Giving behaviour a data-driven nudge

INSIGHTFOUNDRY

the

Technology has changed the way we live our lives

We’re ‘always on’ and we take our world

with us

We engage with thousands of pieces of

content every day

We’re generating huge volumes of data All of which helps to

define us, through our behaviours: - what we like- the brands we buy- how we use channels- what we think and feel

What does this mean for today’s brands

right place

right timeright

message

= RELEVANCE

Driving positive behaviour

Holistic view of customers

What they look like• Gender, age, life-stage (kids etc.)• Hobbies and interests, lifestyle• Socio-economic type• Geographic location

What they think and feel• Needs and values• Motivations and barriers• Attitudes and perceptions• Preferences Individual level data enables us to group customers into like-

profiled segmentsWhich in turn means we can create a content strategy for each

segment

• Channel usage• Web engagement • Social engagement• Purchasing behaviour

How they behave

Customer migration & segmentation

Using layered data to put customers into discreet

like-profiled segments

1-2-1 framework and platform

Regular segmented communications + triggered individual messaging

InterventionStrategies

Planning framework

MigrationObjectives

Customer Life-stages

prospects trialists activeaged prospects

lapsed dormant

Marketing and content calendar

Seasonal themes

Tactical and partner campaigns

Brand messaging

1-2-1 always on (behaviour driven)

Segmented Content(regular)

IndividualLevel Content

(triggered)

Slightly more affluent family groups buy infrequently – but spend the most when they buy

The data also tells us that they appear to be much more likely to buy large pizza meals in the middle of the week, specifically Wednesday’s when sales from this group peaks dramatically

Source: Dominos customer database

Data tells us…

More after school clubs happen in the middle of the week in the UK, Wednesday’s being the most popular day

Source: National statistics research

Research tells us…They have busy careers and an equally busy family to manage. Their lives are hectic!The last thing they want to do in the middle of the week is dash back from work, pick the kids up from school clubs, and franticly race home to cook.

Source: Consumer focus groups

Psychology tells us…

Behavioural insights

Infrequent buyers…but they buy a lot of pizza when they do (so they spend a lot), they don’t buy on offer (so they’re profitable)… and there are quite a lot of them (so any small increase in frequency drives a lot of revenue!)

Strategic proposition

We’re here to help you survive the week

Putting it all togetherRegular communications• Propositions and messaging driven by content calendar• Propositions vary based on segment, so different groups get discreetly different messages• Frequency and communication day also based on segment and/or propositionAlways on triggers• Next purchase• Bounce-back offer• Follow up trigger• Lapsing trigger• Birthday trigger• Offer elapse reminder• Thank you message

Segment Behaviour Product/offer Proposition Day

Meals for One

Small /medium pizza with starters

Small pizza with free starters and cookies

FA Cup Final meal deal Friday

Pizza for Two

Large pizza with few starters

Free Box Office movie with Large pizza and drink

Stay in and stay dry with a movie and meal tomorrow

Saturday

Vouchers on the side

1 or 2 pizzas with starters & offers

BOGOF pizza deal with sides and desserts

FA Cup Final meal deal Friday

Family meals Large family / pizza meals, Tues or Weds

Midweek family meal proposition

Midweek rescue service Wednesday

Two free bottles of

CokeWith every third

order where drinks previously

ordered

Two eat for the cost of

one!When 3

purchases made in the past

month

Not seen you for a

whileGet a free starter or

dessert (x days since last order)

Just to say thanks

Free pizza meal for two with

every 3rd order over £20

The commercial case proving incrementality

Set tangible customer migration objectives – which

can be benchmarked and tracked

Measure incremental revenue by ‘ring fencing’ control

groups

In other words, if you do nothing then nothing will happen!

INSIGHTFOUNDRY

the

Thanks for listening