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Flow Overview
The objective of this flow is to push people after the first purchase to reach 4 purchases in total, as this will provide us with enough data-points in order to segment them
Entry Criteria
Have performed a loyalty transaction
Not being part of the control group
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Important: included exclusion & exit criteria for everyone who has more than 4 purchases (cohort name: => 4 Transaction - https://analytics.amplitude.com/burgerkinguk/cohort/96tl0s7)
First Check (after 15 days)
Do they have more than 1 transaction?
Check 1: two transactions on the same channel if not
Check 2: one transaction per each channel
As we don’t have a combined event in Braze, we imported these cohorts from Amplitude
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Path 1: Less than 2 purchases
Check if they have redeemed a reward or not (if not, we can use the reward as an incentive)
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Path 1A: less then 2 purchases, no rewards redeemed
Check if they have enough point balance (as we tell them there is free food as a prize).
Important: exclude everyone who has received the drive to redemption flow in the last 30 days. If they did receive, they should get redirected to path 1B
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Path 1A: less then 2 purchases, no rewards redeemed, enough points
Push them to use the reward they have on their pocket
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If the did not purchase: remind them to use the reward
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If the did purchase (they now have 2 purchases): use 2 windows delay to understand if they make purchases spontaneously. If they don’t, bring them to the path 1C (150 points), to push them to 3 purchases
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Path 1A: less then 2 purchases, no rewards redeemed, not enough points
Bring them to path 1B
Path 1B: less then 2 purchases, rewards redeemed
Push them to the third purchase with 75 extra points
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Check if they made a purchase
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If they didn’t make a purchase, remind them of the reward
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Check after 7 days if they make a purchase
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If they still don’t make any purchase, exit from the flow. If they did make a purchase (2 purchases), wait 7 days to check if they do purchases spontaneously. If they don’t, bring them to the path 1C (150 points), to push them to 3 purchases
Path 2: More than 2 purchases (3)
Push them to the 4th purchase with 150 bonus points
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If they do the purchase, exit the canvas (they now reached 3 purchases)
If they don’t do it, remind them of the incentive
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At this point, if they don’t engage, exit from the canvas
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Scenario A: if they are not signed up, to provide their contact & afterwards sign up
Scenario B:if they are signed up, but not opted in, to opt in. There are 3 layers in this case:
No opt in
Only push opt in
Email opt in
Reference:
Scenario A:
Entry Criteria:
Everyone who start a session, but doesn’t have a user ID associated and/or email address is blank
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If App - the guest receives a form where he can input the email address & opt in for communication:
The email is stored in the user profile
The marketingEmail and marketingPush attribute are updated accordingly
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Next: The user should receive the welcome flow, with a push to sign up (the account is not created yet)
If web user: QR code to download the app & regular sign up flow
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Scenario B:
Option 1: no opt in at all
Entry Criteria:
Start session + Segmentation - no opt in
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If App - the guest receives a form, the email is prefilled & he can opt in for communication:
The marketingEmail and marketingPush attribute are updated accordingly
Next: the user should receive the marketing emails & promo
Option 2: only email opt in
Entry Criteria:
Start session + is part of the segment “Only email opt in” (therefore, he will have marketingEmail = true and marketingPush = false)
They will receive a IAM with the push notification opt in prompt:
This should update their attribute in the marketingPush
Bring them to the device setting to enable PN
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Next: they should not receive the welcome flow (as they were already part of comms before)
Option 3: only push opt in
Entry Criteria:
Start session + is part of the segment “Only push opt in” (therefore, he will have marketingPush = true and marketingEmail= false)
They will first receive a push to prompt them to open the app, with a value oriented messaging
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They will receive a IAM with the email opt in prompt:
This should update their attribute in the marketingEmail
The email field should be prefilled (as the guest is already opted in)
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Next: they should not receive the welcome flow (as they were already part of comms before)