About Kopi Kenangan
Kopi Kenangan is one of the fastest-growing grab-and-go coffee chains in Indonesia. Established in 2017, it now operates more than 800 stores in 45 cities across the country, employing 5,000 people.
Its mobile app is designed to provide customers with an enhanced and streamlined experience when ordering their favorite coffees and snacks, with key features including:
Menu browsing and customization — users can easily browse through the menu, view detailed descriptions, and customize their orders based on their preferences.
Easy ordering and pickup — customers can place their orders directly from their smartphones, thus avoiding waiting in line.
Loyalty rewards and personalized offers — customers can earn points for their purchases, which can be redeemed for discounts, free items, or special promotions. The app also provides personalized recommendations and tailored offers based on order history.
Secure and convenient payments — customers can enjoy a hassle-free payment process whilst knowing their financial information is secure.
Customer engagement and feedback — users can provide ratings, reviews, and suggestions, while being kept in the loop about new menu items, seasonal promotions, and events.
The Challenge
The Kopi Kenangan app is the central tool by which the company engages customers and promotes brand loyalty.
It wanted to persuade more customers to install the app and become engaged users in order to grow the business.
Kopi Kenangan partnered with Appnext to help it achieve its key objectives of raising the install-to-registration rate, and registration-to-successful-payment rate, above the industry benchmark.
Target Audience
Individuals between the ages of 18 and 35 who are more likely to embrace technology, have a higher propensity for mobile app usage and are active consumers of coffee products.
City dwellers in Indonesia who often lead busy lifestyles and seek convenient solutions for their coffee cravings while on the move.
Coffee enthusiasts who enjoy exploring different coffee blends, flavors, and customization options.
Existing Kopi Kenangan customers who have already experienced the brand's products and services and would enjoy the convenience, engagement, and loyalty rewards that come with the app, thus encouraging them to continue choosing Kopi Kenangan for their coffee needs.
The Solution
Comprehensive audience targeting: Appnext's platform leveraged its extensive data insights to identify and target users who demonstrated an interest in grab-and-go coffee. By analyzing user behavior and preferences, Appnext was able to narrow down the target audience to those most likely to install and engage with the Kopi Kenangan app.
Continuous optimization: Appnext continuously monitored and optimized the user acquisition campaigns to ensure maximum effectiveness and efficiency.
Analysis of performance metrics: Through rigorous analysis of performance metrics, such as click-through rates, conversion rates, and cost per conversion, Appnext fine-tuned the campaigns, making data-driven adjustments to improve the overall campaign performance.
The Results
Kopi Kenangan maintained steady growth, outperforming its KPIs:
70% QoQ install growth in 2023
Jan–Mar to Apr–Jun, according to data from Apptopia.
Success payment rate from registration increased above industry standard.
In June 2023, Kopi Kenangan made 45K downloads, according to data from Apptopia.
4,300 downloads came through the Appnext campaign, meaning Appnext contributed 10% of the company’s app growth.
Testimonial
“Partnering with Appnext gave us an opportunity to explore different approaches to targeting our advertising at the most relevant audience. Appnext's ability to analyze user behavior and preferences to identify the users who would be most likely to install and use our app has been invaluable.
The fact that we’ve had the opportunity to work with Appnext on continuous campaign optimization has also been hugely beneficial: thanks to Appnext’s tech, we’ve been able to dive down into performance data, including click-through rates, conversion rates and cost per conversion, to analyze what’s really working and make any necessary adjustments, enabling us to maintain maximum effectiveness and efficiency at all times.
As a result of this continuous analysis and fine-tuning, our campaign has been a tremendous success.”
Ilham Fauzi
Group Performance Marketing Specialist
Kopi Kenangan
