McDonalds’ Customer Engagement Engine
ENTRANT: TRACK NZ
NOMINEE: McDonald’s
GOLD: Retail & E-commerce
This year’s Grand Prix winner is a triumph for the clever use of data gathering, profiling and customisation. While it’s been possible for some time for retailers to capture customer data and develop segmented strategies to grow customer interaction, instore behaviour and value, New Zealand’s adoption of this kind of digital intelligence has been limited. The judges were pleased to see a standout example being executed here.
As the largest player in the Quick Service Restaurant (QSR) category McDonald’s faces constant competitive pressures. They recognised that sustaining growth in an increasingly competitive and changing market would require them to increasingly leverage data and technology to drive efficiencies and incremental performance. Using data and the local launch of a global McDonald’s mobile app, they drove a shift to 1-to-1 communication and delivered provable incremental growth.
The app was essentially a shell with basic show-and-go couponing functionality, so the local team added the smarts that turned a ‘dumb’ couponing tool into a smart, personalised, growth engine.
McDonald’s built out strong data and
