Table of contents

Status

❓ Open questions / Pending points

Requirements

Problem definition

Problem statement

In occasion of the launch of the new BK-ES platform, the company aims to enhance its offerings by integrating with Amazon Prime and providing exclusive benefits to Amazon Prime members. This integration seeks to leverage the popularity and wide reach of Amazon Prime to attract more users to the BK-ES platform and drive increased engagement.

The benefits for Amazon Prime members will include free delivery for orders over 10 euros, a lower threshold compared to the standard 20 euros for other customers. Additionally, percentage discounts in the shopping cart, tailored to each specific purchase channel, are planned to be introduced, further incentivizing Amazon Prime members to shop on the BK-ES platform.

By extending these benefits, the company expects to achieve several positive outcomes: it anticipates a significant boost in traffic to the BK-ES platform, as the integration with Amazon Prime will attract a larger user base. This increased traffic will not only drive awareness and exposure but also provide opportunities for customer acquisition and retention. Moreover, the company envisions a higher volume of purchases resulting from the additional benefits provided to Amazon Prime members. Last, the partnership aims to increase customer satisfaction, thereby fostering loyalty and encouraging repeat purchases.

Solution

Scenarios

Scenario 1: In restaurant redemption

1. A QR code related to the promotion is present in the BK stores. 

2. The BK customer, who is also an Amazon Prime subscriber, scans the code and access the landing page where the promotion between BK and Amazon is detailed.

3. The customer accesses his Amazon Prime account 

4. The customer allows the app to share Amazon Prime status and email

5. The Amazon app shows the promo code related to the customer.

6. The BK customer applies the code into the BK app and activate the promotion.

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Scenario 2: Online redemption

1. The user accesses a landing page where the promotion between BK and Amazon is detailed.

2. The customer, who is also an Amazon Prime subscriber, accesses his Amazon Prime account 

3. The customer allows the app to share Amazon Prime status and email

4. The Amazon app shows the promo code related to the customer.

5. The BK customer applies the code into the BK app (or Kiosk) and activate the promotion

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RBI Iberia is facing a challenge related to the increase of new user sign-ups. This challenge is magnified by the elevated competition especially from the marketing side and the evolving expectations of users in today's food delivery ecosystem.

Hypothesis

By forming a strategic partnership with a well-established and recognized player in the industry, RBI aims to tap into their existing user base and brand recognition providing an increase in terms of new users acquisition.

Common benefits of strategic artnership are:

1. Access to a Wider Audience: Partnering with a major industry player would provide RBI with direct exposure to their extensive user base, helping to reach a larger and more diverse audience.

2. Credibility and Trust: Leveraging the credibility and trust associated with RBI partner's brand can enhance our platform's perceived reliability, potentially easing user adoption barriers.

3. Cross-Promotion Opportunities: Collaborative marketing efforts and cross-promotions could result in more effective outreach and engagement, creating a synergy that attracts users from both sides.

Success metrics

a) User Growth Rate

b) Conversion Rate

WL Solution

The initiative revolves around a seamless integration with well-established partners, offering exclusive advantages to its members. This solution is structured in the following section:

1. Standard Layout for the Landing Page (OUT OF SCOPE, managed by Amazon with Iberia)

To effectively communicate the benefits of this partnership, RBI will design a dedicated landing page following a standardized layout. This landing page will present the value proposition of the partnership, emphasizing the exclusive advantages available to the partner's members. The layout will feature clear visuals, concise messaging, and intuitive navigation, ensuring seamless user comprehension.

2. API Integration:

The core of this integration lies in the seamless connection between RBI platform and the partner's services through API integration. . This integration will enable immediate access to the partner's membership data, validating user eligibility and extending the promised benefits in real-time.

The account linking will happen through a code generated in the Amazon domain that needs to be redeemed in the Pre validation step before login (see below). Documentation of the Code Offer here and the Login with Amazon here

Data that will be shared are:

• Name

• Email

• Phone number

• Amazon Prime status

3. Pre-validation step before login

In this stage the user will be sent through a deeplink from the Amazon page to a static page in BK ES where it’s possible to redeem the code previously generated. The user will have 5 minutes to finalize the redemption.

Here it will be clarified the main doubts regarding the collaboration (F.A.Q.)

