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Bluedot > 实例探究 > How a national quick service restaurant chain uses location to drive loyalty and customer experience
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How a national quick service restaurant chain uses location to drive loyalty and customer experience

技术
  • 分析与建模 - 实时分析
  • 平台即服务 (PaaS) - 连接平台
适用行业
  • 食品与饮料
  • 零售
适用功能
  • 销售与市场营销
服务
  • 数据科学服务
  • 系统集成
挑战
Craveable Brands, the largest Australian-owned quick service restaurant operator, faced several challenges. They wanted to improve the overall customer experience and increase mobile engagement in their loyalty programs. They also aimed to measure average visit duration, time of visit, and queue time in the drive-thru line, gauge the level of customer satisfaction, increase customer frequency, remind customers of their loyalty card at the time of purchase, and determine how customers engage with competitors. To address these priorities, they needed to unlock their customers’ location (and dwell time) and create personalized journeys to increase repeat business.
关于客户
Craveable Brands is the largest Australian-owned quick service restaurant operator. The company runs over 570 restaurants across three iconic brands- Red Rooster, Oporto, and Chicken Treat. Combined, their restaurants employ over 12,500 employees and serve more than 150,000 customers a day. They’re proud of their food and passionate about providing exceptional service. The company has over 4.5 million monthly customers and has engaged 78,000 customers during the buying journey.
解决方案
Craveable Brands uses Bluedot location data, in partnership with systems integrator, Kalido and Salesforce Marketing Cloud, to identify when a customer enters and exit the restaurant. The first-party location data provided by Bluedot (20x more precise than other solutions) even distinguishes between drive-thru and walk-in customers. The location data creates the necessary context to understand their customers’ behavior. Craveable then maps the entire customer journey in Salesforce’s Journey Builder. Instead of staff needing to ask, customers are reminded via the app to present their loyalty card which increases efficiency and reduces wait time.
运营影响
  • Increased engagement and loyalty: With this granular location insight and journey mapping, Craveable uses Salesforce as the marketing automation engine to customize engagement sequences and send personalized messages (at scale).
  • Turned competitor ads into foot traffic: The Bluedot location technology also allows Craveable Brands to turn their competitors’ physical advertisements (e.g. billboards) into additional foot traffic by triggering a push notification via the app when the customer comes within a certain radius of the ad locations.
数量效益
  • 4.5M+ Monthly customers
  • 570+ Restaurants
  • 78K Customers engaged during buying journey

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