Journeys Documentation
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 | ||||
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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)
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”
Welcome Journey
Campaign Launch Date | x |
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Campaign End Date: | Automated Journey - campaign is ongoing |
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Description | Industry standard to have onboarding flow when the guest create an account |
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Tactical Objective |
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Segmentation Basis |
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Flow Mapping |
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Link |
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Incentives | Loyalty points for survey reminder |
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Technical Details | The answers of the welcome survey have to be saved under the custom attributes:
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Success Metrics |
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Optimization |
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First Reward
Campaign Launch Date |
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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 |
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Segmentation Basis |
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Flow Mapping |
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Link | |
Incentives | No incentives |
Technical Details | Events:
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 |
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Optimization | Best sending time |
Birthday Flow
Campaign Launch Date |
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Campaign End Date: | Automated Journey - campaign is ongoing |
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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 |
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Tactical Objective |
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Segmentation Basis |
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Flow Mapping |
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Link |
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Incentives | Offer, Freebie. Loyalty Points |
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Technical Details | Events:
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": "{{${email_adress}}}"
}
POST https://euc1-prod-bk-loyalty-middleware.rbictg.com/bulk-action/hot/create-offer
x-api-key: DVHB7MrEOB1tt7M7JZOwp2dg1VMOzkvQ6ukbKF8b
x-region: ch
Content-Type: application/json
{
"email": "{{${email_address}}}",
"source": "braze-test",
"configId": "7ef0ac58-d09f-42fe-9cdb-4721331523f7",
"ruleParams": {
"startDate": "{{ "now" | date:"%F" }}",
"endDate": "{{ "now" | date:'%s' | plus:604800| date:"%F" }}"
}
} |
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Success Metrics |
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Optimization | Offer personalization |
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Dynamic Tiers
Campaign Launch Date | x |
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Campaign End Date: | Automated Journey - campaign is ongoing |
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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.
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Tactical Objective |
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Segmentation Basis |
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Flow Mapping |
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Link |
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Incentives | No incentives - advertising rewards that are currently available for the guest |
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Technical Details |
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Success Metrics |
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Optimization |
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IAM Prompt
Campaign Launch Date | x |
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Campaign End Date: | Ad Hoc Journey |
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Strategic Objective | The impact of CRM on total sales is a function of 2 variables:
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 |
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Tactical Objective |
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Segmentation Basis |
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Flow Mapping | The campaign is normally sent when the user start a new session |
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Link |
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Incentives | No incentives - advertising rewards that are currently available for the guest |
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Technical Details | If the market is using Braze Native attributes, we can use this code snip to update through a webhook
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Success Metrics |
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Optimization |
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Activation Flow - Anti Churn
Campaign Launch Date | x |
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Campaign End Date: | Automated Journey |
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Description | The flows is an automated flow that targets
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 |
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Tactical Objective |
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Segmentation Basis |
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Flow Mapping |
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Link |
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Incentives | A/B test incentives (offers, points, discount) |
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Technical Details | The incentives have to be activated using webhooks as they need to be personalized based on the user email |
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Success Metrics |
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Optimization |
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BK CH
Message | Event | When |
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Sign Up Complete | Day 0 |
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Purchase (Online) |
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One Purchase |
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Push to first purchase | Welcome Email +7 if no purchase |
| Free delivery above 45 CHF |