Exhibit 2.1
Revenue lever
A national quick-service chain
Loyalty offers chosen by who they will move, at less discount
Offers were broad-based rather than tuned to a member’s lifecycle or to how they visited, so national offers did not always produce the best local outcome. First-party transactions and loyalty data were combined with public, aggregated spend signals to find where a targeted incentive would convert best, with eligibility kept consistent across the app, mobile order-ahead and the store, and clean A/B tests with guardrails so that promotional spend went down while loyalty growth and repeat visits went up.
Scope of work
- Lifecycle segments and propensities: new, routine and lapsing members, scored for conversion, frequency, basket lift and offer fatigue.
- Offer selection with caps: the incentive, its depth and its timing, with margin and frequency caps enforced.
- Spend reallocation: promotional spend moved toward the cohorts and offers that performed best.
Key figures
- +14%loyalty sign-ups where offers were targeted, by daypart and market
- +11%repeat visits from active members on tuned offers
- −8%discount spent for each incremental visit
Reported by the client.
Case study: The QSR loyalty rewards case