5 minutes to read
Stardogs and PremiumBonus case:
Upsides of a detailed audience study done via polls
5 minutes to read
Stardogs is a legendary company with 30 years of history, the first Russian fast food chain that pioneered the new format and became the progenitor of the fast food industry.
As of the moment, their signature retail chain includes both branded and franchise sales points, along with hot dog stands at gas stations.
Despite their long experience at the Russian market, the company had no effective tools to collect and analyze their latest client data. PremiumBonus offered them a detailed polling of their audience as an effective solution.
After partnering with PremiumBonus
The new (for the company) high quality audience research mechanism using the CRM and a mobile app was tested and fine-tuned successfully
Up-to-date feedback was collected from both loyal guests and those who have not come back in a while
The hypothesis related to the client consumption scenarios was verified
Replenishing strategic data pertaining to the company’s TA to serve as a basis for key decisions like choosing sales points locations and adjusting their business hours
The company lacked convenient and effective audience research tools to develop the best marketing strategies.
Stardogs set a global objective: to find an effective solution for an all-encompassing update of their database with information about their target audience and collect client feedback concerning their attitudes toward the brand. They contracted PremiumBonus to do that.
“We can get the numbers from our records systems, independent of the clients. But they only tell us ‘when’ and ‘how much’, without giving us a full understanding of the ‘why’. Polling is the most suitable tool for an objective like that. Our concepts of consumers and their behaviors that exist inside the company do not necessarily match what happens in reality. We wanted the poll to solve two issues. The first was to understand why loyal clients choose Stardogs. The second was to know the reasons why they could leave us.”
Tatyana Kornienko,
Marketing and Franchising Director, Stardogs
Client base segmentation
The first and the most basic stage for any successful online research is to single out client groups the research would be focused on. For Stardogs, these included two groups of clients:
loyal clients who make purchases regularly
inactive clients who have not made any purchases in a while.
Newsletter setup
The poll newsletter implementation used two mechanics:
Push messages
The method was used for clients who have already downloaded the Stardogs mobile app and linked their loyalty card to the Wallet.
SMS messages
Clients who have not downloaded the app received their messages via SMS. To avoid widespread mistrust for messages from unknown senders, we branded our communications.
Introduction of a motivation program
We also introduced a motivation program in order to stimulate client activity. We offered a free hot dog as an incentive to participate in the poll.
loyal clients who make purchases regularly
inactive clients who have not made any purchases in a while.
Push messages
The method was used for clients who have already downloaded the Stardogs mobile app and linked their loyalty card to the Wallet.
SMS messages
Clients who have not downloaded the app received their messages via SMS. To avoid widespread mistrust for messages from unknown senders, we branded our communications.
Introduction of a motivation program
We also introduced a motivation program in order to stimulate client activity. We offered a free hot dog as an incentive to participate in the poll.
