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Mobilizing the Loyalty Journey

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The path to customer loyalty will be mobilized. But cracking consumers’ limited app awareness and reuse takes a multi-pronged approach. Fazoli’s shows how it is used aggressive acquisition tactics, streamlined interface, 360-degree promotion, and data-driven segmentation to grab home screen mindshare. The results not only grew topline loyalists number but also bottom line participation and revenue.

Publicado en: Marketing
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Mobilizing the Loyalty Journey

  1. 1. 1 MOBILE APP & LOYALTY JOURNEY Jodie Conrad, CMO
  2. 2. 2 WHO IS FAZOLI’S? • Italian Premium Quick-Serve Restaurant • Founded in 1988 in Lexington, KY • 220 Company & Franchise Restaurants in 28 States • Serving Freshly-Prepared Pasta Entrées, Submarinos® Sandwiches, Salads and Pizza – and Unlimited Signature Garlic Breadsticks
  3. 3. 3 MOBILE APP/LOYALTY JOURNEY First Things First: The Right Foundation Just Do It: Engage Users & Build the Database Add Precision: Use More of the Tools in the Toolbox Keep Refining: Keep Learning. Relaunch. Repeat.
  4. 4. 4 FIRST THINGS FIRST
  5. 5. 55 THE FOUNDATION: BUY-IN • Leadership • Franchisees
  6. 6. 66 THE FOUNDATION: TECHNOLOGY • The Basics • POS • Online/Mobile Ordering • Picking a Good Partner • Integration • Even Then … Expect Speedbumps
  7. 7. 7 JUST DO IT
  8. 8. 8 AGGRESSIVE ACQUISITION OFFER
  9. 9. 9 BUILD AWARENESS • Invitation Cards • Table talkers • POS screen image • Digital POP • Door cling • Table numbers • Receipt message • Real estate sign • Breadstick Bags • Incentives • eFamily • Social media • Website • PR release • Video • Google & Facebook ads IN RESTAURANT EXTERNAL
  10. 10. 10 ENGAGE USERS WITH OFFERS Awareness/Trial of LTOs National Days Other: Business Needs, Inventory
  11. 11. 11 ADD PRECISION
  12. 12. 12 916,941 Total CRM Membership 581,710 Total Loyalty Membership Avg. eFamily Members per Rest. 1,998 Avg. Loyalty Members per Restaurant 2,708 Avg. New Member per Restaurant in December 4 eFamily 61 Loyalty Source: Punchh as of 12/31/19 CRM METRICS OVERVIEW
  13. 13. 13 SEGMENTING THE LOYALTY AUDIENCE
  14. 14. 14 Use higher value offers to drive new visits & recency of guests with higher likelihood of increasing their loyalty – and conversely, lower value offers to others SEGMENTATION GOAL
  15. 15. 15 REFINE/EXPAND SEGMENTS
  16. 16. 16 CREATE SEGMENTS BASED ON OTHER BEHAVIORS
  17. 17. 1717 KEY: THE RIGHT RESOURCES Agency Punchh Internal
  18. 18. 1818 KEY: RECOGNIZE MOST LOYAL USERS
  19. 19. 19 KEEP REFINING
  20. 20. 20 MOBILE APP RELAUNCH Objectives: • Enhance Mobile Ordering Experience • Reorder Functionality • Improved Combo/Upsell • Fewer Clicks to Order • Online Ordering Offer Redemption & Instant Point Awards • Reduce Discounting • New Acquisition Offer - Free Pepperoni Pizza Breadsticks with Purchase • New Rewards Platform Structure – Change from Points for Dollars to Points for Products (reduce discount from 10% to 7% - 7.5%)
  21. 21. CONSUMER COMMUNICATION
  22. 22. 22 INITIAL RESULTS • More than 7% of loyalty visits are coming from online/mobile ordering - previously less than 2% • Loyalty guest spend is increasing, and discount rate has seen a decline
  23. 23. 23 LOYALTY TRANSACTION DISCOUNT 18.0% 11.6% 12.0% 9.6% Fazoli's Prior to 11/22/19 Fazoli's 11/22-12/3 Fast Casual Benchmark QSR Benchmark Source: Punchh Business Review
  24. 24. 24 5.7% 4.8% 5.6% 5.7% 6.5% 6.8% 6.9% 7.9% 7.4% 8.4% 8.9% 10.9% 10.5% 10.0% 9.8% 10.0% 9.8% 10.0%10.2% 11.2%11.4%11.4% 11.8% 11.0% 11.8% 4.5% 3.7% 4.1% 3.9% 4.5% 3.7% 4.2% 4.7% 4.9% 4.9% 4.9% 5.3% 6.6% 6.7% 6.4% 6.9% 7.0% 6.8% 6.9% 7.2% 7.3% 7.3% 7.4% 7.1% 8.6% Company Franchise Through 1/14/20 Source: Punchh % of Transactions LOYALTY PARTICIPATION RATE QSR/Fast Casual Benchmark = 10%
  25. 25. 25
  26. 26. 26 THANK YOU! 71

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