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THE HIGHLIGHTS

What engagement means for brands like Just Eat

The food delivery brand knows engagement depends on timing and context, and that getting these right makes the difference to business outcomes.

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Peng was responding to three trends outlined by Braze’s director of customer success, Mark Smith. The findings came from the Braze 2021 Global Customer Engagement Review, which questioned 1,300 marketing executives globally. It revealed that:

“Our job is to find the stories that connect with audiences and engage customers.”

Emily Latham, Channel 4

Peng said that for Just Eat, the principle of reaching customers where they are at different times remains fundamental to boosting engagement. This means not focusing just on mobile but remembering loyal customers will interact with a brand on desktops at work and at home or while using other technology such as Apple TV. “We want to be top of mind everywhere because when people are hungry, they want to order urgently,” he said. “Repetition of messaging is also important but without spamming. People are reading our messaging on mobile, desktop and in the papers. “We also link our campaigns to events, for example around Euro 2020 with our ‘order and win’ activity. We are using different engagement ideas such as SMS, email, in-app messaging and content cards. We call this the orchestration of the entire customer journey, and this builds engagement.” Peng added that the company understands the importance of personalisation in the food delivery space. It uses data science and purchase behaviour to predict where someone is likely to be when they order, the time of day and what type of takeaway they might choose. He explained that many of its marketing techniques are relatively traditional. This includes the loyalty programme StampCard, which takes the idea of the physical loyalty card into a digital age. Restaurants can opt in, and rewards are based on a customer ordering five times from a particular outlet and enjoying a discount on the sixth order. “The restaurants get more loyal customers,” he said. “This is all part of our daily test-and-learn approach to finding out what will appeal to customers.” Peng recently sent his entire marketing team on a test-and-learn course (known as a ‘growth hacking’). There, they were shown methods for scaling ideas that work, and quickly modifying or abandoning those that do not before too much time and money has been invested in them. So what is Just Eat’s definition of success when it comes to getting value from its marketing? Peng said that with a robust CRM strategy, the company can track engagement with different communications channels. It is also important to use control groups when measuring engagement and marketing effectiveness. He cited how Just Eat measures how active customers are, their order frequency, the email open rate and the click-to-purchase rate, as well as how many people unsubscribe. There are also secondary measures that focus more on engagement, such as how many days pass between someone’s first and second order. “My advice to other marketing teams is to prioritise, prioritise, prioritise,” he said. “Everybody has cool ideas, so evaluate and prioritise [among] all of them. CRM has evolved into what we are seeing today, and who knows what will happen – so make sure you test and learn.”■ To learn more about the basics of customer engagement metrics, and how you can use these to build a comprehensive strategy for success, read the Braze guide ‘Understanding Customer Engagement Benchmarks and Metrics’.

Click here to watch the session on demand at the Festival of Marketing

Just Eat's Nick Peng on understanding what customers really want

60% of marketers will increase their budget this year, with the top areas of investment being customer satisfaction measurements, customer engagement and mobile optimisation. Brands know they face challenges engaging customers. Some 80% of senior marketers said their teams have good or excellent customer engagement practices but 74% worry their metrics do not translate into tangible business outcomes. Only 26% of marketing leaders said their brand had a clear company-wide definition of customer engagement success. Difficulties remain in terms of breaking through in a crowded market, training marketers, adopting new technology and coordinating messages across channels.

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THE HIGHLIGHTS