Page under review
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 consists of asking new guests to accept marketing communications across all RBIberia brands, 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.
Conversely, if a guest decides to opt-out of marketing communications, that should happen for the specific brand only. 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.
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. 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).
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 |
|---|---|
Guest signs up with the PLK ES app and accepts marketing communications from the sign in page |
|
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 |
|
2. Sign up to Tim Hortons
May need to remove this section since there is no opt-in on the existing Tim Hortons app. Awaiting clarification whether Braze is used.
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 |
|
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 |
|
3. Unsubscribe
3.1. From an email
Need to look into how to disable push from the email link.
Steps | Expected results |
|---|---|
Guest receives a marketing email from PLK ES and clicks the unsubscribe link |
|
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:  |
|
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 |
|
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 |
|
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:  |
|
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 |
|
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 |
|
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).
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)
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