Industries Restaurants

COMBINING DATA, TECH, PROGRAMS, CHANNELS, AND CONTENT TO CREATE EXPERIENCES: Restaurant success doesn’t happen overnight. Working to ensure CX and loyalty strategies that capitalize on data to align national and local experiences through email marketing is what helps to fill tables and drive orders.

Ansira worked with one fast-casual restaurant to design and implement a multi-pronged solution that would drive an aggressive goal of revenue generation from known customers. Through top-down and bottom-up scenario planning and analysis, the team worked with the client to implement a modular design system that responds to a customer’s experience, lifecycle, and behavior. Hundreds of hours of research and data analysis across customer insights, experience research, and industry intelligence served as the foundation of the go-forward experience design, which was rooted in prioritized journey mapping, new personas, menu clusters, and a selection of a new multi-channel campaign management platform.

Email marketing was a huge executional component of helping this client to achieve their stated goals. Each email deployed had thousands of variations upon open, resulting in a highly personalized experience with interactive creative elements pushing to the edge of the inbox.

LOYALTY PROGRAM DESIGN AND DEVELOPMENT: Keeping customers happy in the franchising business requires the coordination of many moving parts across retail, e-Commerce, delivery, and catering. At the center often lies a customer loyalty program. After working with a client for a number of years on their eCRM and email programs to create both short and long-term revenue opportunities, the team was asked to help the client chart their next customer experience evolution.

Through a research and design process, Ansira was able to identify the key emotional factors and financial opportunities necessary to ground a loyalty program design recommendation. Three different program structures, including the pros and cons of each, were presented. Once a program construct was selected, the team at Ansira developed a final program design recommendation, presented the functional program structure (in this case, a points-based loyalty program construct), the funding model to support the program, and a technology recommendation for integrating and managing the program on a go-forward basis. Functional design and program implementation followed as a collaboration between the Ansira and client teams operating at the brand level.

ROBUST SYSTEM ARCHITECTURE TO MANAGE AND STORE ALL CUSTOMER DATA: A common theme within the fast-casual restaurant industry is discount programs. These types of programs are often outdated and more often, a big black box. Analytics and program insights are often basic and generic.

Ansira worked with a long-standing client to develop key metrics and data logic to deliver unique rewards to café guests. Reward algorithms based on propensity models and updated customer journey maps helped bring into focus customer decision motivators. The goal of growing customer engagement and conversion with reward programs has an inherent risk of significantly increasing costs. To mitigate this challenge, Ansira worked to develop and implement member orchestration that was “always-on.” This was accomplished through implementation of a segmentation and content decision engine and continuous program evolution, which resulted in personalized offers, optionality, experience integrations, and new subscription program launches.

USING TARGETING STRATEGIES AND CROSS-CHANNEL ACTIVATION TO DRIVE REVENUE: The necessity of curbside pickup and contactless delivery over the past few years required many restaurant operators to quickly pivot and implement new programs and technologies to meet consumer expectations.

Ansira worked with a client that was accustomed to catering sit-down dinners to revamp their strategies and communication tactics, helping them retain customers and modernize their approach to customer engagement. New targeting strategies to reach engaged and non-engaged customers wer deployed across email, social advertising, and through native mobile app push notifications. Coordination of these cross-channel, performance media tactics led to incremental revenue and full bellies.