– Coupon code redemption –

Refence here → Offers /wiki/spaces/FEP/pages/3500998755 /wiki/spaces/L/pages/2382528539

NB: REWARD LOYALTY (customizable) = Ofertas de loyalty

OFFERS = Coupones

On BK-ES, we need to implement a reward loyalty mechanism where users can enter the coupon code during the checkout process. This mechanism should include the following steps:
a. Coupon Code Submission: Provide a field or option for users to enter the coupon code during the checkout process on the second platform.
b. Verification: When the user submits the coupon code, BK-ES verifies its validity and checks if it matches any active marketing campaign codes. This can be done by querying a database or an API endpoint (in this case Amazon) that stores the valid coupon codes and their associated benefits.
c. Applying Benefits: If the coupon code is valid and matches an active marketing campaign, BK-ES applies the associated benefits to the user's cart or order.
d. Error Handling: If the coupon code is invalid or expired, the BK-ES should provide appropriate error messages to the user, indicating that the coupon code is not valid or has expired.

Cumulative discounts are possible

4. Membership Design and Tech Solution in the App /wiki/spaces/EGMT/pages/4316692489 /wiki/spaces/EGMT/pages/4279140565 (developed by Engagement team).

A new Membership section will be included in the app and it will be composed by:

a) Offer highlighted: Special emphasis will be placed on promoting this partnership on the offer page through a banner that will remind the value of the offer. It will be generated also a banner in the checkout.

b) New Membership Page: A dedicated membership page will be added with the goal to showcase the collaboration between RBI and partners.

5. Amazon Social Login

Even if the Amazon Social Login is not providing infos about Amazon Prime, it’s a feature that the needs to be implemented to provide value for Amazon

Key Features and Benefits:

1. Discounted Delivery for Amazon Prime Members: Amazon Prime members will be entitled to free delivery for orders over 10 euros, compared to the standard threshold of 20 euros for non-Prime customers. This offer is valid for services related to delivery only

2. Personalized Percentage Discounts: In addition personalized percentage discounts in the shopping cart for Amazon Prime members will be included. The discounts will be based on the purchase channel, ensuring that Prime members receive tailored incentives. (TBD)

Campaign details:

1. The campaign last until the end of the campaign (1 year from starting date) and it’s composed by 2 different timelines

a) “Activation” = related to the social login activation (start&end date to be defined): 3 months

b) “Campaign = deadline benefit (start&end date to be defined)

This means that different users can have different ends of the campaign due to different activation dates.

Acceptance criteria

: end of the campaign

Design

Figma of the Airtouch solution: https://www.figma.com/file/Q39Fl6jJL1nCudZtXgLq3S/BK---Amazon-Prime-%3E-Cliente-Temporary?type=design&node-id=425-4136&mode=design&t=rZNmTVfFCFV80KKA-0

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Figma design here: https://www.figma.com/file/2JM4maJEroKuAE211ol2oa/BK---Amazon-Prime-%3E-Cliente-%3E-Amazon?type=design&mode=design

Architectural Diagram

Diagram here: https://rbictg.atlassian.net/wiki/spaces/IBC/pages/4204429443/Tech+Discovery+-+Amazon#Sequence-Diagram

Assumptions

• Development ready before BK ES launch

Acceptance Criteria

• Only Amazon will have a landing page to show the information about the promotion

• BK ES must be able to validate in Amazon Prime the status of the customer

• Amazon Prime should share full name, phine number, email and “Amazon Prime Status”

• The system needs to check the “Amazon Prime Status” every x period login of time to validate the user is still an Amazon Prime member

• The code should be applied in the BK-ES check-out page.The code needs to provide free offers must be configurable and to allow:

  • Free fee delivery for a purchase of

  10€ or more 

• The code should also activate a discount code (in %) on the final cart

• The discount code should depend on the type of service mode (?)

  • X€

  • Products with a special price

  • % of discounts in products or cart

  • Define the channel like HD, MO, Kiosk and POS

• Promotion has an “Activation” deadline and a “Campaign” deadline

• The code has no limit of usageThe code is valid for different several modes (TBD)exclusive offers can be used with other offers.

• The exclusive offers are availble to the customer during campaing deadline.

• The campaign deadline is started from the day of activation of each customer with the Amazon Prime status

• The campaign works for HD, MO and Kiosk

Success metrics

N/A

🤔 Assumptions

• Migration will be completed before entering in the development phase (expected 1st week of September)

• Systemwide offer is available in the market

• No landing page or any other content related to the campaign is present in the BK-ES app

Design

Figma design here: [insert link]

Architectural Diagram

• , POS and Kiosk

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Release