3 strategic partnerships to improve user retention

by Harry Maxwell, on August 16, 2021


Looking for ways to keep users coming back to your service? Check out these ideas for potential partnerships!

80% of people that install a micromobility app will have deleted it by the end of the following day, and less than 10% of users return to the app after a week of use.

This drop-off gives marketing and operations teams a real headache, forcing them to constantly come up with new ways to boost user retention. One of these ways is, of course, creating strategic partnerships.

There are 3 key categories for improving visibility and repeat trips:

  1. Partnerships with other operators
  2. Partnerships with route-planning apps
  3. Partnerships with travel card providers

Let’s jump right in.

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Partnerships with other operators

Partnerships with other operators - ones that aren’t directly competitive with you - are a great way to boost user retention.

If fleet diversification or going multi-modal isn’t a viable option for the moment, teaming up with an operator that operates a vehicle that you don’t, will help you both keep users on your platforms and increase rides.

A good example of this is Cityscoot and Uber (pardon our French 🇫🇷).

Uber made Cityscoot mopeds available on their platform. If a user couldn’t hail a ride, the option was there to pick up a Cityscoot. In the long term, Uber users will keep coming back to their platform knowing that that option is there for them.

Cityscoot x Uber

Uber benefits from users returning to their app more frequently, knowing that they now provide a wider offering.

On the other hand, Cityscoot benefits from increased ridership (and retention when one of their existing users would be considering an Uber instead) and visibility on one of the most used apps in the world.

Partnerships with route-planning apps

This is a no-brainer - you’re almost certainly integrated with apps such as Citymapper already. However, you must always be on the look-out for new opportunities.

For example, TIER have partnered with Google Maps to make it easier for users in big European cities to access its micromobility options - something that Lime did in 2019. Companies like Voi and Spin and a plethora of others have followed suit as Google sets its sights on becoming the ultimate route-planning app.

Rivalling Google, FREE NOW is another company looking to make their platform the central place for multi-modal urban journeys. Perhaps an integration onto their platform will facilitate user acquisition and retention.    

You can operate customised Zoov electric bikes as part of your fleet too.

On a local level, integrating with the local apps gives you more visibility whilst simultaneously making it easier for users to plan journeys that mix public and private transport. Users benefit from a complete service, and what operator doesn’t want to improve harmony with existing city transport infrastructure and develop new links?

Partnerships with travel card providers

These companies are changing the way that commuters perceive micromobility. If they can access all mobility services in a city  - public and private - through one card, users will begin to see scooters, bikes and mopeds as an extension of existing transport networks, and start including them more regularly in their commutes.

Consider working with these providers to establish preferential rates or offers for their cardholders. Think about what offers would set you apart from your competitors. What offers would change transport habits and convert occasional users to regular users?

Some examples of companies to explore:

Betterway 🇫🇷 - read more about them here

Citymapper 🇬🇧

Shuttel  🇳🇱

Worklife 🇫🇷

Looking for more ways to boost user retention? This is just 1 of the 9 strategies we have for you in this 23-page user retention guide for operators!

Get your copy here!