Journeys Documentation

Owned by Elleni, Anna
Last updated: May 03, 2024
7 min read

The document summarizes the status of the lifecycle deployment across the market served by RBI CRM Services

 

Journeys Deployment Mapping

 

Deliverable

BK CH

BK DE

BK AT

BK NL

Deliverable

BK CH

BK DE

BK AT

BK NL

Check

In Scope

Status

In Scope

Status

In Scope

Status

In Scope

Status

Marketing Template

In ScOPE

LIVE

In ScOPE

LIVE

In ScOPE

LIVE

Not in Scope

Not in Scope

Push Randomizer

In ScOPE

STOPPED (new copy)

In ScOPE

STOPPED (new copy)

In ScOPE

In progress

Not in Scope

Not in Scope

Welcome

In ScOPE

LIVE

In ScOPE

LIVE

In ScOPE

In progress

In ScOPE

LIVE

Loyalty Onboarding

In ScOPE

LIVE

In ScOPE

In progress (testing)

In ScOPE (part of welcome)

In progress

In ScOPE

LIVE

Activation

In ScOPE

LIVE

In ScOPE

LIVE

In ScOPE

In progress

In ScOPE

LIVE

Dynamic Tiers

In ScOPE

READY

In ScOPE

In progress

In ScOPE

In progress

In ScOPE

In progress

First Reward

In ScOPE

In progress

In ScOPE

Not Started

Not in Scope

Not in Scope

In ScOPE

LIVE

Anti Churn

In ScOPE

LIVE

In ScOPE

Not Started

In ScOPE

In progress

In ScOPE

In progress

Birthday

In ScOPE

READY

In ScOPE

In progress

Not in Scope

Not in Scope

In ScOPE

In progress

Brand Anniversary

In ScOPE

In progress

Not in Scope

Not in Scope

Not in Scope

Not in Scope

Not in Scope

Not in Scope

After Consumption

In ScOPE

In progress

Not in Scope

Not in Scope

Not in Scope

Not in Scope

In ScOPE

In progress

Earn & Burn

In ScOPE

In progress

In ScOPE

Not Started

Not in Scope

Not in Scope

In ScOPE

In progress

Points Expiry

In ScOPE

In progress

In ScOPE

Not Started

Not in Scope

Not in Scope

In ScOPE

In progress

Abandoned Cart

In ScOPE

LIVE

Not in Scope

Not in Scope

Not in Scope

Not in Scope

Not in Scope

Not in Scope

IAM prompt

In ScOPE

LIVE

In ScOPE

In progress

Not in Scope

Not in Scope

 

LIVE

Nomenclature & Taxonomy

Campaigns & Journeys

Across all markets, we have a standard nomenclature convention to simplify our campaign reporting. Each journey should have:

  • Date (20240430)

  • Campaign Name (Euro Cap PRIZE)

  • Channel (MAIL/PUSH)

  • Tag (Conv. to Purchase, One Short, PUSH, EMAIL)

 

image-20240430-171752.png

 

We are currently simplify (and reduce) the tags we use. Going forward, we should only use as tags:

  • Type of campaign (Always on, one-shot)

  • Channel (Push, email, IAM)

 

Links

The link template we use is the below - you can add it to the campaign leveraging the template “UTM_tags”

image-20240430-172008.png

 

Welcome Journey

Campaign Launch Date

x

 

 

 

Campaign End Date:

Automated Journey - campaign is ongoing

 

 

 

Description

Industry standard to have onboarding flow when the guest create an account

 

 

 

Tactical Objective

  1. Educate guest & welcome them

  2. Drive them to the first purchase

  3. Gather Guest Data

 

 

 

Segmentation Basis

  • All guests opted in who perform the event Sign Up Complete where Response = Successful

  • Only the guests who, after 7 days from the first communication, didn’t complete a recognized purchase are eligible to receive the second communication. Note: purchase is defined as any recognized transaction (Online Loyalty Transaction Claimed and/or In Store Loyalty Transaction Claimed )

 

 

 

