[Opportunity] Complete your Menu
- Garozzo de Sobral, Wellington
- Eduardo Javier
- Ruani, Andrea
Context
Enhancing Upsell Strategies - Complete Your Menu
The "Complete your Menu" feature, currently successful in Iberia, aims to enhance the upselling capabilities within the Guest App by suggesting specific products based on the combo selected by the guest. This feature's primary motivation is to increase the average ticket value by presenting relevant add-ons at the point of purchase, thus enhancing the overall customer experience and boosting sales. The significance of addressing this opportunity lies in its potential to replicate a proven upsell strategy across other markets, leveraging the Guest App’s versatility.
Expected Outcome
Must-Haves
Suggested Product Configuration at Combo Product Level
Description: Ability to configure a list of suggested products specific to each Combo Product, ensuring the relevance of upsell suggestions.
Rationale: Maximizes upsell potential by tailoring suggestions to the exact Combo being purchased.
Business Value: High - Directly impacts average ticket value by presenting highly relevant upsell options.
Suggested Product Configuration at Product Category Level
Description: Ability to configure a list of suggested products at the Product Category level, with precedence given to specific Combo Product configurations.
Rationale: Provides a fallback mechanism for suggestions if specific Combo Product configurations are not available.
Business Value: High - Ensures there are always upsell suggestions available, enhancing the likelihood of additional purchases.
Order of Suggested Products
Description: Ability to configure and prioritize the order in which suggested products are displayed for each Combo Product or Category.
Rationale: Highlights the most relevant or profitable products first, increasing the chances of upsell conversion.
Business Value: High - Improves the effectiveness of upsell strategies by emphasizing top-performing products.
Behavior of Suggested Products in Home Delivery Orders
Description: For Home Delivery, suggested products behave as normal products in the cart, remain even if the Combo Product is removed, and can be purchased individually.
Rationale: Provides flexibility for guests, encouraging them to add more items to their cart.
Business Value: High - Enhances user experience and increases the likelihood of higher order values.
Behavior of Suggested Products in Mobile Ordering Orders
Description: For Mobile Ordering, suggested products are dependent on the Combo Product, presented as one in the cart, and removed if the Combo Product is removed. Cannot be purchased individually.
Rationale: Mobile Ordering suggested products will have lower prices in Iberia so they will not be sold individually.
Business Value: High - Streamlines the purchase process and maintains promotional structure, increasing customer satisfaction and order value.
Limits on Suggested Products for Mobile Ordering
Description: Ability to configure the maximum number of suggested products a guest can add to the cart for each Combo Product.
Rationale: Prevents Guests from abusing the lower prices of suggested products for this service mode.
Business Value: High - Maintains promotional structure, increasing order value.
Should-Haves
Flexibility of Service Modes behaviors
Description: Ability to choose the behavior for each Service Mode.
Rationale: Other markets might not want to have different behaviors for each service mode, they could want to have limits on all service modes or not, and the different behaviors should be configurable to allow flexibility.
Business Value: High - allow flexibility for other markets that have an interest in this upsell model.
Pricing Configuration for Mobile Ordering Suggested Products
Description: Price configuration for each suggested product.
Rationale: Ensures that the promotional pricing is accurately reflected and maintained.
Business Value: Medium - Maintains pricing integrity and simplifies the promotional management process.
Scenarios
SCENARIO | EXPECTED OUTCOME | USER STEPS | MARKET CONFIGURATION | COMMENTS |
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Adding Extra Items During Meal Selection | The meal and chosen extra items are added to the cart successfully. |
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| Upselling configuration | This scenario is valid for every category as the Upselling configuration is indipendent (exclude Offers and Rewards). |
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| Limiting number of upselling items
| There is no possibility to exceed the number as the design will block the button “+”. b) Possibility to link items to a meal |
Adding / reducing / removing an item in the checkout page | The system adheres to the logic defined and users are informed of the potential limitation. |
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| 2a. In case the items are not linked with the meal, it’s possible to reduce / remove them and add untul the allowed number in the same checkout page |
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| 2b. In case the items are linked, there will be the possibility to reduce/remove and the adding option until the allowed number in the “Complete your menu” page/modal because the user can access to specific products (promotional products mainly) only if linked |
| If the users remove one or more meal and the number of linked items exceed the allowed, an error message should be displayed and the user should not be allowed to move forward. |
Success Metrics
Metric Title | How to Measure: | Success Criteria: |
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% Purchasing users with an upsell |
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Upsell Take Rate %
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Avg check users with and without upsell |
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Insights
User testing
@Eduardo Javier to add here the final results
Analytics
https://app.eu.amplitude.com/analytics/share/406896002004409787294008dba7f2ef
User Research
Competitor Landscape
Designs
Guest Experience
Sanity Experience