How CDPs Are Transforming Fast Food: Enhancing Customer Insight with Scal-e

Introduction

This article explores a case study that illustrates the transformative impact of Customer Data Platforms (CDPs) in the fast-food sector, specifically how they can deepen customer understanding and reduce reliance on online ordering platforms. Through this example, we look at how a fast-food chain was able to roll out an effective loyalty program in just a few weeks using Scal-e, an agile CDP platform. The project made it possible to unify and enrich customer data, run personalized marketing campaigns, and ultimately drive revenue growth.

In today’s hyperconnected world, restaurants face a dual challenge: attracting new customers while also retaining existing ones. One of the biggest issues is the growing dependence on online ordering platforms which, while excellent for customer acquisition, limit restaurants’ ability to collect first-party customer data and therefore to build lasting loyalty.

What is a Customer Data Platform (CDP)?

A CDP is a technology that aggregates and organizes customer data from multiple touchpoints to create a single, unified customer view. This unified view enables advanced analytics, fuels personalized marketing, and enhances the overall customer experience. Scal-e provides an agile marketing platform built on a CDP foundation.

Use case: a fast-food chain and Scal-e

The company at the heart of this case study is a fast-food chain that accepts orders both in-restaurant and through third-party platforms such as Uber Eats and Deliveroo. Faced with high customer acquisition costs and an inability to build loyalty among customers acquired via these intermediaries, the chain chose to implement Scal-e, an agile cloud marketing CDP platform, to overcome these obstacles.

CDP solution and its impact

To improve and further scale the loyalty program already successfully deployed with Scal-e, the introduction of QR codes at the point of sale represents a strategic opportunity. These QR codes can be displayed prominently in restaurants, enabling any visitor to sign up easily for the loyalty program.

By scanning the QR code, the customer can instantly download a wallet pass to their smartphone, simplifying both registration and ongoing engagement via push notifications.

These notifications can be used to share special offers, rewards, and important updates directly with customers, thereby strengthening engagement and loyalty. Leveraging this direct channel also significantly reduces customer acquisition costs by minimizing dependence on expensive third-party platforms for both recruitment and communication.

Conclusion

This case study highlights the potential of CDPs such as Scal-e in the fast-food industry. By enabling a much deeper understanding of, and engagement with, customers, these platforms give businesses the tools they need to navigate today’s competitive landscape while optimizing their marketing strategy and accelerating growth.

Learn more at Scal-e.com:

• First French CDP featured in the global Forrester Now Tech CDP report
• First French CDP dedicated to B2B companies
• Third B2B CDP recognized in the 2023 Forrester Wave report

Scal-e is a CDP that lets you connect multiple data sources (website, points of sale, CRM, etc.) into a single data mart. Brands can then access their data, including unified customer profiles and real-time information, to better understand their customers and meet their needs at the right time, through the right channel. From the same platform, brands can also design their marketing strategy and execute it end-to-end without switching tools.

What is a Customer Data Platform (CDP)?

A CDP is a technology that aggregates and organizes customer data from multiple touchpoints to create a single, unified customer view. This unified view enables advanced analytics, fuels personalized marketing, and enhances the overall customer experience. Scal-e provides an agile marketing platform built on a CDP foundation.

What does Scal-e offer?

With Scal-e, brands can unify their customer data, visualize and understand their audience, create precise segmentations and audience groups, design omnichannel customer journeys, and deliver messages through the desired channels (SMS, email, mobile wallet, print, etc.). They can also build personalized loyalty, engagement, and referral programs while maintaining full control over data governance rules such as privacy and marketing pressure.

What impact does personalization have on customer acquisition and retention?

Personalization, powered by granular customer insights, significantly improves both acquisition and retention. It enables you to deliver relevant content and offers to your customers, increasing engagement, conversion rates, and long-term loyalty.