Flow Mapping

  • Advanced: 4 unique mails, 3 unique push notification, welcome survey (reference BKNL)

 

  • Basic: 2 emails, 2 push notification, 1 welcome survey (reference: BKAT)

 

 

 

 

Link

 

 

 

Incentives

Loyalty points for survey reminder

 

 

 

Technical Details

The answers of the welcome survey have to be saved under the custom attributes:

  • Snack Preference

  • Personal Profile

  • ServiceMode Preference

  • UserProfile

 

 

 

Success Metrics

  • Open Rate, CTO, Un-subscription rate (<1%)

  • % of activated users

  • Conversion rate next 7 days vs control group

 

 

 

Optimization

  • Include incentive in the second email

  • Extend the gap period to 14 days to check when it’s best to sent

 

 

 

 

First Reward

Campaign Launch Date

Campaign End Date:

Automated Journey - campaign is ongoing

Description

This journey has the objective to celebrate the first reward redemption. By doing so, we are aiming to create a positive association in the mind of the guest as he just received something for free and we want to educate them to repeat this behavior over time to build loyalty

Tactical Objective

  1. Drive conversion

  2. Build brand equity

Segmentation Basis

  • Guests who performed the rewards redeemed online or instore for the first time

Flow Mapping

 

Link

Incentives

No incentives

Technical Details

Events:

  • [first time] reward redeemed online or in store

  • The image is personalized based on the rewardsSanityID used

The market has to provide the rewardsSanityID and PLU of all the rewards. If the reward grid includes LTO, we need to put a generic image otherwise we will be forced to update the visual and content on a quarterly basis

Success Metrics

  • Open Rate, CTO, Un-subscription rate (<1%)

  • Conversion rate next 7 days vs control group

Optimization

Best sending time

 

Birthday Flow

Campaign Launch Date

 

 

Campaign End Date:

Automated Journey - campaign is ongoing

 

 

Description

Gather guest b-day date and then create a journey to participate into the guest special day, before during and after. The guest will receive an offer on his b-day date

 

 

Tactical Objective

  1. Drive conversion

  2. Build brand equity

 

 

Segmentation Basis

  • All guests opted in who perform the event Sign Up Complete where Response = Successful

  • Only the guests who, after 7 days from the first communication, didn’t complete a recognized purchase are eligible to receive the second communication. Note: purchase is defined as any recognized transaction (Online Loyalty Transaction Claimed and/or In Store Loyalty Transaction Claimed )

 

 

Flow Mapping

 

 

Link

 

 

Incentives

Offer, Freebie. Loyalty Points

 

 

Technical Details

Events:

  • Birthday Attribute

  • In-Store or Online Loyalty Transaction Claimed

    • if loyalty is not available, use E-commerce Purchase

  • Webhook to attribute Points

POST https://prod-bk-loyalty-middleware.rbictg.com/bulk-action/hot/assign-points x-region: gb x-api-key: d8p8sviv9080JZejsnYRc6FsqfUKXkkY4U4gFbfE content-type: application/json { "pointsEarned": 50, "source": "Anti_Churn_50Crowns_Webhook", "email": "{{${email_adress}}}" }

 

  • Webhook to attribute Offer (with expiry 7 days after attribution):

POST https://euc1-prod-bk-loyalty-middleware.rbictg.com/bulk-action/hot/create-offer x-api-key: DVHB7MrEOB1tt7M7JZOwp2dg1VMOzkvQ6ukbKF8b x-region: ch Content-Type: application/json { "email": "{{${email_address}}}", "source": "braze-test", "configId": "7ef0ac58-d09f-42fe-9cdb-4721331523f7", "ruleParams": { "startDate": "{{ "now" | date:"%F" }}", "endDate": "{{ "now" | date:'%s' | plus:604800| date:"%F" }}" } }

 

 

Success Metrics

  • Open Rate, CTO, Un-subscription rate (<1%)

  • % of activated users

  • Conversion rate next 7 days vs control group

 

 

Optimization

Offer personalization

 

 

Dynamic Tiers

Campaign Launch Date

x

 

 

Campaign End Date:

Automated Journey - campaign is ongoing

 

 

Strategic Objective

According to McKinsey research, redeemers unlock disproportional sales compared to enrolled users or active users. Therefore, we aim to engage users and get them to use their points so they can fully benefit from the loyalty program.

