Distribution, luxury goods and CPG
ACTIVITY
The customer is one of France’s leading fast-food chains with more than 800 outlets.
The project at a glance:
The customer wants to implement a customer loyalty strategy. The project’s aims are to digitize and optimize retail processes by rolling out digital applications and exploiting customer data.
PROJECT OBJECTIVES
Improve the customer experience in outlets:
- Digitize retail processes for more efficient outlet operations: increase hourly footfall and average spend.
- Encourage customers to order online, and compare the performance of in-outlet terminals and the order-to-table app.
Build customer loyalty:
- Collect and consolidate customer data to learn more about purchasing habits.
- Improve product listings for in-depth analysis.
- Optimize promotional systems to boost average spend and process more customer transactions per hour.
Develop an app with a built-in loyalty card:
- Roll out targeted promotional campaigns.
- Collect qualified customer data
WORK PERFORMED
Scoping and analysis:
- Analyzed the customer’s stated requirement (“follow the digital customer experience model adopted by market leaders”) to turn this into actionable strategic priorities
- Documented relevant business and IT resources and contexts
- Carried out market research and benchmarked competitor approaches and order-to-table best practices
Customer experience:
- Reviewed and precisely mapped the target experiences for customers (in outlets) and employees (at headquarters)
- Identified data requirements and defined processes required for an efficient and effective digital ecosystem
Customer experience digitization strategy:
- Prepared iterative deployment scenarios for the digitization strategy, ensuring a gradual, seamless transition
- Helped the customer select best-in-class technology solutions
BENEFITS
- Better understanding of customer and employee expectations, ensuring consistency between corporate goals and market needs: 15% increase in average spend among loyal customers
- Familiarization with direct customer interaction
- Detailed, comprehensive overview of corporate priorities, guiding informed decision-making
