Objective:
- In-store user engagement & gratifications
- Profiled outlet-mapped user database
- Loyalty program mapped to user’s mobile numbers across outlets
- Direct channel to push store offers to end users
- Centrally manage offers and promos in all McD outlets in Bangalore
Brand wanted to increase in-store User Engagement and Stickiness.
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User journey:
- Customers see signage in McD outlets to download the app by sending an SMS / scanning a QR code
- At each initialisation, app detects user’s location and confirms the McD outlet
- Users can also manually select an outlet
- Once outlet is confirmed, current offers in that outlet are loaded
- Offers can be published from backend based on -
- Times of day (10 to 12AM - breakfast offers, 12 - 4PM - meal offers, etc)
- Days of week (e.g. Every Mondays, Wednesdays and Fridays)
- Number of days (e.g. Offer valid for 7 days)
- Offers at selected outlets only
User journey continued:
- Users tap-to-spin the wheel to win instant offers
- User wins an offer and can redeem it at the counter within 15 minutes, After 15 minutes, user can spin the wheel again
- User’s offers history is saved in database to profile his favoured outlet locations
- Offers and Promos can be pushed through in-app notifications and SMS from the admin dashboard to users filtered by favourite outlet location, gender, age group
Links:
App unpublished by client from Play Store in April 2015 when the campaign was over