PW Photo: B Jones MD Asia Pacific at Manila Conference - Since not all brands and their customers are the same, what works for one QSR may not work for another. There are five key elements which feature consistently among the most successful campaigns that make digital offers convert time and again.
The increased prevalence of mobile phones, quick-serve C-stores and CPG brands are perfectly poised to attract customers who are in the market for quick service with convenient buying methods. The best QSR apps provide: Easy onboarding and account creation; Clean, simple UI; Visually appealing product promotion; Rewards status updates and redemption; Mobile ordering and payment.
Offers that speak directly to their previous purchases and buying habits, drive consumers in-store. Digital offers provide a unique opportunity to target buyers with personalized content that features their favorite CPG products. Consumers can be reached at the exact time and location, with the help of geolocation capabilities.
Shoppers still use other channels, especially to connect with brands, even though smartphones continue to reign supreme as consumers’ preferred device, shoppers still use other channels—especially to connect with brands. Promotional messages on multiple channels can be reinforced to not only build awareness of campaigns, but to remind customers to stop in. For on-site promotion, push notifications and in-app messages work well; however, email is a great way to inform, while social media can help connect with customers on a more personal level.
Although 61% of loyal customers go out of their way to buy from the brands they love, as per research, 60% will make more frequent purchases. A loyalty program is not only a great way to provide deserving customers with greater value, it keeps them close over time so their affinity can grow. However, their loyalty must be honored with frequent rewards to keep them engaged. A decision to visit a convenience store brand is influenced by loyalty rewards, said eighty-eight percent of fuel customers.
For digital offers to convert, it has to be made easy for customers to redeem them. As customers often purchase more when they order ahead, mobile ordering is becoming one of the most popular and convenient ways for QSRs to increase their revenue. Accounting for more than 10% of total QSR industry sales will be ordering ahead, by 2020, which will drive $38 billion at fast casual or QSRs in the US. PWKD02052019
Special Note P97 presented at the recent PW Asia Fuel Retail Conference in Manila and was headline supporter for this unique event.
