The Problem 

A leading food delivery platform saw that 53% of their new courier supply would churn during their first month on the platform. 

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While top-of-funnel marketing and new courier incentives generated thousands of first deliveries each month, the sharp drop-off in productivity during month one drastically reduced the LTV of a new courier and made it challenging to maintain supply levels in critical markets. 

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The Solution 

The company partnered with GetScale to implement an early lifecycle engagement campaign aimed at increasing the retention of new couriers on the platform. 

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GetScale’s trained agents helped new couriers “cut the learning curve” through proactive outreach designed to both motivate them to reach their personal goals and to ensure they had a firm grasp of the platform and app. 

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An A/B test was used to measure the incremental impact of the campaign, comparing the percentage of couriers active after one month in the “GetScale treatment group” against the “non GetScale control group”. 

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The Results 

+29% increase in first month retention among couriers who received proactive outreach from GetScale. 

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+23,000 incremental high LTV couriers continuing to make deliveries on the platform after their first month. 

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Qualitative insights into early churn shared directly with the product team to improve onboarding and in-app experience. 

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Based on these results, the company has expanded this campaign across all “non-waitlist” markets where they are actively onboarding new couriers. 

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