WhatsApp and email lifecycle flows for a quick-commerce brand

KiranaNow delivers groceries in about 20 minutes from dark stores in Hyderabad and Dubai. It has about 210,000 customers who have ordered at least once: 160,000 in Hyderabad and 50,000 in Dubai. Average order value is ₹540 in Hyderabad and AED 78 in Dubai. Only 38% of new customers place a second order within 30 days, and the founders say winning a second order is the single biggest lever in the business.

Today, the CRM team sends one promotional WhatsApp blast and one email newsletter a week to everyone. Unsubscribe and block rates are rising, and WhatsApp has warned the account about message quality. Nobody knows whether the blasts drive extra orders or just reach people who would have ordered anyway.

The head of retention, Farah Siddiqui, wants a lifecycle programme instead of blasts: - customer segments based on recency, frequency and value, built from a synthetic order dataset you create; - flow maps for welcome, first-to-second order, abandoned basket, lapsing and win-back customers; - message copy for WhatsApp and email in English, plus Hindi or Telugu for Hyderabad and Arabic for Dubai where useful; - consent, opt-out and frequency rules that follow WhatsApp Business policy and local data protection expectations; - a holdout test design that measures the extra orders each flow really creates.

Done looks like a segmentation, flow maps, a message library, a rules document and a test plan with a synthetic results read. Farah will judge it on whether the flows target the second-order problem, whether the rules protect the WhatsApp account, and whether the measurement plan would show true uplift.