Enhancing Mobile Order
Payments for Coffee Chains
As stores began to reopen in Canada following COVID-19 lockdown, a global coffee chain was committed to promoting a safe and familiar experience for their customers. To achieve this, the brand wanted to encourage visits to their locations using mobile order payments.
Here’s how MiQ used Time and Place solutions to help achieve this goal.
Enhancing Mobile Order
Payments for Coffee Chains
As stores began to reopen in Canada following COVID-19 lockdown, a global coffee chain was committed to promoting a safe and familiar experience for their customers. To achieve this, the brand wanted to encourage visits to their locations using mobile order payments.
Here’s how MiQ used Time and Place solutions to help achieve this goal.
As COVID-19 shifted consumer behaviors to the digital world, the coffee chain brand wanted to re-engage people via their app to promote mobile forward ordering across drive-through, in-store, and curbside. To do this, they had two main goals:
- Boost awareness for their rewards app as stores reopened following loosened COVID-19 restrictions.
- Reassess and understand customer store visit patterns in a changed landscape.
- Drive conversions through the app
In order to build brand awareness for the app, influence orders and drive visits to the store for pick-ups, we used an omnichannel Time & Place targeting approach to deliver the highest audience reach with the most impact.
We targeted video ads on premium OTT inventory towards audiences based on contextual search behaviors, audiences who visited their store or a competitor store and audiences who indexed higher for drinking coffee.
And we targeted video ads on desktop and mobile devices towards loyalists and lapsed customers using CRM data, coffee drinkers with no affinity to a brand – ‘QSR switchers’, and audiences based on contextual search behaviors.
We also targeted display ads towards audiences who visited their store or a competitor store, and retargeted display ads based on connected TV ad exposure.
Throughout the campaign we observed overall visitation and cross-visitation trends between the brand and its competitors to help us optimize, such as:
- Spikes in visitation during the afternoon which meant we could change our focus from mornings to more afternoon coffee pick-me-ups
- Increased local tourism due to global travel restrictions impacted the brand’s most visited locations which meant we could optimize budget to regions and cities with higher footfall
- Younger audiences were mainly QSR switchers with less affinity to a specific coffee brand, which allowed us to leverage demographic nuances in the campaign
We were able to show the value in an omnichannel targeting approach to influence and store visitation.
- 2.8x – Audiences were 2.8x more likely to visit a store when exposed to MiQ’s omnichannel campaign in comparison to those that were not exposed to the campaign
- 2.0x – Users were 2x more likely to visit a brand location when exposed to a Connected TV and Connected TV to digital retargeting ad
- +8% – Through the omnichannel approach, MiQ drove 8% of the visitors
“This was the first omnichannel campaign we ran with MiQ, and our team was impressed by both the performance and the insights they uncovered. Not only did the campaign prove that omnichannel drives footfall and tangible outcomes, it went above and beyond to inform our next move. As the pandemic continues to accelerate the programmatic space, it’s comforting to know we have a partner like MiQ to support us as we continue to reach audiences in new, efficient and meaningful ways.”
