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User journeys mapped and documented

Map all user journeys (earn, burn, expiration, games, etc.) in the loyalty program

Create Figma document (or some other tool) mapping all the screens, steps and actions

Indicate in the flows when / which events are triggered

Utilize user flows as testing guidelines, to ensure end product is adherent to definitions

1

Conversion rate

Defined conversion rate for loyalty program (1 to 1 / 1 to 10 / 1 to 100 etc.)

Sign-off from BKD on Loyalty program proposal: recommendation 1 to 10

BKD

2

Pricing

Identify pricing changes that will happen until loyalty go-live

• Work with BKD analytics / pricing teams to identify such changes

BKD

Welcome bonus

Definition on welcome bonus for new guests

Define if BKD’s program will have bonus point

Account for increased generosity due to bonus points

Setup fraud prevention mechanism (Forter)

Prepare communications on welcome bonus - suggestion to keep message as “temporary” (only for launch! first guests to sign up will receive), with no mention that this is permanent or that it has a fixed date to finish - have flexibility

3

Tiers and rewards definition

Defined tiers and rewards that can be setup in the loyalty platform

• Iterate on initial loyalty proposal, with guest-facing discount and potential pricing changes in mind

Mariann, Daniel

4

Gamification

Brame integration complete

• Set up Brame in the app (is there any development needed?)

• Test Brame

Mariann, Daniel

4

Materials

Localized T&C, FAQ, Crew Training Materials, POP

• Daniel to share all materials available

• BKD to localize materials to German market - important to mention / explain how program is changing versus Payback, what happens to the Payback points, etc.

• Develop specific comms / education on shift from Payback to BK Loyalty

• BKD to upload final materials to Shelf

• Add assets to Sanity / Braze

Mariann, Daniel

5

Calendar

Initial loyalty / CRM events calendar

Define activations (e.g. double points) and connect to Marketing calendar

Include activations on games (one exciting game every other month?), and prepare CRM journeys to support

Mariann, Anna, Daniel

Finances

Financial reports and mechanisms defined

Share existing loyalty financial reports (as prepared by BKUK)

Identify adjustments to reports

Agree on frequency / dates to publish reports, recipient list, etc.

Data Tracking

Relevant events and user attributes correctly flowing through the CRM stack

Identify all required events to track and monitor customer behavior and performance of the loyalty program

Implement events in the front and back end (if needed)

Test all events and their flow not only to mParticle, but also to Braze, Amplitude, etc.

Daniel, Adolfo, Manuel, Mariann