47ebb59034077d1bc126a71384939482651c4ca8-1920x1080.jpg
Unilever-logo.png

‘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

1623839266.jpg
Calv---halkla-ili--kiler-ajansini-secti_1401190571.jpg
knorr-logo.jpg

3.

Main customers

Hellmanns-Logo.jpg

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

  • Chefs don’t want to be dependent on specific brands in their kitchen

  • Purchasing professionals typically focus on discounts only

  • Business owners are too busy to pay attention to brand messages

Traditional marketing efforts are not efficient

  • Limited information about actual decision makers

  • High price of serving remote restaurants

  • Offers are often irrelevant to the target

  • Limited salesforce leads to limited direct contact and reach

Other factors affecting brand

  • The local legislation prohibits accumulation of Personal Data by unauthorized operator, including paper application forms​

  • 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.

  • Facebook
  • Instagram
Thanks for your request! We will get in touch with you soon!

 

A POINTS & DISCOUNTS
 

LOYALTY PROGRAM
Powered by LOYALME technology platform

PROJECT SCOPE

BUSINESS CASE

CUSTOMER CARE

PARTICIPANTS ACTIVATION

TECHNOLOGY

FRAUD PREVENTION

CONCEPT DESIGN

REWARDS

OMNI-CHANNEL OPTIMIZATION

PROGRAM MECHANICS

PURCHASE

UNIQUE CODE
REGISTRATION

POINTS
COLLECTION

POINTS
REDEMPTION

REWARDS
DELIVERY

ADDITIONAL PROGRAM SUPPORT

  • ​Service alerts(points’ balance update after a code registration)

  • Gamification mechanics running and alerts (achievements, badges, goals)

  • Customer care (3 levels)

  • Moderation and fraud prevention activities (digital, manual)

Real-Time Updates and Monitoring

Communication Opportunities and Execution

  • Points’ balance status (sms, email)

  • Available rewards update (sms, email)

  • Personalized special offers from the brand: products, seminars, trainings (sms,

       emails, voice calls)

  • Feedback collection (products, services, business model (sms, emails, voice calls)

  • Rewards management process (verification, fraud identification, rewards delivery)

Bi-Annual Optimizations Against Customer and Client Feedback

  • Surveys (customer satisfaction, NPS)

  • KPI analysis (reports to the UFS headquarter)

  • Program mechanics updates (technology, strategy, processes)

RESULTS

b8cfe686051921.5d8dcb1442a05.jpg

1. The program became a platform for a direct ‘live’ communication between Unilever Food Solutions and B2B clients with evident business value:

  • Increased an average check (+41% vs YA)

  • Increased number of B2B customers (+8000 individuals)

  • Expansion of products consumed (+25% vs YA)

  • 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.

  • Facebook
  • Instagram
Thanks for your request! We will get in touch with you soon!