Eat’N’Go: Enhancing Customer Engagement and ROI through Personalized SMS
Technology Category
- Networks & Connectivity - 5G
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Food & Beverage
- Transportation
Applicable Functions
- Logistics & Transportation
- Sales & Marketing
Use Cases
- Last Mile Delivery
Services
- System Integration
About The Customer
Eat’N’Go Limited is a quick service restaurant group based in Nigeria. It is the lead franchisee for three well-known US fast food brands: Domino’s Pizza, Cold Stone Creamery, and Pinkberry Frozen Yogurt. Since starting operations in 2012, the group has seen continuous growth, making it one of Nigeria’s fastest-growing companies. The business traditionally leveraged various communication channels for direct marketing purposes, primarily using SMS to send promotional messages to its two million customers with the aim of increasing in-store conversions and sales.
The Challenge
Eat’N’Go, a Nigeria-based quick service restaurant group and lead franchisee for three renowned US fast food brands, was facing a significant challenge in its customer communication strategy. The company, which had been experiencing continuous growth since its inception in 2012, primarily relied on SMS for direct marketing to its two million customers. However, they had limited information about individual customers and lacked insight into the delivery rate of their SMS messages. This lack of data resulted in a low conversion rate and increased costs, leading to a disappointing Return on Investment (ROI). The company recognized the need for a more effective communication platform to address these issues, which were negatively impacting its revenue and bottom line.
The Solution
In response to these challenges, Eat’N’Go sought a technology partner that could provide a solution to enhance its customer communication strategy. The company chose Infobip Africa, which proposed a trial of its SMS solution. Implemented in 2015, this solution immediately addressed many of Eat’N’Go's challenges. It provided valuable insights into customer behavior and preferences, enabling the company to send personalized SMS messages to customers more likely to convert. The initial success of this solution led Eat’N’Go to further improve its messaging platform. In 2019, Infobip Africa was contracted again to deploy a complete CRM system with SMS capabilities. This system provided deeper segmentation and insight into Eat’N’Go’s customer base, allowing the company to send personalized offers and promotional messages aligned with individual customers’ preferences and spending habits.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
Case Study
The Kellogg Company
Kellogg keeps a close eye on its trade spend, analyzing large volumes of data and running complex simulations to predict which promotional activities will be the most effective. Kellogg needed to decrease the trade spend but its traditional relational database on premises could not keep up with the pace of demand.
Case Study
Airport SCADA Systems Improve Service Levels
Modern airports are one of the busiest environments on Earth and rely on process automation equipment to ensure service operators achieve their KPIs. Increasingly airport SCADA systems are being used to control all aspects of the operation and associated facilities. This is because unplanned system downtime can cost dearly, both in terms of reduced revenues and the associated loss of customer satisfaction due to inevitable travel inconvenience and disruption.
Case Study
IoT-based Fleet Intelligence Innovation
Speed to market is precious for DRVR, a rapidly growing start-up company. With a business model dependent on reliable mobile data, managers were spending their lives trying to negotiate data roaming deals with mobile network operators in different countries. And, even then, service quality was a constant concern.
Case Study
HEINEKEN Uses the Cloud to Reach 10.5 Million Consumers
For 2012 campaign, the Bond promotion, it planned to launch the campaign at the same time everywhere on the planet. That created unprecedented challenges for HEINEKEN—nowhere more so than in its technology operation. The primary digital content for the campaign was a 100-megabyte movie that had to play flawlessly for millions of viewers worldwide. After all, Bond never fails. No one was going to tolerate a technology failure that might bruise his brand.Previously, HEINEKEN had supported digital media at its outsourced datacenter. But that datacenter lacked the computing resources HEINEKEN needed, and building them—especially to support peak traffic that would total millions of simultaneous hits—would have been both time-consuming and expensive. Nor would it have provided the geographic reach that HEINEKEN needed to minimize latency worldwide.
Case Study
Digitize Railway with Deutsche Bahn
To reduce maintenance costs and delay-causing failures for Deutsche Bahn. They need manual measurements by a position measurement system based on custom-made MEMS sensor clusters, which allow autonomous and continuous monitoring with wireless data transmission and long battery. They were looking for data pre-processing solution in the sensor and machine learning algorithms in the cloud so as to detect critical wear.
Case Study
Cold Chain Transportation and Refrigerated Fleet Management System
1) Create a digital connected transportation solution to retrofit cold chain trailers with real-time tracking and controls. 2) Prevent multi-million dollar losses due to theft or spoilage. 3) Deliver a digital chain-of-custody solution for door to door load monitoring and security. 4) Provide a trusted multi-fleet solution in a single application with granular data and access controls.
