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Prioritising customer-targeted marketing propositions

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Prioritising customer-targeted marketing propositions

The
challenge

Supporting Wagamama to analyse a wide range of data sources, from social media engagement to point of sale, to identify the most valuable marketing channels to deliver profitability. 

The challenge


Supporting Wagamama to analyse a wide range of data sources, from social media engagement to point of sale, to identify the most valuable marketing channels to deliver profitability. 

Our Approach


Consumers’ expectations of marketing has changed. Out is the blanket, one-size-fits-all campaign. In is the highly targeted messaging based on the rich seams of customer data that any dynamic, forward-facing company needs to have and be able to use. We worked closely with the Wagamama marketing team to analyse a wide range of data sources, from social media engagement to point of sale, and everything in-between. With this analysis we created 6 customer segments, prioritised the most valuable and determined the channels that would deliver the greatest profitability.

A strategy is useless without an execution plan. We supported Wagamama in embedding the newly developed segmentations within the business. As a result, a series of short and medium-term opportunities that would quickly impact revenue across customer marketing, menu, and the in-store experience have been implemented.

Our Approach


Consumers’ expectations of marketing has changed. Out is the blanket, one-size-fits-all campaign. In is the highly targeted messaging based on the rich seams of customer data that any dynamic, forward-facing company needs to have and be able to use. We worked closely with the Wagamama marketing team to analyse a wide range of data sources, from social media engagement to point of sale, and everything in-between. With this analysis we created 6 customer segments, prioritised the most valuable and determined the channels that would deliver the greatest profitability.

A strategy is useless without an execution plan. We supported Wagamama in embedding the newly developed segmentations within the business. As a result, a series of short and medium-term opportunities that would quickly impact revenue across customer marketing, menu, and the in-store experience have been implemented.

The Outcome


  • 6 new customer segments identified.
  • Prioritised segment and channel based on profitability and feasibility.
  • Embedded new segments within the business.

The Outcome


  • 6 new customer segments identified.
  • Prioritised segment and channel based on profitability and feasibility.
  • Embedded new segments within the business.
Emma Woods, CEO, Wagamama

“They have a great ability to listen and did not presume what the answer was.”

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