‘BONUS MENU’ CASE STUDY
CUSTOMER
Unilever Food Solutions (UFS) is a professional B2B subsidiary of Unilever
1.
UFS Offer
Food ingredients for professional kitchen (sauces, bouillons, spices in bulk formats), a business model to run a kitchen efficiently.
2.
Brands
3.
Main customers
Restaurants, canteens, cafes
4.
Target Audience
Chefs, purchasing managers, business owners
5.
Project’s geography
Russia, Ukraine
GOALS
Main objective: to increase revenue through customer retention and LTV growth
To ensure a healthy margin by replacing a flat, discounts’ driven business model with a value adding offer
To enrich and grow an existing database. To turn a 'generic' marketing communication into an efficient 1-to-1 relationship.
To influence the KPIs: churn rate, an average order value and a frequency of orders.
KEY CHALLENGES
A hard to engage audience
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Chefs don’t want to be dependent on specific brands in their kitchen
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Purchasing professionals typically focus on discounts only
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Business owners are too busy to pay attention to brand messages
Traditional marketing efforts are not efficient
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Limited information about actual decision makers
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High price of serving remote restaurants
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Offers are often irrelevant to the target
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Limited salesforce leads to limited direct contact and reach
Other factors affecting brand
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The local legislation prohibits accumulation of Personal Data by unauthorized operator, including paper application forms
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Discounts harm brand’s reputation and P&L in a long term
SOLUTION
Are you on a mission to build a Loyalty Program for eCommerce?
Get in touch so we can start working together.
A POINTS & DISCOUNTS
LOYALTY PROGRAM
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PROJECT SCOPE
BUSINESS CASE
CUSTOMER CARE
FRAUD PREVENTION
CONCEPT DESIGN
PARTICIPANTS ACTIVATION
REWARDS
TECHNOLOGY
OMNI-CHANNEL OPTIMIZATION
PROGRAM MECHANICS
PURCHASE
UNIQUE CODE
REGISTRATION
POINTS
COLLECTION
POINTS
REDEMPTION
REWARDS
DELIVERY
ADDITIONAL PROGRAM SUPPORT
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Service alerts(points’ balance update after a code registration)
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Gamification mechanics running and alerts (achievements, badges, goals)
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Customer care (3 levels)
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Moderation and fraud prevention activities (digital, manual)
Real-Time Updates and Monitoring
Communication Opportunities and Execution
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Points’ balance status (sms, email)
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Available rewards update (sms, email)
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Personalized special offers from the brand: products, seminars, trainings (sms,
emails, voice calls)
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Feedback collection (products, services, business model (sms, emails, voice calls)
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Rewards management process (verification, fraud identification, rewards delivery)
Bi-Annual Optimizations Against Customer and Client Feedback
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Surveys (customer satisfaction, NPS)
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KPI analysis (reports to the UFS headquarter)
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Program mechanics updates (technology, strategy, processes)
RESULTS
1. The program became a platform for a direct ‘live’ communication between Unilever Food Solutions and B2B clients with evident business value:
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Increased an average check (+41% vs YA)
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Increased number of B2B customers (+8000 individuals)
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Expansion of products consumed (+25% vs YA)
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Churn rate decreased (n/d)
2. Loyalty Program partly replaced existing discounts’ model resulting in substantial improving of marketing contribution and overall ROI (confidential).
3. After 3 years of work, ‘Bonus Menu’ Loyalty Program has become a second best Loyalty Program solution for B2B segment (Silver Mercury contest).
Are you on a mission to build a Loyalty Program for eCommerce?
Get in touch so we can start working together.