Case Study: Black Friday FM achieves 10% jump in app engagement with CleverTap

Holiday Deals App Black Friday Achieves 10% Jump in Engagement with Advanced User Segmentation

Black Friday FM, a holiday-deals app that aggregates discounts and ads from over 200 major merchants for more than 11 million users, helps shoppers browse by category, store, and create shopping lists. During the critical Thanksgiving/Black Friday season the team’s priority was to increase time spent in-app and the number of coupons users saved, which required highly personalized, perfectly timed notifications based on in-app browsing—at scale across 11 million+ users.

Using CleverTap, Black Friday FM implemented automated RFM-driven segmentation and built rich user profiles to target users by browsing history and their peak active times, sending real-time push notifications triggered by user actions. The approach enabled precise, timely offers at scale and delivered a measurable 10% jump in app engagement while improving time-in-app and coupon-save rates.

Black Friday FM