At Rappi, we utilize all available channels to achieve our objectives. When planning a new customer engagement campaign, after determining the goal, we proceed to decide which channels to utilize for this purpose. In the vast majority of cases, we never rely on a single channel alone to achieve the objective.
Within in-product channels, Rappi heavily leverages in-app messages and banners. Additionally, we have native widgets within the app that are also utilized when necessary. Using action-based iAM has consistently delivered better results for us compared to journey-based approaches. This is because we can precisely select the moment when we want to capture the user's attention.
On the external channels, Rappi has a structured email campaign tailored for each audience segment, often complemented with SMS or WhatsApp messages in cases where we want to ensure a higher probability of conversion.
Lastly, in certain scenarios, we enhance these campaigns with strategies in Paid Media to reach a larger audience.
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