Client Overview
Careem, a pioneering platform in the Middle East’s ride-hailing economy, has expanded its services to become the region’s first super app, offering transportation, delivery, and financial services. To strengthen its ecosystem, Careem launched “Careem Pay”—a seamless payment solution designed to enhance both user and merchant experiences.
Objective
Diverse Market Dynamics: Engaging SMEs across various industries with differing needs and levels of digital maturity.
Competitive Landscape: Competing against well-established payment providers with significant market presence.
Customer Journey Complexity: Creating an efficient funnel from awareness to conversion, with clear value propositions at each stage.
97%
Successful Rate
We never settle for “good enough” when we know we can do better.
4+
Years in the Market
We know the value of well-earned respect and constructive feedback.
100+
Business
“SLAU understands our products and delivers innovative marketing solutions across SEO and performance marketing.”
Grace Wei
CEO & Cofounder – Sensi Studios
Strategy Implementation
Persona Development: Developed detailed customer personas within the SME sector, focusing on key industries such as e-commerce, food, and retail. These personas highlighted characteristics, pain points, and decision-making processes.
Results
The strategic approach led to significant outcomes:
- Increased Merchant Engagement: Boosted lead acquisition by 35% within the first quarter.
- Higher Conversion Rates: Enhanced checkout processes improved by 25%, leading to a noticeable increase in completed transactions.
- Enhanced Trust and Adoption: Positive merchant testimonials and Careem’s brand credibility fostered widespread trust and rapid onboarding.
Key Learnings
- Tailored Content Works: Industry-specific content and real-life success stories resonated strongly with SMEs.
- Simplified Onboarding: Providing a frictionless merchant onboarding process was pivotal in driving early adoption.
- Continuous Optimization: Regular performance assessments and iterative improvements to the marketing funnel ensured sustained growth.
Conclusion
Careem’s strategic marketing plan for “Careem Pay” demonstrated the importance of a holistic, multi-channel approach to penetrate competitive markets. Through targeted content, strategic partnerships, and relentless optimization, Careem solidified its position as a trusted partner for SMEs, driving the adoption of digital payment solutions across the region.
“From the start, our goal has been to help entrepreneurs and brands make a real impact in their industry. We’re committed to building and delivering products and services that truly benefit people, making the world better for everyone—including ourselves.”
Lenna Emmer
Marketing Consultant Expert
