Details
- Core diagnosis: Ecosystem breadth ≠ visit frequency. Tata Neu is a catalogue useful once you know what to buy, but has no daily hook
- Case 1 (Trust wedge): Neu Circles + Essentials - private social discovery where friend recommendations become reusable shopping lists across brands
- Case 2 (Habit engine): Campus Drops + Weekly Challenges - relevant time-bound offers with light daily steps (never requiring purchase)
- Primary metric: WESU (Weekly Engaged Student Users) - filtering WAU for meaningful actions, not passive notification clicks
- Target: +15% student WAU by week 8 vs matched control, with engaged students averaging 2-3 meaningful visits/week
- Why Tata Neu wins: Shared rewards currency (NeuCoins) and connected brand portfolio enable cross-category lists/circles/drops that single-brand apps cannot match