Phase 2: Web2 Scale-up (Jeni)
Jeni has become a star at A1 Books. Her early adoption of Mu and innovation in the use cases has made her a mini-celebrity inside and outside the company. Within A1 Books, her adoption of Mu has meant that business from existing customers has skyrocketed, helping them reduce the spends on new customer acquisition. In fact, her referrals and reviews program (incentivised via Mu) has helped reduce the dependency on constant spending on Big Tech platforms to meet internal targets. This has boosted profitability at A1 Books.
Externally, Jeni has been recognised for leading many of the innovations in the Muniverse. She worked with Netcore to make Mu omnichannel – expanding it to the other push channels. Her response rates on the other channels are up more than 10X. She also created Mu differentiation – with rewards for A1 Books’ best customers being significantly higher than the regular customers. She led the creation of casual games linked with books which made the brand footer a must-see, thus ensuring the body of the email was also perused. She used AMP Ads for reactivating some of the dormant customers – she had their email IDs and last purchase and invoked the nostalgia of the previous book bought to ‘awaken’ customers.
Her demand for Mu has steadily increased. Realising that Mu could not yet be bought in the open market, she deepened her relationship with Netcore beyond just email because Netcore, as one of the few distribution partners of MuCo, offered her additional Mu linked to her spending. She now uses Netcore for all her push messages and its Martech full-stack. When the Mu Marketplace opened, she immediately saw the opportunity to get more Mu. She crafted online events where tickets could only be purchased with Mu. She calls this “Mu Mining.”
Jeni improved her app retention by using Mu to drive behaviour in the first few days after downloading. She rewarded A1 Books app users with Mu if they opened the app three times in the first week, and browsed through five books. This was one of the first uses of Mu beyond the push channels. It worked wonders: the 7-day uninstall percentage fell by half.
With Mu usage growing, Jeni’s team now tracks innovations being deployed by other brands. Her team identifies the good ones and runs experiments to see the uplift. If significant, she is quick to deploy to the full base. One of the ideas she is toying with is to see how A1 Books could use Mu in the offline stores that A1 Books plans to open in the coming months. The Web3 migration that MuCo is planning also has her excited. Mu points in the Web2 world have done wonders; what will Web3 Mu tokens bring?
