![Get More Runner-Ups
“Thank you for using ‘Easy Order!’ Get a free pizza on us when you
get 5 friends to use your referral code [Unique code] with their ‘Easy
Orders.’
Recommendation
The “Runner-Ups”
Traits
181 Customers in Segment
Last time they placed an “Easy Order” was 40 days ago on Average
Have Placed 9 Orders on Average
Spend $26 per Order on Average
Wait… I should get my
friends on this so we
can use it all the time!](https://image.slidesharecdn.com/2183d460-7270-4888-874d-04d6e1b96da6-161026161154/85/QWASI-project-13-320.jpg)
QWASI project
- 2. Agenda Domino's Analysis, Insights, & Recommendations Krispy Kreme Analysis, Insights, & Recommendations QWASI Branding Proposal Meet the Team Questions 2 1 3 4 5
- 3. Meet The Team Peter Johnson, CEO Alexandra McDonald, Managing Director Maggie Lin, Asst. Managing Director Jiayi Zhu Project Director Cheng Ren Project Director Vanessa Zapata Project Manager & Client Contact Yitian Chen Business Manager Linhan Zhang Research Director Taimur Dar Asst. Research Director Jing Xu Data Analyst Jingyi Zhu Data Analyst Ruibing Ji Market Researcher Manager Management Team Research and Analysis Team
- 5. •The most valuable “Easy Order” customers will be located in cities with young populations •The most valuable “Easy Order” customers will be in “College Towns” •Although Carryout is becoming more popular with Pizza Consumers, “Easy Order” consumers will still prefer Delivery YOUNG Easy Order Customers Hypotheses
- 6. Methodology: • Geographic Analysis • Segmentation: RFM Model • Sales Prediction Model
- 7. Top 5 “Easy Order” Revenue Cities 1. Houston, TX $3,5172 2. San Antonio, TX $2,438 3. Dallas, TX $2059 4. Atlanta, GA $1854 5. Colorado Springs, CO $1648 “Easy Order” Revenue Varies Geographically
- 8. What Does the “Easy Order” Customer Look Like? • Millennial Consumer ( Ages 18-30) • Lives in a residential area typically near a university or military base • Tech-Savvy • Loves the idea of convenience “The easier, the better”
- 9. THE TESTERS “I tried it, but….” THE VISITORS “I’m not sure if I like it ” THE SOMETIMERS “Sometimes, I use it, if I remember it is there” THE RUNNER-UPS “I use it a lot and I love it ” THE STARS “I’m a big fan of Easy-Order ” Segments Identified
- 10. Make Them “Easy-Order” Users “Thank you for using ‘Easy Order!’ Get a free 2-Liter Soda on your next purchase”Recommendation The “Testers” Traits 2162 Customers in Segment Last time they placed an “Easy Order” was 145 days ago on Average Have Placed 1 Order on Average Spend $20 per Order on Average Wow, maybe I should try it again
- 11. Make Them Loyal Customers “Thank you for your ‘Easy Order.’ Receive double the points on your next order and get closer to your free pizza!”Recommendation The “Visitors” Traits 1676 Customers in Segment Last time they placed an “Easy Order” was 54 days ago on Average Have Placed 2 Orders on Average Spend $19 per Order on Average Why not order a pizza to gain points ?
- 12. Make Them Order More Frequently “Thank you for using ‘Easy Order!’ To show you our appreciation we'd like to offer you double the points on your next 5 orders.” Recommendation The “Sometimers” Traits 608 Customers in Segment Last time they placed an “Easy Order” was 53 days ago on Average Have Placed 5 Orders on Average Spend $21 per Order on Average It sounds attractive. Ok. Let me order one now!
- 13. Get More Runner-Ups “Thank you for using ‘Easy Order!’ Get a free pizza on us when you get 5 friends to use your referral code [Unique code] with their ‘Easy Orders.’ Recommendation The “Runner-Ups” Traits 181 Customers in Segment Last time they placed an “Easy Order” was 40 days ago on Average Have Placed 9 Orders on Average Spend $26 per Order on Average Wait… I should get my friends on this so we can use it all the time!
- 14. Maintain Customer Relationships Send thank you note and give them an extra 60 points (equivalent to a free pizza) on their Pizza Profile. Recommendation The “Stars” Traits 22 Customers in Segment Last time they placed an “Easy Order” was 30 days ago on Average Have Placed 21 Orders on Average Spend $24 per Order on Average Easy Order is so great!
