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Business Goal

RBIberia operates multiple brands: PLK ES, BK PT, BK ES and TH ES. They currently use a marketing opt-in strategy that consists of asking new guests to accept marketing communications across all RBIberia brands, instead of individual brands. For example, guests who signs up with PLK ES and opt-in for marketing communications should receive emails from any of the RBIberia brands.

Conversely, if a guest decides to opt-out of marketing communications, that should happen for the specific brand only. Reusing 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.

Overview

This diagram shows an example scenario of guests signing up with PLK ES and 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).

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

1. Sign up to a brand that uses the RBI app

1.1. With opt-in consent

Steps

Expected results

Guest signs up with the PLK ES app and accepts marketing communications from the sign in page

  • Guest account created in the RBI platform

  • User account created in mParticle for the following brands: PLK ES, BK PT, BK ES

  • User account created in Braze for the same brands as above plus TH ES

  • Email and Push subscription status set to “Opted In” on mParticle and Brazer for all brands

1.2. Without opt-in consent

Steps

Expected results

Guest signs up with the PLK ES app and does not accept marketing communications from the sign in page

  • Guest account created in the RBI platform

  • User account created in mParticle for PLK ES only

  • User account created in Braze for PLK ES only

  • Email and Push subscription status set to “Unsubscribed” on PLK ES only

2. Sign up to Tim Hortons

2.1. With opt-in consent

Steps

Expected results

Guest signs up with the TH ES app (non-RBI) and accepts marketing communications from the sign in page

  • 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

Steps

Expected results

Guest signs up with the TH ES app (non-RBI) and does not accept marketing communications from the sign in page

  • User account created in Braze for TH ES

  • Email and Push subscription status set to “Unsubscribed” on Braze for TH ES

  • No changes to the mParticle or Braze instances of other RBIberia brands

3. Unsubscribe

3.1. From an email

Steps

Expected results

Guest receives a marketing email from PLK ES and clicks the unsubscribe link

  • Email subscription status set to “Unsubscribed” on Braze for PLK ES and “Opted In” for all other brands

  • Push subscription status set to “Opted In” for all brands

  • Communication preferences page on the RBI app is unchecked

3.2. From the RBI app

Steps

Expected results

Guest opens the communication preferences page on the PLK ES app and unchecks the “Email marketing communications & Push“ setting:

  • Email and Push subscription status set to “Unsubscribed” on Braze for PLK ES and “Opted In” for all other brands

  • Communication preferences page on the RBI app is unchecked

3.3. From the Admin Tool

Steps

Expected results

Support staff unsubscribes a guest from email and push communications on the PLK ES Admin Tool

  • Email and Push subscription status set to “Unsubscribed” on Braze for PLK ES and “Opted In” for all other brands

  • Communication preferences page on the RBI app is unchecked

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

Steps

Expected results

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.

3.3. From the RBI app

Steps

Expected results

Guest opens the communication preferences page on the PLK ES app and checks the “Email marketing communications & Push“ setting:

  • Email and Push subscription status set to “Opted In” on Braze for PLK ES and “Unsubscribed” for all other brands

  • Communication preferences page on the RBI app is checked

3.4. From the Admin Tool

Steps

Expected results

Support staff subscribes a guest to receive email and push communications on the PLK ES Admin Tool

  • Email and Push subscription status set to “Opted In” on Braze for PLK ES and “Unsubscribed” for all other brands

  • Communication preferences page on the RBI app is unchecked

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.

3.4. From Salesforce Service Cloud

Steps

Expected results

Support staff subscribes a guest from email and push communications on Salesforce Service Cloud

  • Email and Push subscription status set to “Opted In” on Braze for TH ES and “Unsubscribed” for all other brands

Requirements summary

  • When a guest signs up for any RBIberia brand 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).

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)

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