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Digital & User Experience

Impactful Targeted Marketing

Project Overview
Project Overview

Loyal customers are the lifeblood of any organization. Our global quick-service restaurant client struggled to engage customers through their loyalty program and lacked accurate customer information. They ultimately wanted to drive greater customer engagement, improve their loyalty campaign ROI, and derive better insights. 

Results area

The Concord team quickly engaged to assess the loyalty program, provide a recommendation for improved ROI, and begin execution with a split resource engagement model. Using a multiprong engagement approach, our recommendation emphasized 1:1 offer seeding, push notifications, and personalized emails, all with a heavy emphasis on data-backed testing and optimization. Our architects and developers implemented Adobe Campaigns, Adobe Target, and Adobe Analytics to execute and analyze the loyalty campaign results.



We successfully executed on the loyalty improvement initiative to increase ROI and improve customer engagement:


  • Sent 352 experimental email campaigns to determine the most popular 1:1 offers.
  • Performed subject line analysis and send time analysis to find statistically significant impact on ROI per email delivered.
  • Identified the highest performing emails and achieved over $754k in ROI from just one email offer.
  • Produced total ROI of over $3.4M for the loyalty campaign. 

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