How AlloFresh works with Talon.One, Braze and Adjust to boost average order value

AlloFresh is a leading Indonesian on-demand grocery platform established in early 2022. With a starting capital of IDR 1 trillion (around USD 70 million), AlloFresh now boasts an extensive range of over 150,000 products sourced from 10,000 providers - all delivered within a three-hour timeframe.

AlloFresh came to Talon.One to expand its customer base with personalized promotions and loyalty solutions, and the partnership has gone from strength to strength. By combining Talon.One with Braze and Adjust, AlloFresh can now offer new and existing customers pro-rata discounts, cashback rewards, and loyalty coins — AlloFresh’s personal currency used to incentivize customer interactions.

Hi, I’m Khoirunnida - Product Manager at Allofresh. We’re an Indonesia-based leading e-grocery startup, backed by Bukalapak, Growtheum Capital Partners, and Trans Retail Indonesia – a local offline retailer owned by conglomerate CT Corp Group.

With this powerful partnership, our primary objective is to become the number one choice for e-grocery services in Indonesia, prioritizing seamless user experiences and convenience.

While we manage multiple channels, our current emphasis lies on organic and online marketing efforts. Among these channels, our organic channel significantly contributes to customer retention. To sustain and support all our channels, particularly organic, we employ strategies including offline-printed coupon codes, registration referrals, coins, and loyalty programs.

We leverage three platforms: Adjust, Braze, and Talon.One. Adjust plays a crucial role in our customer acquisition strategy, enabling us to precisely target specific users across our acquisition channels. Once we understand what kind of users go into our product ecosystem, Talon.One empowers us to create tailored promotions based on their unique profiles and interaction events within our app. With Braze, we can drive engagement by delivering dynamically generated personalized content and messages.

Their combined capabilities mean we can streamline system integration, adapt existing features to our specific use cases, and benefit from exceptional customer service - and all three platforms are now essential to helping us achieve our business goals. A recent example involved leveraging Braze to send push notifications reminding users of their loyalty benefits, with the criteria for selection based on Talon.One's functionality.

Initially, we faced challenges in converting our business requirements into technical implementation. But the Talon.One team was incredibly responsive to all our queries, concerns, and requests during the integration process, and always ensure we have the necessary support whenever required.

During the integration phase, we encountered integration errors late at night, and we had no debugging context. When we reached out to the customer success team for technical support, Talon.One went above and beyond by offering support from the Berlin team. Despite the geographical distance, they guided us step-by-step to resolve the issue. Overall, the entire integration experience was seamless and effortless.

Preserving market momentum is imperative for our business. As a result, we made the strategic choice to adopt SaaS solutions which allows us to focus on our core competencies by providing rapid deployment, cost-effectiveness, access to expertise, continuous improvements, and integration capabilities. With a one-time integration, our growth team can use the full range of features offered. This means our tech team can concentrate on troubleshooting and creating opportunities that enhance our users’ experience.

Coins serve as our loyalty currency for customers. Given the different terms and conditions and distinct flows of these coins, we expected that building this capability would be quite challenging. Luckily, Talon.One offers a user-friendly "subledger" feature specifically designed for loyalty programs. This feature empowers us to experiment with diverse coin campaigns within our loyalty program, thus ensuring user retention.

On a particular occasion, our business team decided to roll out a voucher type with certain SKU exclusions (for example for essential food items that should not be discounted). With Talon.One, setting up and implementing the pro-rata discounts based on these SKUs was extremely straightforward - and we noticed a big increase in the number of product variations added to our target users’ shopping carts.

By combining Braze and Talon.One’s capabilities, we are currently running a campaign for new users with targeted in-app popups. For instance, the campaign offers discounted detergent products for purchases above a specific minimum order value. With Talon.One managing the logic behind the campaigns, this onboarding awareness initiative has resulted in a higher average order value for first transactions.

We’d like to expand our focus to more cities targeting more growth of the current user base. With SaaS solutions like Talon.One, Braze and Adjust, scalability isn’t even something we need to worry about: it’s built-in from day 1.

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