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Case Study
Cart Xperts' Digital Transformation for DMRC Momentum 2.0
Client Overview
Delhi Metro Rail Corporation has launched ‘Momentum 2.0’, an innovative mobile app designed to improve the commuting experiences of millions of commuters in the National Capital Region. This app provides a wide range of services including integrated QR tickets for all metro lines. It also offers instant smart card recharging, a variety of e-shopping, digital lockers to secure deliveries, smart utility payment, and last mile connectivity solutions. By combining these features on a single platform ‘Momentum’ aims to give commuters a seamless, efficient transit experience.
Cart Xperts partnered up with DMRC to be the official branding partner of the Delhi Metro Rail Corporation mobile app. This partnership ensured maximum visibility, engagement and user adoption by implementing key branding and marketing strategies.
Our contribution:
01.
In-App Advertisements
The objective is to monetize the app through targeted advertising that reaches metro commuters.
Approach:
- Created an ecosystem of in-app advertising that allowed brands to engage users via interactive banners and Pop-ups.
- Instant transactions are possible with QR codes.
Outcome:
- DMRC's ad revenues increased.
- Brands had direct access to daily commuters, a captive audience.
02.
Smart Locker Branding
Objective: Increase brand visibility by placing digital lockers in metro stations.
Approach:
- Brands can showcase their services in a new way with the strategic branding solutions developed for lockers.
- Advertisers can sponsor locker spaces to make them more attractive and functional.
Outcome:
- Increased awareness of partner brands among commuters
- Locker sponsorships created an additional revenue stream to DMRC.
03.
Marketplace Merchant Onboarding
Goal: Expand e-commerce options within Momentum 2.0.
Approach:
- We identified and onboarded diverse merchants, ranging from local vendors to brands.
- Integration process streamlined to ensure smooth transaction and fulfillment.
Outcome:
- Shopping options for commuters have been enhanced.
- App engagement and transaction volume increased.
04.
Product Sampling & Metro Card Top-Up Promotions
Drive adoption and engagement of the Momentum 2.0 App's features.
Approach:
- Sample new products at metro stations and introduce them to commuters.
- Interactive awareness campaigns can be used to promote the smart card auto-top up feature of the app.
Outcome:
- The app allows for increased smart card recharges.
- Brand-consumer interaction at metro hubs strengthened
05.
Surveys & Market Research
Objective: Gain insights into commuter behaviors and app usability.
Approach:
- Conduct structured surveys at metro stations and collect feedback in real time.
- Analysis of commuter preferences for improving app functionality and content strategies.
Outcome:
- DMRC can now optimize their app using data from the DMRC App.
- Data-driven improvements improve user experience.
Conclusion
Cart Xperts played a pivotal role in making Momentum 2.0 a success by executing targeted branding and engagement strategies. Our efforts contributed to increased app adoption, enhanced brand visibility, and improved commuter convenience. Through innovative digital and on-ground activations, we helped DMRC redefine the urban transit experience.