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
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