Dietly's Blueprint
for Marketplace Loyalty and Growth

Project Summary

Dietly.pl is a leading platform aggregating approximately 300 dietary catering services in Poland, allowing users to conveniently explore and order meals from multiple providers through a single account.

The company created a loyalty program that would strengthen users' relationship with the Dietly platform as a whole, while continuing to support the diversity and uniqueness of individual catering partners.

"The program's goal is to build loyalty among users towards the Dietly brand. We want to make users across the entire ecosystem aware that ordering on the Dietly platform is significantly more beneficial than directly from catering services, because here they are rewarded regardless of where they make their purchases."

Piotr Jakubek
Product Manager at Dietly

Relevant Trend: Marketplace Loyalty Program

In the dietary catering market building long-term customer loyalty goes beyond offering one-off discounts. It becomes crucial to create an ecosystem where users feel rewarded for every interaction, regardless of the chosen provider. This trend offers more variety and builds lasting customer relationships.

The Challenge

Before implementing the loyalty program, Dietly faced several challenges:

• Competing on price and lack of differentiation: The dietary catering market is characterized by intense price competition, making it difficult to build loyalty beyond short-term promotions.

"The dietary catering market is very dynamic and competitive. Promotional offers have become a common expectation among customers, which makes it even more important for us to create long-term value and differentiation beyond just price."

Piotr Jakubek
Product Manager at Dietly

• Limited user engagement: Previously, user engagement was primarily driven through time-bound marketing campaigns. While effective in generating short-term interest, these lacked mechanisms for sustained and personalized engagement. The loyalty program complements these efforts by offering always-on, user-specific incentives.

"Thanks to the loyalty program, we can now engage users continuously and in a more personalized way. Previously, our efforts focused on seasonal campaigns like the May or Christmas Campaigns, which were effective but naturally limited in duration and scope. The loyalty program complements these initiatives by providing ongoing, tailored engagement."

Piotr Jakubek
Product Manager at Dietly

• Lack of a central loyalty point: Users were often loyal to specific catering services rather than the Dietly platform, which limited the potential for CLV growth and awareness of the Dietly brand as an aggregator.
• Difficulty in data acquisition: Effective acquisition of user data (transactional, content, demographic) was a challenge, and the loyalty program was intended to serve as a tool for collecting this information.

Long implementation time for in-house solutions: Attempts to build a loyalty program internally were time-consuming and unscalable.

Key Results

The implementation of the loyalty program with Open Loyalty brought significant benefits to Dietly:

• Significant CLV increase: Users who made at least one transaction within the program have 3.6 times higher Customer Lifetime Value (CLV) than those who do not participate in the program.
• Increase in the number of transactions: On average, a loyalty program member makes 5.7 transactions annually, compared to 3.8 transactions for a non-member customer.
• Increased program awareness: The Redemption Rate (percentage of points exchanged for rewards) increased from 2% in the MVP version to approximately 18%, indicating growing user awareness and engagement. The goal is to reach 30%.
• Positive user feedback: Users themselves report that they order from Dietly because "it pays off more".
• Growth of the "Explorer" segment: The program actively promotes "Explorer" type users (ordering from at least three different catering services), who have a higher CLV by 14.58% than "Loyalists" who stick to a single provider.