Customer experience analysis
Burger King's delivery option has developed a base of loyal customers. However, growth eventually plateaued. We were asked with creating and defining a strategy that would reactivate and engaged BK's online delivery activity.
Improve the 'Combo' category: A user orders bundled products rather than individual items, increasing their average order value.
Strategize an acquisition action plan — implement the gift mechanics to influence the first purchase.
Activate churned customers through direct marketing instruments.
We used DV360, Facebook and Instagram with optimization for cost per install
We used DV360 with optimization on purchasing action inside the app
Narrowly targeted strategy brought 30% increase in the online orders with no additional costs. Same traffic and budget, but a different targeting approach was the key to success.
Combo category — growth by 75% in orders and AVC;
Growth by 30% in choosing coefficient.
AVC with the promo mechanics got 11% more than average orders from the web.