CHALLLENGE

The mymaccas program was at relatively early stages of development. It had 2 million members but low usage and engagement. Our goal was to put mobile ordering at the core of the McDonalds offering, to help build customer intelligence, increased loyalty and incremental spend. We faced two key challenges:

• High number of users acquired from promotions like Monopoly who had low ongoing usage

• Customers had ingrained behaviour, preferring to buy at counter, not on app

SOLUTION:

We took a strategic approach:

• Driving new app users: We used campaign led promotions to acquire and activate new members. We used email, push, sms, and in-app messaging, on campaigns like Monopoly, 30 deals in 30 days to create a purchasing behaviour on app.

• Activating low usage members: We created automated journeys segmenting audiences, messaging and offers to activate low usage members who had just signed up

• Driving incremental transaction via personalised always on offers: We conducted deep data analysis to understand purchasing behaviour, usage occasions and need to be satisfied. We ran multivariate tests to offer most relevant menu item per customer via always on email and push messaging

• Recommended the use of ATL and digital messaging to drive awareness and app usage to build scale

RESULTS:

• Database growth + 158% YOY

• Sales increased by 41%

Digital strategy | Data segmentation | Text Platform build & deploy