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Description

Automated flow set up in Braze that is activated when a new user enters the database with 3 key objectives:

  • Gather guest data

  • Push towards first purchase

  • Awareness & Education (channel & benefits)

Logic

Events:

  • Sign up complete where response = successful

  • In-Store or Online Loyalty Transaction Claimed

    • if loyalty is not available, use E-commerce Purchase

  • In Store or Online Rewards Redeemed

Deliverables

  • Advanced: 4 unique mails, 3 unique push notification, welcome survey (reference BKNL)

...

  • Basic: 2 emails, 2 push notification, 1 welcome survey (reference: BKAT)

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Description

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Welcome Survey

Description

Each user, after creating an account receives the welcome survey. The survey includes 4 different questions:

...

  • Snack Preference

  • Personal Profile

  • ServiceMode Preference

  • UserProfile

...

Copy

Please check a box to submit

Tell us a bit more about you and the crowns is yours at Burger King

Multiple choices possible

Next

Submit

  • If you could only eat one of these things for the rest of your life, what would it be?

Meat Dessert Snacks Chicken Veggie

  • How would you like to be served?

In store Delivery Drive Thru Click & Collect

  • What description suits you the most

Student Professional Other

  • Which of the following options describe your personal life?

I am single I have a family with kids I have a partner Other

  • Would you like to share your gender with us?

Male Female I prefer not to answer

Welcome Email

The objective of the welcome email is to educate the guest on:

  • Brand values

  • Ordering Channels

  • Loyalty program

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Copy

Copy and Translation file to be shared: Journeys Copy .xlsximage-20240212-081942.pngImage Removed

Survey Reminder Email

Description

This email has the objective to remind users to fill their profile if they haven’t done it yet.

The market can decide weather to provide an incentive to fill the profile (e.g. 25 crowns)

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Copy

SL: Anna, there's free crowns with your name on them

PH: You forgot to fill in your profile

You forgot to fill in your profile

Tell us more about you and have 25 points on us

CTA: get your 25 points

3 ways to get the royal treatment

Have It Your Way You’re a Whopper worshipper? Got it. Filling in your profile helps us send you the most relevant offers.

Get extra points Receive bonus points to help you redeem juicy rewards.

Birthday gift Celebrate your big day with a special gift from us to you.

Complete your profile now

Welcome Email - Push to purchase

If, after 14 days, the guest didn’t purchase yet, we can send them a push to purchase leveraging our product category. By click tracking we can identify their favorite food category and re-target them accordingly

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SL: We shouldn't be showing you this 👀

PH: Food cravings alert!

What’s your guilty pleasure?

Don’t be shy, {first name}

Sides of course: Before, during or after your burger? We won’t judge.

CTA: I can’t resist

Flame-Grilled Burgers: Since 1954, we’ve been working hard to serve your with the juiciest flame-grilled burgers. And we’re damn proud of it

CTA: mouthwatering

Veggie & Plant-based: 0% meat, 100% pleasure. It’s big, delicious flavor

CTA: 100% delicious

And the best for last: not satisfied until you’ve had your sweet treat? We feel you.

Sweet tooth over here

Welcome Email - Loyalty Introductions

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PH: Your Loyalty is Rewarded

SL: Earn points on every order and exchange them for FREE food

Introducing MyBurgerKing

Tasty treasures, exclusive offers and much more!

Let’s eat!

More pints = juicier rewards

Earn pints on orders

Trade your points for tasty rewards

Rewards, Your Way

Earn points and redeem at Burger King

Show me the points

🇬🇧 UK

🇨🇭 CH:

🇩🇪 Germany:

Learnings:

🇨🇭 CH:

  • Introduce incentives if after the second touchpoint, the guest does not engage. This increases conversion and reduces un-subscription rate

  • Avoid giving incentives to fill the welcome survey in first place. 25% of the users reply with no incentive. Introduce the incentive only in the reminder

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