Put connected data on the menu - to deliver an outstanding guest experience Solution Guide - Reltio
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Solution Guide Put connected data on the menu to deliver an outstanding guest experience
Introduction
Your quick serve-restaurant (QSR) guests can be loyal fans or they can take to social
media and make things uncomfortable. New types of analytics technology can deliver
insights that help you offer better guest experiences, streamline internal processes,
and more. But, to unlock these insights, you need real-time access to unified and
connected data.
This guide tells the story of a fictional QSR, “Super Heroes” that is using Reltio’s
Connected Data Platform on the AWS cloud to delight guests, grow business, and
excel in new markets.
From Super Heroes
to Gyros
Super Heroes uses fresh-cut meat SUPER
sourced from local farms and bread
made at nearby bakeries to craft their
HEROES
popular sandwiches. Founded 30 years
ago in Poughkeepsie, NY, word of its
fresh sandwiches spread quickly and
it soon expanded into other markets.
When farm-to-table caught on around
the world, Super Heroes saw the
Athens
potential for offering franchises. Soon
there were franchisees in Canada, the New York
UK, and Europe.
After increasing its customer base by
opening stores outside the U.S., Super
Heroes set its sights on attracting a
new generation of guests. These guests
expect fast, personalized experiences
online and face-to-face, and want to be
rewarded for their loyalty. The first order
of business was to create a mobile app
that helped increase sales by 28%* in its
first year.Growing pains
Thrilled by the success of the mobile
app, Super Heroes set up a “Superhero
Customer” loyalty plan to reward repeat SUPER
HEROES
guests, along with gift cards that could
connect with the guest’s loyalty profile.
But these efforts did not deliver the
desired results. The experience was
SUPERHERO
inconsistent and Super Heroes stopped
attracting guests but didn’t know why.
CUSTOMER
It continued to run campaigns but
could not measure their effectiveness.
Franchises were not happy with the costs
LOYALTY POINTS 73
they were incurring for these services
from corporate.
Then, an incident with duplicate emails
ORDER
and an improperly targeted offer put
Super Heroes in the public eye. A reward
earned by anyone in the Superhero
REDEEM GIFT CARD
Customer program who tried a gyro
version of their favorite sandwich in
Athens triggered a chain of emails ACCOUNT
about gift cards in Greek to all guests.
Thousands of guests complained
to customer service. However, their STORE LOCATOR
complaints landed in a data bucket
that did not link with other data sources,
and Super Heroes remained unaware of HELP
the situation.
Angry guests went on social media.
A popular infotainment website ran
a headline that went viral saying,
“Superhero Customer Loyalty? It’s All
Greek to Me.” The revenue report from
Super Heroes for that quarter dropped
2%*, it lost guests, and its reputation
suffered. Super Heroes had a major
data problem.Holding out for a data hero
At the core of these issues was a vast conglomeration of data. All of it was scattered
across disparate and often siloed databases. Super Heroes needed a single source of
truth for its data in real-time. Super Heroes had enthusiastically embraced data and
analytics but was having difficulty translating the investment into business impact.
DATA SOURCES
SUPER
HEROES
Order History
SUPERHERO Point-of-Sale
Satisfaction CUSTOMER Locations
Online Guest LOYALTY POINTS 73 Customer Profile
Contact Center
(Delivered byAmazon Connect) Consent
ORDER Management
Ordering REDEEM GIFT CARD
Wait Times Delivery
ACCOUNT
Contactless STORE LOCATOR Menu
Ordering
HELP
Super Heroes runs most of its applications on Amazon Web Services (AWS), using the
breadth and depth of the AWS cloud to innovate at speed and operate at scale. One
of the criteria for solving its data challenge was support for AWS. Reltio’s Connected
Data Platform was the most tempting of all the solutions considered because of its
proven record of addressing use cases and pain points specific to the QSR industry.
The fact that Reltio’s solution was built on AWS sealed the deal.Supersize personalization Super results with analytics
supported by Reltio*:
and market targeting $ 25% increase in revenue
and 5% increase in
By connecting all its data sources with Reltio guest retention driven
Enterprise 360, Super Heroes now has a single view by personalization and
of its guests. As a result, Super Heroes turned the improved guest support.
loyalty program around, restored its good name,
and increased revenue by 15%* the next quarter. 5X faster growth with easier
expansion into new markets.
Duplicate emails dropped by 76% and the accuracy
of guest targeting improved by 88%. 23% cost reduction after
eliminating promotions that
Because Super Heroes’ deployment of the Reltio didn’t increase customer
platform is on AWS, no matter how many guests, lifetime value.
franchises, and markets Super Heroes accumulates,
16% increase in guest
it can expand to accommodate the increase in
spend through improved
data without any downtime or lags in performance.
segmentation and targeted
This came in handy after Super Heroes offered discounts to high-value
a discount to anyone who signed up for the guests.
Superhero Customer loyalty program during the
final weekend of March Madness. Although loyalty Enhanced data privacy and
sign ups caused a massive influx of new guest increased guest trust.
data, everything ran as smoothly as it had in the
Decreased risk of a costly
basketball offseason. A similar discount offered security breach.
before Super Heroes adopted Reltio resulted in a
database outage that lasted several hours, slowed
performance, and lost data.
