE STUDY · U.S. MEMBERSHIP GROWTH
Membership growth: from strategy to execution
The following sections form one membership case. I applied the lifecycle framework to review membership performance, select tools and outreach strategies, plan execution and estimate contribution.
02
Strategy review and execution
U.S. membership operations: review penetration, order frequency, renewal and contribution margin, then translate the diagnosis into segmented actions and operating targets.
Strategy
Bring high-quality users into membership; improve member lifetime value through repeat-order tasks, scenario-based benefits and a membership growth system.
Execution
Differentiate offers by city, user value and order value; remove benefit-claim restrictions, coordinate in-app plans with SMS and push, and use tasks to encourage second and third orders.
03
Operating targets and expected contribution
The following compares the current baseline with planning targets. These are expected contributions, rather than completed results.
| Metric | Current | Target | Expected change |
|---|---|---|---|
| Paying members | 75,571 | 80,248 | +4,677 |
| Member orders | 358,538 | 452,447 | +93,909 |
| Member order frequency | 5.38 | 5.48 | +0.10 |
| Member penetration | 54.57% | 57.57% | +3.00 pp |
| Member order share | 68.25% | 71.20% | +2.95 pp |
04
From segmentation to execution
Membership conversion
Differentiate member and non-member benefits, simplify benefit claiming and test membership selection in the ordering flow. Extend trial membership in locations with strong supply and user quality.
Dormant and lapsed users
Group users by recent visits, time since last order and order value. Coordinate coupon validity, SMS reminders and push notifications with each segment.
Consecutive orders and frequency
Use two orders in seven days or three orders in seven days as task structures. Adjust thresholds and rewards by order value, and introduce multi-scenario tasks for users who order in only one scenario.
05
How I break down expected contribution
| Lever | Contribution pathway | Metrics to track |
|---|---|---|
| Ordering-flow optimization | Checkout reach × membership exposure × membership purchase conversion → new paying members | Checkout users, exposure, purchase conversion, new members |
| Trial membership | Eligible new / lapsed audience × active share × membership payment conversion → paying members | Eligible audience, active users, trial users, paying members |
| Renewal and benefit value | Improve the value difference between membership and non-membership benefits → renewal | Expiring members, 7-day renewal rate, subsidy rate, benefit value gap |
| Frequency and contribution margin | Additional member orders and changes in per-order subsidy / CM3 → contribution estimate | Member orders, order frequency, per-order subsidy, CM3 |