- 15. •Customers know how to use “Easy Order” •Continuous Promotion is not needed to make “Easy Order” successful “Easy Order” SMS Usage Hypotheses
- 16. Customer Knowledge Unrecognized keyword ERROR 1 ERROR 2 ERROR 3 23,598 successful orders from 6,283 customers No “Easy Order” saved in profile Text ordering not set up 27,906 customers made Error 2 97.78% of them never came back 26,380 customers made Error 1 97.86% of them never came back 16,769 customers made Error 3 95.36% of them never came back Business Opportunities Exist!
- 17. Unrecognized Words Customers Use • Typo • Questions • Order Changes • Full Orders • Guidance of Domino’s is unclear
- 18. Daily Sales Predictive Modeling n = 1: Jan. 1st. 2016 n = 2: Jan. 2nd.2016. Periodicity Coefficient: Mon: 0.924 Tue: 1.045 Wed: 0.944 Thu: 1.136 Fri: 1.661 Sat: 1.266 Sun: 1.156 MODEL ACCURACY: 86.5%. IMPLICATIONS: ● “Easy Order” is losing popularity ● “Easy Order” has weekly periodicity ● Friday is the most popular weekday Sales (n) = ( - 4,67052 * n + 1496.74) * Periodicity Coefficient
- 19. Conclusion✓The most valuable “Easy Order” customers will be located in cities with young populations Accepted ✓The most valuable “Easy Order” customers will be in “College Towns” Accepted ✓Although Carryout is becoming more popular with Consumers, “Easy Order” consumers will still prefer Delivery Accepted ✓Customers know how to use “Easy Order” Rejected ✓Continuous Promotion is not needed to make “Easy Order” successful Rejected
- 20. Create an instructional video for customers to learn how to use “Easy Order.” Optimize automatic reply function to make a more pleasant user experience. Eg) “Comfirm” / “Yes” Create a promotional campaign on “Easy Order” directed at college students, and people living on/near military bases. Start at the top 5 revenue cities. Final Recommendations
- 22. • The most loyal customers will be located in the Southeast Region of America. • The most loyal customers will be located in the State with the most Stores. • Customers tend to open the App at a Store Location. Loyalty Program App Hypotheses
- 23. Methodology: • Segmentation: K-Means (Grouping by location) • Cross Tabulation (Number of Customers and Orders)
- 24. South Carolina • Orders- 2,231 (1.9 Average) • Customers- 1,171 North Carolina • Orders- 2,168 (1.4 Average) • Customers- 1,570 Georgia • Orders- 1,334 (1.1 Average) • Customers- 1,192 Top States of Loyalty Program Customers based on Orders
- 25. North Carolina Winston Salem • Orders- 196 • Customers- 153 • Average order per customer- 1.28 • Average distance per city- 2.65 miles • Krispy Kreme Headquarters • Strong university presence • Central location for transition between eastern coastal plain and mountains Greenville • Orders- 206 • Customers- 99 • Average order per customer- 2.08 • Average distance per city- 4.55 miles • Strong educational presence • Highway intersection
- 26. South Carolina Florence • Orders- 1110 • Customers- 336 • Average order per customer- 3.30 • Average distance per city- 2.84 miles • Strong university presence • Efficient access from East to West
- 27. Customer & Store Locations
- 28. App Usage Distribution Based on Distance North Carolina: 4.759 miles South Carolina: 4.414 miles Georgia: 4.383 miles
- 29. Conclusion ✔ The most loyal customers will be located in the Southeast Region of America. Accepted ✔ The most loyal customers will be located in the State with the most Stores. Accepted ✔ Customers tend to open the App at a Store Location. Rejected
- 30. Select new store locations near universities, primary and secondary schools, and high traffic areas. Be able to make purchases in advance so customers don’t have to wait in line and can pick up the orders when they are ready . Since these top cities stores are all franchised, Krispy Kreme owned stores should improve management Final Recommendations
- 31. Part
- 32. Branding Ideas Logo & Tagline Positioning Ideas Webpage Ideas
- 33. Logo
- 34. Logo & Tagline ● “Intelligently Creating Loyal Customers” ● “Making All Data Actionable” ● “Real time, Real ROI” ● QWASI-meaning Tagline Ideas:Logo Opportunity: Q
- 35. Positioning Ideas Message:Voice: Placement: Move away from a technical prose style of writing and become more casual like an informative colleague. Creating innovative customer experiences using real time & existing data to create loyal customers during an age of constant behavioral changes due to technology. Have QWASI name/logo featured on client apps like Krispy Kreme or Starwood. Eg) "Powered by QWASI"
- 36. Webpage Ideas Social Media Simplification & Direction Activate Brands Promote QWASI Successes
- 37. Thank You!