Customer Insights Drive Increased Sales for National Quick-Serve Restaurant

This national quick-serve restaurant chain needed a more effective customer database solution to warehouse all customer transactional and demographic data, providing a central data platform that could inform and influence marketing strategies. Additional critical goals included increasing spend per transaction, driving incremental online orders via their Online Rewards program and using custom segmentation models to put the right offer in the hands of the right customer.

We created a custom IMPACT 360 Customer Engagement Platform based on their customer transactional data enhanced with our AmeriLINK® consumer marketing data. The resulting rich client data asset served as the foundation for providing the highly-targeted audiences needed for eCRM and loyalty communications. We also provided the client with a robust reporting dashboard via Qlikview that became the backbone of their corporate reporting and planning.

As a result, the new marketing platform and rich data-driven customer profiles have migrated them away from a “one size fits all” strategy for loyalty offers to a targeted, insight-driven offer and creative approach. We also implemented a look-alike model for prospecting via digital display and are implementing our Zipline digital solution to drive their online presence.

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