 

 

 

 

Tactical Objective

  1. Drive recurrent purchases

  2. Drive reward redemptions

 

 

Segmentation Basis

  • All guests opted in who perform the event (Online Loyalty Transaction Claimed and/or In Store Loyalty Transaction Claimed where poinsEarned>0)

  • The journey is send 2 hours after the transaction

 

 

Flow Mapping

 

 

 

Link

 

 

Incentives

No incentives - advertising rewards that are currently available for the guest

 

 

Technical Details

 

 

 

Success Metrics

  • Open Rate, CTO, Un-subscription rate (<1%)

  • % of redemption

  • Conversion rate in the next 7 days vs control group

 

 

Optimization

  • Identify optimal send time

  • Include push notification for people who used points (not only earned)

 

 

IAM Prompt

Campaign Launch Date

x

 

 

Campaign End Date:

Ad Hoc Journey

 

 

Strategic Objective

The impact of CRM on total sales is a function of 2 variables:

  1. CRM impact (sales uplift of the test vs sales uplift vs control)

  2. % of Sales that we can influence (contactable sales)

Therefore, through this journey we aim to increase % of opted in users that are opted in by prompting them through an in-app message. If the user clicks “Yes” they are automatically opted i m

 

 

Tactical Objective

  1. Increase contactable sales

 

 

Segmentation Basis

  • Opted out guests

 

 

Flow Mapping

The campaign is normally sent when the user start a new session

 

 

Link

 

 

Incentives

No incentives - advertising rewards that are currently available for the guest

 

 

Technical Details

If the market is using Braze Native attributes, we can use this code snip to update through a webhook

{
    "attributes": [
      {
        "push_subscribe": "opted_in",
        "email_subscribe": "opted_in",
        "marketingEmail": true,
        "marketingPush": true
      }
    ]
  }

 

 

 

Success Metrics

  • % of acceptance rate

  • % of contactable sales

 

 

Optimization

  • Provide incentives to opt in

  • Test copy variation

 

 

Activation Flow - Anti Churn

Campaign Launch Date

x

 

 

 

Campaign End Date:

Automated Journey

 

 

 

Description

The flows is an automated flow that targets

  1. people who did not do any authenticated transaction

  2. people who stopped doing authenticated transaction

We start with a 30,60,90 days cycle normally. We suggest to provide incentives that increases in generosity while the time passes for people to transact as retaining a guest is cheaper than acquiring a new one

 

 

 

Tactical Objective

  1. Re activate (or activate guests)

 

 

 

Segmentation Basis

  • All guests opted in who perform

  • Guest who didn’t do any purchase 30 days after the event Sign Up Complete where Response = Successful

  • Guest who didn’t do any purchase in the last 30 days

  • Note: purchase is defined as any recognized transaction (Online Loyalty Transaction Claimed and/or In Store Loyalty Transaction Claimed )

 

 

 

Flow Mapping

  • 4 unique mails, 4 unique push notification, welcome survey

 

 

 

 

Link

https://rbictg.atlassian.net/wiki/x/PoA5DwE

 

 

 

Incentives

A/B test incentives (offers, points, discount)

 

 

 

Technical Details

The incentives have to be activated using webhooks as they need to be personalized based on the user email

 

 

 

Success Metrics

  • Open Rate, CTO, Un-subscription rate (<1%)

  • % of activated users

  • % of retention rate

  • Conversion rate next 7 days vs control group

 

 

 

Optimization

  • Define timing according to local market frequency

  • Define timing according to RFM segmentation

 

 

 

BK CH

Message

Event

When

 

Message

Event

When

 

Welcome Email

Sign Up Complete

Day 0

 

Great Job

Purchase (Online)

 

Archive

One Purchase

 

 

 

Push to first purchase

Welcome Email +7 if no purchase

 

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