Page Comparison

1

Conversion rate

Defined conversion rate for loyalty program (1 to 1 / 1 to 10 / 1 to 100 etc.)

Sign-off from BKD on Loyalty program proposal: recommendation 1 to 10

BKD

2

Pricing

Identify pricing changes that will happen until loyalty go-live

• Work with BKD analytics / pricing teams to identify such changes

BKD

3

Tiers and rewards definition

Defined tiers and rewards that can be setup in the loyalty platform

• Iterate on initial loyalty proposal, with guest-facing discount and potential pricing changes in mind

Mariann, Daniel

4

Gamification

Brame integration complete

• Set up Brame in the app (is there any development needed?)

• Test Brame

Mariann, Daniel

4

Materials

Localized T&C, FAQ, Crew Training Materials, POP

• Daniel to share all materials available

• BKD to localize materials to German market - important to mention / explain how program is changing versus Payback, what happens to the Payback points, etc.

• Develop specific comms / education on shift from Payback to BK Loyalty

• BKD to upload final materials to Shelf

• Add assets to Sanity / Braze

Mariann, Daniel

5

Calendar

Initial loyalty / CRM events calendar

Define activations (e.g. double points) and connect to Marketing calendar

Include activations on games (one exciting game every other month?), and prepare CRM journeys to support

Mariann, Anna, Daniel