The App Marketing Show Featuring AJIO | User Acquisition & Retention Strategies

Episode Overview

In this episode, host Megha Kotian Kataria is joined by Shivani Tiwari, Head of Digital Marketing at AJIO, to discuss user acquisition, retention, and engagement strategies in the highly competitive Indian e-commerce landscape 

Key Takeaways

• Profitability and Data-Centric UA: User acquisition has shifted drastically away from traditional brand building and cheap downloads. Marketers must now look beyond app installs to focus heavily on bottom-line, data-driven metrics like Customer Acquisition Cost (CAC), Cost Per First Purchase, and Lifetime Value (LTV).

• Granular Cohorts over Mass Marketing: In a crowded market, effective targeting requires dividing the customer base into precise pricing and behavioral cohorts—such as luxury buyers, bargain seekers, and competitors' users—to serve highly customized couponing, messaging, and push notifications.

• The "Three S" Traffic Metrics: Evaluating in-app user engagement requires moving beyond basic traffic counts to analyze three proprietary, qualified metrics: Session Length (how long they stay), Session Turnover (how often they repeat), and Session Depth (how many deep pages they explore).

• The Challenge of Retention and Market Fragmentation: The biggest hurdle today isn't acquisition, but retaining a spoiled-for-choice consumer base. E-commerce platforms are no longer just competing against each other; they are facing an "impatient syndrome" where consumers expect the rapid delivery speeds of quick-commerce giants.

• Cross-Functional Strategy for Marketers: To build long-term business growth, app marketers must look outside their traditional siloed roles. They need to integrate directly with internal merchandising, sales planning, and coupon teams to present a cohesive, friction-free experience to the end user. 

About Guest

Shivani is the Head of Growth and Digital Marketing at AJIO. With over 14 years of rich industry experience spanning offline media planning, data analytics, and growth marketing, she specializes in driving data-centric user acquisition, lifetime value (LTV) optimization, and advanced user engagement strategies within India’s fast-paced e-commerce and fashion retail sectors.