Table of contents

Status

❓ Open questions / Pending points

Problem Statement

RBI Iberia is

Hypothesis

RBI 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.

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.

WL Solution

Problem definition

Problem statement

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

On BK-ES side, it needs to be 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. Redemption: When the user submits the coupon code, BK-ES verifies its validity and checks if it matches any active marketing campaign codes.
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.

Rules: TBD

Timings: The campaign last until the end of the campaign and it’s composed by 2 different timelines

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

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.

Success metrics

Related to new users (acquisition) possible risk of cannabilization

Design

Figma design here: [insert link]

Architectural Diagram

Diagram here: [insert link]

Iberia Use Case

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 (TBV)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)

To facilitate the user experience, it will be necessary a “Social login” where the Amazon Prime user access into his profile communicating to the BK platform the information needed (token, email, Amazon Prime status) to apply to the campaign.

Expected Impact

Scenarios

Scenario 1: Online match (App and Web)

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 full name, phone number, status Prime, email y token

4. BK validates if the client is Prime, in the negative case it interrupts the flow and informs the client that he is not eligible for the benefits.

5. BK validates if the Prime customer is already registered in BK from your e-mail account, if you are not registered advance for the flow to complete the registration before advancing no flow.

6. BK registers the client's profile, their Amazon Prime status and the data from the realization of the match

7. BK automatically links exclusive offers for Amazon Prime customers

8. Bk consult periodically if the customer continues with the Amazon Prime status, in the negative case, it automatically deactivates the exclusive offers.

9. The customer can use the offers in different channels such as HD, MO, Kiosk and POS.

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🤔 Assumptions

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

Acceptance Criteria

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: 3 months

b) “Campaign = deadline benefit: 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 landing page allow the customer to start in the promotion (activation)BK ES must be able to validate in Amazon Prime the status of the customer

• Amazon Prime should share full name, phine number, email , ID 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 memberThe customer must see his offers in a exclusive section like “My exclusive offers by Amazon” in the BK ES plataform

• The offers must be configurable and to allow:

  • Free fee delivery for a purchase of 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 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, POS and Kiosk

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Release