Case Study: Chick-fil-A Revamps Customer Messaging to Deliver Personalized Content with Help of MessageGears/BrightWave

Challenge

  • Chick-fil-A needed to redesign their newsletter to data-driven, tile-based template in order to deliver relevant, personalized messages to millions, along with supporting their Chick-fil-A One app that has developed a large community of followers.
  • They needed real-time, complete data access that allowed for meaningful use, along with a design system that allowed for the creation of dynamic content.

Solution

  • MessageGears and BrightWave formed a tight partnership with Chick-fil-A in order to understand their needs and develop a solution that would accomplish their goals. The message-design system required MessageGears and BrightWave to create complex business rules to drive the system, and a way to test the new templates.

Results

  • Chick-fil-A has a back-end program where individual owner-operators can see their customers who dine with them and send personalized messages: an invitation to an event, alert to inclement weather, or a “just because” free treat with no strings attached.
  • They can perform constantly rotating location-based tests in order to better determine which strategies to roll out to a larger audience.
  • They have content modules in their email templates that can be personalized to the end user, including to the extent of personalizing a “Congratulations on your first mobile order” module with a picture of the type of food the customer ordered.
  • Chick-fil-A has experienced marked improvements across the board:
    • 500+ email versions per deployment
    • 32 different base segments
    • 500% increase in membership
    • 20+% increase in conversion rate
    • 30% increase in click-through rate
    • 17% increase in open rate
    • Chick-fil-A won Best Retail Newsletter from Marketer Quarterly, Fall 2017

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