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Page under review |
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Context
RBIberia operates multiple brands: PLK ES, BK PT, BK ES and TH ES; where all except TH ES are expected to use the RBI Platform by early 2024.
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. Reusing 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.
Overview
This diagram shows an example scenario of guests signing up with PLK ES and . It is intended to clarify scope of requirements across brands and systems. It is not meant to indicate a solution of how the opt-in settings will be shared across brands and systems (there will be a separate document for that).
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Original diagram here: https://lucid.app/lucidchart/ff57d882-2b9e-40ac-bac6-89c9961d4e2c/edit?viewport_loc=510%2C547%2C1988%2C1037%2C0_0&invitationId=inv_2531e95d-8922-4aa7-9972-ffacb2607cf5
Scenarios
Note: all scenarios apply equally to the web, iOS and Android versions of the RBI app.
1. Sign up to a brand that uses the RBI app
1.1. With opt-in consent
Steps | Expected results |
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Guest signs up with the PLK ES app and accepts marketing communications from the sign in page |
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1.2. Without opt-in consent
Steps | Expected results |
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Guest signs up with the PLK ES app and does not accept marketing communications from the sign in page |
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User account created in mParticle for PLK ES only
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2. Sign up to Tim Hortons
2.1. With opt-in consent
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Steps
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Expected results
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Guest signs up with the TH ES app (non-RBI) and accepts marketing communications from the sign in page
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User account created in Braze for TH ES
Email and Push subscription status set to “Opted In” on Braze for TH ES
No changes to the mParticle or Braze instances of other RBIberia brands
2.2. Without opt-in consent
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Steps
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Expected results
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Guest signs up with the TH ES app (non-RBI) and does not accept marketing communications from the sign in page
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User account created in Braze for TH ES
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Email and Push subscription status set to “Unsubscribed” on Braze for TH ES
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| Info |
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Not a scenario since Tim Hortons does not have an app currently. |
3. Unsubscribe
3.1. From an email
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Need to look into how to disable push from the email link. |
Steps | Expected results |
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Guest receives a marketing email from PLK ES and clicks the unsubscribe link |
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Push subscription status set to “Opted In” for all brands
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3.2. From the RBI app
Steps | Expected results |
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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 |
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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
| Note |
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Item under discussion. As it stands, this is outside of RBI scope. |
Steps | Expected results |
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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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4.
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1. From the RBI app
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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 |
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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 |
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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.
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From Salesforce Service Cloud
| Note |
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Item under discussion. As it stands, this is outside of RBI scope. |
Steps | Expected results |
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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 |
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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
| Info |
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This scenario is not possible, since the Agreements feature does not offer an option to opt-out if the guest has previously opted in. |
Steps | Expected results |
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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 |
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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 |
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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 |
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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.
Assumptions
The requirements above will lead to an increase of costs with Braze, since each guest will be added to different brands (while they may not be registered with, and making purchases from, other brands)