Transforming Guest Engagement through Customer Data Activation
An established QSR was on a mission to grow digital sales beyond 50% while developing deep relationships with their guests, inspiring them to visit more frequently.
By seamlessly integrating CRM, loyalty strategy, and digital strategies, we were able to meaningfully activate customer data to boost digital sales as well as guest retention and frequency, while successfully bridging the gap between digital and physical experiences.
Our collaboration helped our client capitalize on fan favorite menu items to drive new visits and re-engage lapsed customers, ultimately leading to impressive growth in their market share.
- Customer Activation & CRM Strategy
- Data Strategy & Governance
- Digital Experience Optimization
- Marketing Performance Optimization
- Audience Strategy & Research
- Personalization Strategy
By The Numbers
- 8 Figureannual increase in incremental revenue
- 6%quarterly lift in audience opt-ins
Business Issue
An established QSR with an impressive market share sought to enhance their digital sales beyond 50% while building deeper relationships with their guests. They were experiencing an 80% drop-off rate among returning guests between their initial purchase and the following month. This revealed a significant opportunity to improve guest retention and visit frequency.
Their core challenge was consolidating siloed customer data to enable personalized engagement and real-time marketing, all amid intensifying competition in the fast-food space. Within their CRM, a vast collection of micro-segments proved difficult to activate, resulting in inconsistent messaging and limited visibility into customer engagement impact.
To address this, they needed a unified approach that integrated CRM, loyalty, and digital strategy – one capable of influencing guest dining decisions while delivering a seamless experience true to their brand identity.
Ultimately, the goal was to harness the power of customer data to drive strategic growth and unlock new revenue opportunities.
Solution
We helped our client redefine their CRM strategy and measure the impact of their marketing efforts. Our approach emphasized personalized communications through behavioral segmentation and order purchase history. Leveraging platforms including Braze, Snowflake, and Amplitude, we developed a new data-led attribution model that integrated customer data. This approach informed the development of three key audiences, ensuring that the right messaging reached the right audience at the right time.
We established new reporting that tied the impact of CRM efforts directly to incremental revenue so the client could make appropriate investments moving forward.
By fostering collaboration across product, CRM, loyalty, and marketing teams, we established a cohesive digital communications strategy that broke down silos and empowered the fast-food brand to identify and engage the right audiences effectively.
This was achieved through seamless, end-to-end personalized experiences that met customers wherever they interacted – digitally or on-prem – supported by scalable, real-time journeys, A/B testing for continuous optimization, and loyalty-driven incentives.
Outcomes
Incremental revenue reporting showed an 8-figure annual incremental revenue increase and a 6% quarterly lift that is directly attributable to our CRM campaign activities. Our data-driven approach successfully mitigated the high drop-off percentage, converting first-time guests into repeat customers. The new, streamlined CRM and loyalty strategy significantly enhanced guest satisfaction and brand perception, increasing guest visit frequency. We saw performance improvements across all three key audiences.
Improved segmentation allowed the QSR chain to harness real-time personalization that improved operational efficiencies and ROI. This led to not only quantitative growth but also qualitative improvements in the customer journey.
The CRM improvements support real-time personalization across the tech stack as well as a scalable digital strategy. The campaign’s success highlights the value of data in driving guest engagement, brand loyalty, and ROI. Unlocking the power of customer data will continue to drive greater market share and deeper guest connections in a competitive landscape.
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