The challenge was How to Transform from a Seasonal Product to a Consistently Growing Product?

 In order to increase retention our goal was to capture value in narrow markets & communities. We understood the value of brand recognition and launched our new brand identity “ Mrrha” diving into the mindset of our customers' personas and delivered stories that were relatable to Saudi individuals & creators. And this resulted in:

•  Receiving UGC (user generated content) reflecting the high impact of the local network effect. This is one of our core values as a community based marketplace.

• Creating brand awareness by developing a user interface/experience that changes and directs better behavior.

Asking key questions: What metrics do we need to drive?

Our main objective was to achieve operational scalability by adapting a data-driven & automated approach. In order to cope with increased demand during our growth stage. 

Which was 12X last year's performance. And only with efficient automation strategies we were able to lower our operational spending by 36% and successfully delivered more than 35k orders to more than 167 cities within the kingdom with the same operational capacity. 

• A critical metric for a c-c business is to minimize individual rejection rates and after deep analysis, integration & design patterns we managed to drive behavior and decrease individual rejection from 25% to only 8%!

How to Improve the Efficiency of our Marketing Spend?

After getting our first investment the challenge was how to allocate the marketing budget efficiently and we achieved our marketing KPIs starting with :

• Minimizing the customer acquisition cost from $26 to $3. 

• Growing 24% MOM which aligned with keeping more than 40% of our total sales organic. We attained our marketing spending metric.

• Growing user base four times and increasing supply and listing five times last year.