Client: Just Eat
Type of project: Customer Base Activation
Tools: Customer Data Platform
Goals: #DatabaseEnrichment #Cross-selling #Up-selling
Just Eat is the leading food order and delivery app at national and global level. Despite tough competition due to the increasing number of food delivery services, Just Eat’s network of partner restaurants is widespread all over Italy.
Just Eat would like to test the responsiveness of its data base to better understand how a loyalty marketing strategy can impact sales, data collection on consumer behavior and the relationship between the brand and the consumers.
Ordina e vinci is a Customer Base Activation program that targeted users from Milan, undoubtedly the Italian capital of delivery food. The responsiveness of the database was tested by sending specific clusters – identified in terms of purchase and behavior patterns – targeted communications. Over the campaign, each cluster received different inputs with the aim of influencing the behavior of the users in that cluster.
More specifically, missions were intended to boost up-selling and cross-selling and to build a meaningful relationship between the users and the brand with the ultimate goal of adding data on consumer behavior to the already existing database.
The campaign featured A/B testing experiments and provided insights on the responsiveness of the users involved and it showed how much business increased over the previous year. Ordina e vinci redemption rate was so good that the costs of the campaign were totally covered by the up-selling results.