In this article we’ll be taking a look at:
- Why generic marketing blasts are losing effectiveness
- How purchase history improves customer targeting
- What hyper-personalised offers look like in practice
- Why timing matters in digital marketing
- How YUMBI Engage supports smarter segmentation
There was a time when sending the same promotion to every customer felt like highly effective marketing. Today, however, it does feel somewhat outdated. A bit prehistoric in fact! That’s because in an exceptionally competitive online environment, customers are becoming increasingly used to personalised experiences (think Netflix and Spotify). They expect recommendations that match their interests and habits. So when you send the same generic offer to everyone, many customers simply ignore it. That’s why hyper-personalised marketing is becoming vitally important.
Why generic blasts are losing impact
Generic promotions create three major problems.
- Customers are overwhelmed with messages every day. If an offer is not relevant, it gets ignored quickly.
- Constant discounts train customers to wait for specials instead of choosing your brand because they genuinely want it.
- Generic campaigns miss the opportunity to build stronger customer relationships.
Why purchase history matters
Most QSRs already collect valuable customer data through online ordering. By collecting this data, your customers’ purchase history will show…
- what customers buy
- when they order
- how often they order
- what they buy together
This information helps you stop guessing! Instead of sending random promotions, you can send offers that actually match customer behaviour.
How hyper-personalised offers work
A customer who regularly orders burgers should not always receive another burger discount. Instead, they could receive:
- a fries or drink add-on offer
- a reminder to reorder their favourite meal
- a reward for reaching a certain number of orders
Timing matters
If a customer orders every Friday night, sending a message on Thursday evening feels far more relevant than a random promotion during the week. Attention-to-detail is also of huge significance. For example, a vegetarian customer should definitely not receive a promotion for a meat burger. In the same vein, a family customer will more than likely respond better to bundle offers than individual meals.
This is where “micro-segmentation” becomes powerful
With tools like YUMBI, your QSR can target smaller groups more accurately and automate campaigns based on customer behaviour, providing greater relevance all-round. By understanding individual behaviour and using customer data wisely, you’ll achieve better targeting for greatly improved sales results and stronger customer relationships.