Infobip Case Studies Eat’N’Go: Enhancing Customer Engagement and ROI through Personalized SMS

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	Eat’N’Go: Enhancing Customer Engagement and ROI through Personalized SMS Infobip

Eat’N’Go: Enhancing Customer Engagement and ROI through Personalized SMS

Infobip

Technology Category	Networks & Connectivity - 5G Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries	Food & Beverage Transportation
Applicable Functions	Logistics & Transportation Sales & Marketing
Use Cases	Last Mile Delivery
Services	System Integration
Challenge	Eat’N’Go, a Nigeria-based quick service restaurant group and lead franchisee for three renowned US fast food brands, was facing a significant challenge in its customer communication strategy. The company, which had been experiencing continuous growth since its inception in 2012, primarily relied on SMS for direct marketing to its two million customers. However, they had limited information about individual customers and lacked insight into the delivery rate of their SMS messages. This lack of data resulted in a low conversion rate and increased costs, leading to a disappointing Return on Investment (ROI). The company recognized the need for a more effective communication platform to address these issues, which were negatively impacting its revenue and bottom line. Read More
About Customer	Eat’N’Go Limited is a quick service restaurant group based in Nigeria. It is the lead franchisee for three well-known US fast food brands: Domino’s Pizza, Cold Stone Creamery, and Pinkberry Frozen Yogurt. Since starting operations in 2012, the group has seen continuous growth, making it one of Nigeria’s fastest-growing companies. The business traditionally leveraged various communication channels for direct marketing purposes, primarily using SMS to send promotional messages to its two million customers with the aim of increasing in-store conversions and sales. Read More
Solution	In response to these challenges, Eat’N’Go sought a technology partner that could provide a solution to enhance its customer communication strategy. The company chose Infobip Africa, which proposed a trial of its SMS solution. Implemented in 2015, this solution immediately addressed many of Eat’N’Go's challenges. It provided valuable insights into customer behavior and preferences, enabling the company to send personalized SMS messages to customers more likely to convert. The initial success of this solution led Eat’N’Go to further improve its messaging platform. In 2019, Infobip Africa was contracted again to deploy a complete CRM system with SMS capabilities. This system provided deeper segmentation and insight into Eat’N’Go’s customer base, allowing the company to send personalized offers and promotional messages aligned with individual customers’ preferences and spending habits. Read More Log in to view content
Contents

Technology Category

Networks & Connectivity - 5G

Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Food & Beverage

Transportation

Applicable Functions

Logistics & Transportation

Sales & Marketing

Use Cases

Last Mile Delivery

Services

System Integration

Challenge

Eat’N’Go, a Nigeria-based quick service restaurant group and lead franchisee for three renowned US fast food brands, was facing a significant challenge in its customer communication strategy. The company, which had been experiencing continuous growth since its inception in 2012, primarily relied on SMS for direct marketing to its two million customers. However, they had limited information about individual customers and lacked insight into the delivery rate of their SMS messages. This lack of data resulted in a low conversion rate and increased costs, leading to a disappointing Return on Investment (ROI). The company recognized the need for a more effective communication platform to address these issues, which were negatively impacting its revenue and bottom line.

About Customer

Eat’N’Go Limited is a quick service restaurant group based in Nigeria. It is the lead franchisee for three well-known US fast food brands: Domino’s Pizza, Cold Stone Creamery, and Pinkberry Frozen Yogurt. Since starting operations in 2012, the group has seen continuous growth, making it one of Nigeria’s fastest-growing companies. The business traditionally leveraged various communication channels for direct marketing purposes, primarily using SMS to send promotional messages to its two million customers with the aim of increasing in-store conversions and sales.

Solution

In response to these challenges, Eat’N’Go sought a technology partner that could provide a solution to enhance its customer communication strategy. The company chose Infobip Africa, which proposed a trial of its SMS solution. Implemented in 2015, this solution immediately addressed many of Eat’N’Go's challenges. It provided valuable insights into customer behavior and preferences, enabling the company to send personalized SMS messages to customers more likely to convert. The initial success of this solution led Eat’N’Go to further improve its messaging platform. In 2019, Infobip Africa was contracted again to deploy a complete CRM system with SMS capabilities. This system provided deeper segmentation and insight into Eat’N’Go’s customer base, allowing the company to send personalized offers and promotional messages aligned with individual customers’ preferences and spending habits.

Impact #1	The implementation of the CRM system and SMS for Business platform revolutionized how Eat’N’Go communicates with its customers. It resulted in better conversion rates, improved ROI, and lower costs. More importantly, it enhanced the customer experience by delivering relevant messaging aligned with each customer’s unique preferences. This personalized approach to customer communication not only helped Eat’N’Go boost its revenue and profitability but also fostered stronger relationships with its customers, contributing to the company's ongoing growth and success.

Impact #1

The implementation of the CRM system and SMS for Business platform revolutionized how Eat’N’Go communicates with its customers. It resulted in better conversion rates, improved ROI, and lower costs. More importantly, it enhanced the customer experience by delivering relevant messaging aligned with each customer’s unique preferences. This personalized approach to customer communication not only helped Eat’N’Go boost its revenue and profitability but also fostered stronger relationships with its customers, contributing to the company's ongoing growth and success.

Benefit #1	50% improvement in SMS delivery rate
Benefit #2	Significant increase in conversion rates
Benefit #3	Improved Return on Investment (ROI)

Benefit #1

50% improvement in SMS delivery rate

Benefit #2

Significant increase in conversion rates

Benefit #3

Improved Return on Investment (ROI)

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Overview

Eat’N’Go: Enhancing Customer Engagement and ROI through Personalized SMS

Operational Impact

Quantitative Benefit