Reward members for using an external delivery service

Quick service restaurants (QSRs) face a seemingly overwhelming set of challenges - from increased competition to congested supply chains to spiraling costs. To survive (and better yet, thrive) ln this challenging landscape, you must lower costs and increase efficiency. Sure, but how?

A great way to drive efficiency and control costs is to motivate your loyalty program members to engage with you in ways that not only offer them quality service and convenience, but reduce your costs.

Take home delivery. It's become as commonplace as coffee and tea. But doing it yourself can be costly - hiring and training drivers, maintaining schedules. Outsourcing to a delivery service can save you time, effort and, most importantly, money. In this strategy we'll take a look at how you can reward members who opt to use a third-party delivery service.

Strategy

Reward loyalty program members who place orders through an external delivery service.

Here's the scenario: Cooper's Cookies offers in-house dining, drive-thru and delivery by in-house employees. After some careful analysis, they realize that they can save money by outsourcing their delivery service to Dynamic Delivery. To encourage their members to use a delivery service, Cooper's Cookies plans to double points to reward members who have placed orders through Dynamic Delivery at least twice.

Why twice? Because of the fees charged by Dynamic Delivery, Cooper's Cookies wants to reward members after they demonstrated loyalty to the program.

Let's look at how to do this in the SessionM platform.

This strategy leverages the Loyalty Programs module's advanced rules engine. The legacy Economy Rules module does not support the functionality described in this article. Contact your SessionM Customer Success team for more information on implementing the Loyalty Programs module in your program.

SessionM solution

The SessionM loyalty platform enables you to forge stronger, more loyal and more profitable relationships with your members. The platform provides an integrated set of capabilities - including data management, loyalty management, offer management, campaign orchestration, and analytics & optimization - that enable you to build compelling member loyalty programs.

Key modules

The strategy described in this article uses the following modules:

Loyalty Programs

  • Point banking
  • Rewards for high value behaviors, advocacy and spend
  • Status and tiering rules plus outcomes
  • Benefits management with frictionless redemption
  • Extensive tracking on point liabilities

Campaign
Orchestration

  • Manage scheduled and behaviorally triggered campaigns across email, push, SMS, digital channels
  • Real-time interaction management
  • Rules-based promotions
  • Centralized and actionable campaign analytics

See SessionM Features for a full discussion of SessionM platform features and functions.

Implementation workflow

The following procedure describes the workflow for implementing the loyalty program described in this article. The procedure captures the workflow at a high-level, providing you with a sense of the scope involved in implementing this program in the SessionM platform.

Take note

This strategy leverages the Loyalty Programs module's extensible data schema, which enables you to tailor transactions to meet both current and future data schema requirements. With this new schema, you can add custom objects that add segment-specific data to your transaction. You can then use this custom data to build loyalty rules.

See About the SessionM transaction schema for more information.

In this scenario, Cooper's Cookies must be able to reward purchases that use Dynamic Delivery as the delivery service. Using the flexible data schema, Cooper's Cookies extends the base transaction to with a Delivery Provider custom object that indicates that a delivery service was used.

Note also that the Delivery Provider custom object is free-form text. Therefore, Cooper's does not need to modify the rule templates to add a second delivery service. They simply enter the name of the new delivery service in the custom object.

For step-by-step procedures for implementing the functionality in a SessionM module, see the Procedures section in the SessionM Help Center.

Step 1. Loyalty Program module: Define purchase rule for external delivery service

Assume that the Cooper's Cookies loyalty program is in place:

The following steps describe how to define the purchase rule for this scenario and then add it to each tier in the loyalty program.

Add a purchase rule for orders that use an external delivery service.

  • Select the Cooper's Cookies loyalty program. Since Cooper's have multiple tiers, you are taken to Bronze, the lowest tier. You can define the rule in this tier and then add it to the remaining tiers.

  • Create a purchase rule in Bronze tier:

    • For the rule condition, specify that the total number of purchase is 2 or more. Add a constraint stipulating that the purchase had to have been made using Dynamic Delivery to qualify for the outcome.

    • For the outcome, award 2 points for every dollar spent in this purchase.

  • Add the purchase rule to the remaining tiers.

Step 2. Campaigns module: Define messaging campaign that informs members about new Platinum tier

You want your members to know about this exciting new benefit. Launch a messaging campaign that lets them know that they can earn points for ordering through Dynamic Delivery.

In a messaging campaign, you send targeted messages that build brand awareness among your members. Messages can include push notifications, inbox messages, activity feed messages, or external messages. Delivery options can include one-time, recurring, scheduled or triggered by a behavior. See What is a SessionM campaign? for more information.

  • Select the Campaigns module and create a messaging campaign.

  • Set the runtime for the campaign. For this campaign, only a single day is needed to send the notifications.

  • Use the default targeting of all loyalty program members. You want everyone to know about the new benefit available to them.

  • Define the messaging for the campaign. Set up both an email and a text message with a scheduled delivery method. Using multiple communication channels makes it more likely that your message is read.

  • Launch the campaign. An email and text announcing the promotion is sent to all program members at the indicated time.

Analysis

Successful loyalty programs adapt and evolve. It’s crucial to determine where your program is performing well and where it needs to improve. Built on a series of intuitive dashboards, the SessionM Insights reporting & analysis tool enables you to evaluate program performance by measuring key indicators such as customer spend and customer frequency.

This strategy promotes third-party delivery services by rewarding double points to purchases made using Dynamic Delivery. Use the Incentives tab to analyze what points have been issued and how they have influenced member activity in your loyalty program. For example, the following visual provides a breakdown of points by tier.

For detailed information on SessionM Insight's features and functionality, see About Insights in the SessionM Help Center.

Key takeaways

Future proof your loyalty program with SessionM's extensible transaction schema

Nothing is constant except for change. And nowhere is this more true then in today's constantly evolving marketplace. You need a loyalty program that can adapt to meet new and changing demands. SessionM's Loyalty Programs modules features an extensible transaction schema that adapts to your loyalty program's evolving data requirements.

Reward members for purchasing behaviors that increase sales and save you money

You want your members to spend money on your brand's goods and services. Not only that, you want them to spend money in ways that save you money. As you plan the ways in which you want your members to engage with your loyalty, consider also how you can shape their purchasing behavior to reduce your costs. Reward engagement that saves you money.