In December, the international pizza chain, a partner of Retail Rocket Group, updat its loyalty program. As a result, it was possible to increase the average check of a program participant by 32% and ruce the number of bonuses spent by 24%, which had a positive effect on the business’s marginality. We tell you the details in the article.
About the partner
The brand is under NDA, so we will limit ourselves to general information. This is an international pizzeria chain, one of the three world leaders in pizza production and delivery. There are more than 6,500 restaurants of the chain in 46 countries. Over 200 restaurants have been open in Russia and the CIS for more than 21 years of operation.
More than 20 restaurants from one partner
The first to reach 70% of online orders
In 2020, we enter the Far East market
Why did you update the loyalty program?
The company decid to update the loyalty program to make its logic more transparent and attractive to customers. We want to change the approach to forming personal promotions, make the first purchases for the “newbie” segment more accessible and attractive, improve retention indicators and other business metrics.
Results for six months of the updat loyalty program
The loyalty program was updat in December 2023. By May 2024, the company achiev the following results:
Increas the average check for loyalty program participants by 32%, and for anonymous buyers by 28%.
Ruc the number of bonuses spent by 24%, which had a positive impact on marginality.
The total number of transactions increas by 9,700 month-on-month.
We connect 34% of the total number of franchisees to the loyalty program.
We have form a trend towards rucing the overall percentage of customer discounts.
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How the trigger communications map was updat
Previously, the company maintain communication with the client for 90 days after the first purchase using a welcome chain, reactivation and transactional letters. In the new loyalty program, 5 scenarios were add to the buy maconia whatsApp number data 5 million communication chain, which made customer management almost endless. This approach to communication allows you to save the budget for re-attracting the client and grow LTV.
Each trigger is set up by the franchisee independently in the Retail Rocket Group loyalty management platform according to detail instructions from the management company.
Scenario: Product Newsletters
The mechanics are us to automatically send letters to customers about the product and brand from the moment they register on mobile number list the company’s website or application. Sending is done using triggers.
Once set up, the mechanics allow you to automatically maintain communication with the client through regular email newsletters to franchise partners.
How to Increase Average Bill by 32% with 5 Triggers: Case Study of an International Pizza Chain
Scenario: Happy Days
The mechanics are design to automatically accrue additional bonuses to customers on specially select days. It ensures a higher level of audience engagement and loyalty due to advantageous offers in limit time periods.
Franchisees use this mechanic to warm up any low sales day and motivate the customer to make another purchase in the near future.
Scenario: Abandon Cart
The mechanics are activat when the customer adds products to the cart and leaves the site or application. After 15 minutes, information about their actions is transferr to the Retail Rocket Group loyalty management platform, which automatically initiates sending a trigger mailing with a promo code. This helps motivate the customer to complete the purchase so that they do not go to a competitor.
How to Increase Average Bill by 32% with 5 Triggers: Case Study of an International Pizza Chain
Scenario: Auto-segmentation of sleeping people
The mechanics allow automatic classification of clients bas on the time elaps since their last order. At the same time, franchisees can independently set up automatic segmentation taking into account the client experience specifically in their situation.
For example, in city
A, clients are consider to be asleep after 2 weeks of inactivity, and in city B – after 4.
The mechanics of auto-segmentation of those who have fallen asleep facilitates identification and interaction with those who have stopp actively using the company’s services.
During the setup process, franchisees can optionally include a trigger email campaign specifically design for one of the segments of “sleeping” customers to encourage them to return and make repeat purchases.
How to Increase Average Bill by 32% with 5 Triggers: Case Study of an International Pizza Chain
Scenario: Birthday
The mechanics are design to automatically send personaliz greetings and special bonuses to customers on their birthday. This scenario allows you to strengthen the connection with the audience, creating a positive experience of interaction and increasing brand loyalty.
Franchisees use this mechanic to increase customer engagement and encourage repeat purchases.
How to Increase Average Bill by 32% with 5 Triggers: Case Study of an International Pizza Chain
Plans for the future
In the near future it is plann:
Make communication with the client omnichannel
A person comes to a restaurant, buys in a mobile application, on a website. Everywhere he wants to receive points, accumulate them and earn bonuses for inviting friends. The desire for omnichannel interaction will make the client’s CJM seamless.
Integrate all franchise partners. The immiate plans include connecting all partner restaurants to the loyalty program so that regardless of their location, the client can get an identical experience when visiting the restaurant, and the front-line staff can provide personaliz service.
Implement gamification. Integration of proven game mechanics will increase customer engagement and LTV. The concept of gamification itself is still under discussion. Personalize interaction with the client. Ensure that individual offers that take into account customer preferences are us in the overwhelming majority of communications.