Among the other types of data that Super Heroes
collects, it has masses of research data. With Reltio,
Super Heroes was able to combine this information
with its guest loyalty, favorite sandwiches, general
demographics, and order accuracy data. Not only
does it use this data to come up with ideas for new
sandwiches, but it also uses it to decide to enter
new markets. When Super Heroes wanted to test
the Australian market, data analysis showed that
opening a store in Perth, a populous area with a
lower cost of doing business than Sydney, was
a good bet. The Perth store was a hit due to its
authentic Australian continental rolls and low prices,
and it turned a profit in its first year.$
Thursday
lunch
Deliver real-time recommendations
and customized offers
Super Heroes uses Reltio Enterprise 360 to uncover the many-to-many relationships
between franchise and corporate accounts, third-party marketing, and demographics
data. Correlating geo-locations, guest purchases, spending, rewards usage, logistics,
catering, and even social sentiment enables Super Heroes to offer guests real-time
recommendations and further personalization.
$
Thursday
lunch
A corporate customer on E. River Drive in Chicago placed a big order from a Super
Heroes franchise on the first Thursday of every month. The franchise tracked this
buying behavior because Reltio connects the different data sources for analysis. The
franchise identified the customer as a potential catering client, sent a personalized
discount offer for the service, and the customer accepted the offer. The franchise
shared that data with the corporate office. Corporate compared that information with
similar trends in Reltio. Soon they were sending out lists to similar businesses in the E.
River Drive area, and its catering business grew by 22%*.
Season global data with regional flavors
Super Heroes uses Reltio Enterprise 360 to share a guest’s data, location menu
preferences, and regional spending habits with franchises to help them with menu
planning. Super Heroes can also take feedback and ordering data from franchises and
combine it with its in-house data to improve customer satisfaction and experience.Using Reltio for master data management helped French franchises salvage what they
thought was a bad menu item, for example. They were losing money on the reuben
sandwich, a big seller in New York City. Several regional bakeries were making the
rye bread needed for the sandwich at a crippling cost. The special-order rye required
expensive ingredients and despite ads touting the sandwich, it was a poor seller. The
franchises turned to the corporate office for help.
Data
Reporting /
AI / ML
Analytics
Power Real-Time
Information &
Actionable Insights
Derived Scores, Segments,
Recommendations
Profiles: Guest Personal Info, Location,
Product, Relationships, Interactions Customer
3rd Party Data Platform
Enrichment Master Data Management Security
Activation,
Campaign Management
Standardization, Consent, GDRP, Audit,
Cleansing, Deduping History, Lineage
Clienteling /
CRM ERP Personalization
POS Ecommerce Loyalty
Third Party
Delivery
With Reltio Enterprise 360, Super Heroes pored over feedback and other data to
discover that guests disliked the bread. It shared that information almost instantly with
the franchises, who negotiated with the local bakeries to use the pan de campagne
they baked for all their customers instead of rye. Reuben sales jumped 47%*, plus, the
cost of the bread was lower because it could be ordered at a bulk rate.
With Reltio, Super Heroes is not limited to using just its data. It can
also collect customer feedback and ordering data from third-party
contactless delivery services and combine it with its in-house data
to improve customer satisfaction and experience.Sweeten your guest Reltio offerings
Trusted data foundation
experiences with Reltio Reltio Identity 360
Reltio Identity 360 brings
Many QSRs think they can get by with on-premises together a person’s data from
data solutions. Even those undergoing significant all sources, matches, removes
duplicates, and merges
growth might be able to hold it together for a while.
attributes to provide a single
However, there comes a point when legacy systems source of truth for the profile
hit a wall. Whether you’re just starting your QSR for operational and analytical
business, you are expanding to the next state or applications. It is an ideal
solution to start free and
country over, or you’ve been established globally for
grow as per your business
years, Reltio can help. Reltio provides the scalability, needs to deliver a connected
agility, performance, and holistic data you need to customer journey.
deliver a differentiated, delightful experience to all
your guests, whether you have 50 stores or tens of
Reltio Enterprise 360
millions of guests worldwide. Reltio Enterprise 360 provides
a single source of truth for
all data domains to deliver
trusted and connected data
across the enterprise, in real
SUPER
HEROES time. Reltio Enterprise 360
breaks down information silos
to effectively manage master
data and gain a complete 360
MORE TO view of relationships between
CHEW ON people, products, places, and
activities.
HERE
*The metrics presented in this guide are a composite of industry results. They are
used for illustrative purposes only and do not represent any current Reltio clients,
nor are they a guarantee. Your results will vary.
About Reltio
Reltio, an AWS Advanced Technology Partner, provides an agile and scalable
Master Data Management (MDM) SaaS platform, powered by AWS, to help
companies connect the dots of siloed customer data and deliver a single source of
truth for data in real-time and at scale. Reltio offers a fundamentally better way to
create rich master profiles that include relationships, omnichannel transaction and
interaction data, and other valuable insights. Reltio customers can operate with
confidence, speed and agility to achieve better business outcomes. Global 2000
enterprises use this information to drive hyper-personalization, accelerate real-
time operations and simplify compliance at scale.You can also read
