Introduction
The client, an established business in the experimental marketing field, faced a challenge with providing their clients in the FMCG industry with access to real-time consumer insight about in-store reward and loyalty campaigns. The client provides mobile-first consumer loyalty and reward campaigns for well-established brands.
It was imperative to quickly set up the campaigns and provide their clients with meaningful and actionable insights to improve consumer sentiment about the brand.
The challenge
The client’s internal team could build amazing engagement campaigns using gamified mobi-sites, USSD, and WhatsApp. However reporting on those campaigns was a challenge since the team had to build a dashboard for every campaign, creating longer turnaround times due to longer software development times.
When the client had to serve three or more campaigns simultaneously, the team could not keep up with the laborious process of creating a dashboard and reporting tool for every campaign:
1. Client login, registration, and password management: This was built for every campaign or duplicated from previous campaigns leading to some inconsistencies in the process.
2. The dashboard, graphs, and exportable data: This had to be built for every campaign due to the difference in the insights collected, rewards given, communication sent to the consumer, and gamification applied.
3. Competition winner draws
4. Access limitation to the data for different internal and external campaign stakeholders
5. Staff Productivity
It became crucial to attend to these challenges to streamline operations, improve the stakeholders’ experience of getting insights into their brand, and improve the staff’s efficiency.
The solution
We recommended building a centralized reporting tool that allows the client’s staff to manage colleagues’ and clients’ access levels, manage mobile marketing campaign insights, and export data for reporting purposes.
We also created an internal process to allow the client’s developers through the use of APIs, to feed the reporting portal meaningful data from the consumer-facing apps they had to build.
The process
It took 4 months to build the reporting tool, integrate the third-party services, and build the internal API. We also helped the development team have automated deployment of their consumer-facing solution for faster deployment.
Once the solution was in place, we onboarded all the internal stakeholders and tested on a few reward competition campaigns.
The outcome
The client had significantly decreased the turnaround time for setting up consumer-facing loyalty and reward campaigns by more than 50%. This also allowed the client to take on more campaigns and increase revenue.
