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They currently use a cross-brand opt-in marketing strategy that per country. This consists of asking new guests to accept marketing communications across all RBIberia brands in that country, instead of individual brands. For example, guests who sign up with PLK ES and opt-in for marketing communications will receive emails from any of the RBIberia brands.BK ES and TH ES. Conversely, if a guest decides to opt-out of marketing communications, that should happen for the specific brand only. Continuing with the example above, if the same guest opts out of marketing communications from PLK ES, they should still be opted in for BK PT, BK ES and TH ES.
Because this strategy is per country, BK PT is not affected by these requirements at this stage. This will change if/when RBIberia launch other brands in Portugal.
Business Goal
RBIberia is in the process of switching from Salesforce Marketing Cloud to Braze to manage marketing communications. They would like to continue using the cross-brand opt-in strategy documented above after switching to Braze.
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1. Sign up to a brand that uses the RBI app
1.1. With opt-in consent
Steps | Expected results |
|---|---|
Guest signs up with the PLK ES app and accepts marketing communications from the sign in page |
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User account created in mParticle for the following brands: PLK ES, BK PT, BK ES
User account created in Braze for the same brands as above plus TH ES
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1.2. Without opt-in consent
Steps | Expected results |
|---|---|
Guest signs up with the PLK ES app and does not accept marketing communications from the sign in page |
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2. Sign up to Tim Hortons
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| Note |
|---|
Need to look into how to disable push from the email link. |
Steps | Expected results |
|---|---|
Guest receives a marketing email from PLK ES and clicks the unsubscribe link |
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3.2. From the RBI app
Steps | Expected results |
|---|---|
Guest opens the communication preferences page on the PLK ES app and unchecks the “Email marketing communications & Push“ setting:  |
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3.3. From the Admin Tool
Steps | Expected results |
|---|---|
Support staff unsubscribes a guest from email and push communications on the PLK ES Admin Tool |
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Support staff unsubscribes a guest from email or push notifications separately on the PLK ES Admin Tool | Not possible, since the PLK ES app does now show opt in status separately for email and push. |
3.4. From Salesforce Service Cloud
| Warningnote |
|---|
Item under discussion. As it stands, this is outside of RBI scope. |
Steps | Expected results |
|---|---|
Support staff unsubscribes a guest from email and push communications on Salesforce Service Cloud | Email and Push subscription status set to “Unsubscribed” on Braze for TH ES only and “Opted In” for all other brands |
4. Subscribe
All of the scenarios below assume that the guest was previously unsubscribed from all apps.
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| Info |
|---|
In this scenario guests subscribe only for the specific brand they are using now. We do not subscribe them to other brands. This is because here we do not have the disclaimer that informs guests that they would be signing up to comms from RBIberia. |
Steps | Expected results |
|---|---|
Guest opens the communication preferences page on the PLK ES app and checks the “Email marketing communications & Push“ setting:  |
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4.2. From the Admin Tool
Steps | Expected results |
|---|---|
Support staff subscribes a guest to receive email and push communications on the PLK ES Admin Tool |
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Support staff subscribes a guest to receive email communications only on the PLK ES Admin Tool | Not possible, since the PLK ES app does now show opt in status separately for email and push. |
4.3. From Salesforce Service Cloud
| Warningnote |
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Item under discussion. As it stands, this is outside of RBI scope. |
Steps | Expected results |
|---|---|
Support staff subscribes a guest from email and push communications on Salesforce Service Cloud |
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5. Terms and Conditions
5.1. Opt-in during acceptance
Steps | Expected results |
|---|---|
Guest signs up with the PLK ES app and accepts marketing communications from the sign in page | Email and Push subscription status in Braze set to “Opted In” for PLK ES, BK ES and TH ES |
Guest receives a marketing email from BK ES and clicks the unsubscribe link | Email and pushsubscription status in Braze set to “Opted In” for PLK ES and TH ES, but “Unsubscribed” for BK ES |
Guest receives a marketing email from TH ES and clicks the unsubscribe link | Email and pushsubscription status in Braze set to “Opted In” for PLK ES and “Unsubscribed” for BK ES and TH ES |
During a second login to the PLK ES app, guest is presented with updated T&C for acceptance. Guest accepts marketing communications | Email and Push subscription status in Braze set to “Opted In” for PLK ES, BK ES and TH ES |
5.2. Opt-out during acceptance
Steps | Expected results |
|---|---|
Guest signs up with the PLK ES app and accepts marketing communications from the sign in page | Email and Push subscription status in Braze set to “Opted In” for PLK ES, BK ES and TH ES |
During a second login to the PLK ES app, guest is presented with updated T&C for acceptance. Guest does not accept marketing communications | Email and Push subscription status in Braze set to “Unsubscribed” for PLK ES, BK ES and TH ES |
6. Edge cases
6.1. Opt-out during sign-up in another brand
Steps | Expected results |
|---|---|
Guest signs up with the PLK ES app and accepts marketing communications from the sign in page | Email and Push subscription status in Braze set to “Opted In” for PLK ES, BK ES and TH ES |
The same guest signs up with the BK ES app and does not accept marketing communications from the sign in page | Email and Push subscription status in Braze set to “Unsubscribed” for PLK ES, BK ES and TH ES |
6.2. Opt-in during sign-up in another brand
Steps | Expected results |
|---|---|
Guest signs up with the PLK ES app and does not accept marketing communications from the sign in page | Email and Push subscription status in Braze set to “Unsubscribed” for PLK ES, BK ES and TH ES |
The same guest signs up with the BK ES app and accepts marketing communications from the sign in page | Email and Push subscription status in Braze set to “Opted In” for PLK ES, BK ES and TH ES |
6.3. Re-subscribe
Steps | Expected results |
|---|---|
Guest signs up with the PLK ES app and accepts marketing communications from the sign in page | Email and Push subscription status in Braze set to “Opted In” for PLK ES, BK ES and TH ES |
Guest receives a marketing email from BK ES and clicks the unsubscribe link | Email and pushsubscription status in Braze set to “Opted In” for PLK ES and TH ES, but “Unsubscribed” for BK ES |
The same guest signs up with the BK ES app and accepts marketing communications from the sign in page | Email and Push subscription status in Braze set to “Opted In” for PLK ES, BK ES and TH ES |
Requirements summary
When a guest signs up for any RBIberia brand in Spain and opts in to marketing communications, the opt-in status should be applied to all RBIBeria brands: PLK ES, BK PT, BK ES and TH ES
When a guest opts out of marketing communications for a given brand, that guest should remain opted in for other brands
Opted in status must be reflected in, and possible to change from, the RBI Admin Tool
Opted in status must be reflected in, and possible to change from, Salesforce Service Cloud for Tim Hortons only. It is not required for other brands, since these will use the RBI Admin Tool instead
Opted in status must be captured separately for email and push communications, regardless of how many checkboxes guests use to opt in (this is already the case).
Changes of opt-in status to Opted-In or Unsubscribed need to be captured, along with an associated time stamp indicating when the change happened. This is already the case, since the RBI Platform register an “User Attribute Changed” every time that the opt-in status changes, including the time stamp. This data is kept in mParticle for two years.
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