Meet Our Customer

Getir is a Turkish rapid delivery company that operates a mobile app-based grocery delivery service. Founded in 2015, Getir has expanded rapidly, offering customers the convenience of ordering groceries, snacks, and other everyday items through their app and having them delivered within minutes. It's gained popularity for its quick delivery times and wide range of available products. Getir has also initiated GetirMore, GetirFood, GetirWater, GetirLocals, GetirDrive, GetirJobs, GetirBiTaxi, and n11.

While users fulfill their instant needs in minutes with Getir, they get their weekly grocery shopping done on GetirMore. They get takeout from GetirFood, and keep in contact with their local shops through GetirLocals. They place orders for water on GetirWater, and use GetirBiTaxi or GetirDrive for transportation. Also find employees, services, or jobs they need with GetirJobs.

They continue to make their users' lives easier in all 81 provinces of Turkey, as well as in the USA and Europe.

The Implication

By implementing the AI-driven personalized messaging system, Getir significantly enhanced customer engagement through tailored promotional messages, ensuring content relevance and resonance with individual customer interests. This automation reduced manual effort, streamlined marketing processes, and allowed Getir to scale its personalized marketing efficiently as its customer base and operations expanded.

The continuous feedback loop ensures ongoing improvement of the promotional content, while data-driven insights from the AI models enable Getir to optimize marketing strategies and product offerings. Leveraging AWS and NorthBay Solutions' expertise, Getir improved operational efficiency, customer satisfaction, and loyalty through this advanced, scalable solution.

Solution

NorthBay Solutions, a Premier Tier AWS Partner, crafted a comprehensive solution to address Getir's need for personalized customer engagement. The solution leverages AI to generate tailored promotional messages for customer micro-segments, enhancing the relevance and effectiveness of communication.

The key components of the solution include:

API Integration: An API was developed to integrate with the Getir existing workflows, generating tailored messages for customer micro-segments. This API accepts customer data and generates personalized messages on the fly.

Customer and Product Data Ingestion: Relevant customer and product data, including customer's data science attributes, were ingested into a PostgreSQL database, ensuring comprehensive data coverage for message generation.

Micro-Segmentation: Customers with similar interests and shopping patterns were clustered into micro-segments using K-means clustering. These micro-segments were dynamically identified, enabling real-time personalization.

Personalized Message Generation: Tailored messages were generated for each micro-segment, enriched with a relevant tone of voice (e.g., festive, appreciative, urgent, humorous) and visual elements such as emojis.

Evaluation Scoring and Feedback Loop: A continuous feedback loop was implemented to collect user feedback on the messages. This feedback was used to fine-tune the AI models, ensuring ongoing improvement in message relevance and effectiveness.

Scalability and Continuous Improvement: The solution is scalable, handling fluctuating demand and ensuring high service levels even during peak times. Continuous improvement is achieved through regular evaluation scoring and model updates.

By leveraging AWS services such as Bedrock, Sagemaker, RDS PostgreSQL, ECR, and others, Getir successfully runs this AI-driven personalized messaging system in a secure and scalable cloud environment. This solution significantly enhances customer engagement, operational efficiency, and data-driven decision-making.

Benefits

Implementing the AI-driven personalized messaging solution provided Getir with several significant business benefits:

• Enhanced Customer Engagement:

  The tailored promotional messages significantly enhance customer engagement by ensuring the content is relevant and resonates with individual customer interests and shopping patterns. This personalized approach fosters a stronger connection between Getir and its customers, leading to increased satisfaction and loyalty.

• Operational Efficiency: Automating the generation and evaluation of promotional messages reduces the manual effort required, streamlining the marketing process. This efficiency allows Getir to focus on other strategic areas while ensuring that the promotional content remains relevant and effective.
• Scalability: The solution's ability to dynamically cluster customers into micro-segments and generate tailored messages on the fly allows Getir to scale its personalized marketing efforts efficiently. This scalability is crucial as Getir continues to expand its customer base and operations across multiple regions.
• Continuous Improvement: The feedback loop integrated into the solution ensures continuous improvement of the personalized messages. By collecting and analyzing user feedback, the AI models can be fine-tuned to enhance the relevance and effectiveness of future promotional content.
• Data-Driven Insights: The AI-driven approach provides valuable data insights into customer behavior and preferences. Getir can leverage these insights to optimize its marketing strategies, improve customer segmentation, and tailor its product offerings to meet evolving customer needs.
• Cost Savings: By automating a significant portion of the promotional messaging process, Getir reduces the need for extensive manual labor, resulting in substantial cost savings. These savings can be redirected to other critical business areas, driving further growth and innovation.
• Improved Customer Experience: The personalized messages delivered through the mobile app provide customers with a more engaging and relevant experience. This improved customer experience builds trust and loyalty, encouraging repeat business and enhancing Getir's brand reputation.

By leveraging the power of AWS and the expertise of NorthBay Solutions, Getir has successfully implemented an AI-based personalized messaging system that enhances customer engagement, improves operational efficiency, and provides valuable data-driven insights for continuous improvement.

AWS Services

The following is the list of core AWS Services used by Getir:

About NorthBay

Northbay is a fast-growing, 100% AWS focused onshore/offshore AWS Premier Consulting Partner, supporting our customers to accelerate the reinvention of their applications and data for a cloud native world. Our >350 AWS certified employees excel in developing and deploying database & application migrations, data lakes and analytics, ML/AI, GenAI, DevOps and application and data modernization/development that drive measurable business impact.

We hold the following competencies, specializations and programs of AWS:

• Generative AI and Machine Learning

• Data & Analytics
• DevOps
• Mobile
• Education
• Migration Competency
• MSP Partner
• Public Sector Partner
• Database Ready
• Database Freedom
• Solution Provider Partner
• Well Architected