Case Study: Mobile’s 14X Higher Redemption Rate vs. Email Smashing Success for New England Authentic Eats
It’s the fourth quarter and Patriots partner New England Authentic Eats is up, way up, in terms of mobile marketing gains. And with a mobile offer redemption rate that’s 14-times greater than its email marketing plays, the parent company of Papa Gino’s Pizza and D’Angelo Grilled Sandwiches plans to go deep with mobile push marketing.
Prior to hiring Mobivity In November 2018, New England Authentic Eats hadn’t tried a mobile push campaign.
Now, in September 2019, that represents a quarter of the restaurant group’s marketing mix.
Challenge: Increase customer engagement, sales
Solution: Pushed mobile offers
- More than 25,000 transactions from Nov. 2018 to Jan. 2019
- $125,000 in attributable revenue
- Mobile offers sent garnered nearly 14-times the redemption rate of the same offer sent via email
So, in addition to making mobile marketing a huge focus in Q4 in its partnership with the NFL team, New England Authentic Eats plans to gobble up more of the market with this strategy.
Mobivity’s AI-powered Recurrency campaign platform, and the platform’s “Reach” product, allowed New England Authentic Eats to build its database with customers who wanted to be contacted on their mobile devices.
“We wanted a direct line to the customer, and where the customer spent a majority of their time (very important),” says Deena McKinley, CMO, Papa Gino’s Pizza and D’Angelo Grilled Sandwiches. “We had not engaged in mobile before.”
But the company that wanted to increase customer engagement and sales did achieve those goals via pushed mobile offers. McKinley says from Nov. 2018 to Jan. 2019, Papa Gino’s Pizza and D’Angelo Grilled Sandwiches’ mobile push campaign saw more than 25,000 transactions; $125,000 in attributable revenue; nearly 14-times the redemption rate of the same offer sent via email; and 10% of all new Papa Gino’s guests were acquired via text, who are transacting more frequently than two-thirds of existing guests. And the best topping of all was Papa Gino’s subscribers had three times more visits in six months than non-subscribers, and D’Angelo visits from subscribers doubled those of non-subscribers in that same timeframe.
McKinley says all of the restaurant group’s mobile opt-ins came via this method described in the Mobivity case study of Papa Gino’s Pizza and D’Angelo Grilled Sandwiches’ “subscriber acquisition plan that engaged subscribers through primarily owned channels, such as their website, social media channels, and their email database —as well as developed an in-store marketing program to promote the campaign. Mobivity also worked with Point-of-Sale (POS) provider Toast to develop an API that captures and analyzes each transaction processed at the point-of-sale, providing insight for future campaigns.”
So SMS, MMS, and Google RBM offers go out to customers because the restaurant group is using technology described this way by Mobivity:
“Mobivity’s AI-powered Recurrency campaign platform … allows brands and franchisees to easily access all their customer data in one place. Additionally, it enables customers to identify trends and transform data into actionable insights. As a part of this platform, Reach … — the entrée for Papa Gino’s and D’Angelo Grilled Sandwiches — enabled them to send intelligent and personalized communication (right offer, to the right person, at the right time) based on past customer buying behavior and trends.”
Reach is the specific product that allows the restaurant group to send its customers personalized mobile communications. Now, New England Authentic Eats has far more Mobivity products in its martech stack. Recapture lets the company “capture unique transactional data, directly at the point-of-sale”; Receipt means the restaurant group can “print smarter communications, in-store”; Reup works to “motivate certain employee suggestions” and to see if it’s all working, Recognition will “analyze the effect these efforts have on the business.”
Asked “how big a part of your marketing mix would you say this mobile program is,” McKinley says, “a quarter of it. It is [a] significant part of [our] overall database-building strategy, and we plan to make it a huge focus in Q4, as part of our NE Patriots partnership.”
What do you think, marketers?
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