Online food delivery and takeaway app, Foodhub.co.uk, has doubled conversion rates to 40% while halving new customer activation times, through the deployment of insight-led customer engagement tech. So how did it do it?
Foodhub is an online portal that offers customers exclusive deals on online takeaways and food deliveries through its network of 30,000+ restaurant, takeaway and Quick Service Retail (QSR) partners in the UK. With its food ordering app, customers not only get exclusive deals, but also Foodhub doesn’t charge service fees – meaning shoppers can get even more value when ordering takeaways or food deliveries, with pricing on average 20% cheaper than other food ordering platforms.
Experiencing hypergrowth, app usage of Foodhub.co.uk has scaled quickly, up 5% globally year-on-year, it now has processed 34million transactions through its app. Foodhub’s Direct To Consumer (DTC) business is also supported by its B2B offer that helps independent restaurants and takeaways digitalise their operations, with its platform offering ordering technology, self-ordering kiosks and ordering via Google.
Customer-centricity sits at the heart of Foodhub.co.uk’s brand values, so it wanted to build customer insight and deeper levels of personalisation into its online offer to grow app usage, encourage repeat custom and encourage organic referrals to further grow its audience numbers using the app. It also wanted to support its growth aspirations to launch in the US, following the fast-growth successes already seen in the UK market.
Having undertaken a full evaluation of the martech landscape, Foodhub partnered with MoEngage due to the levels of customer-centricity its solution could afford the online food delivery app. With predictive AI-powered segmentation, which uses customer insight and behavioural data to enhance customer journeys, MoEngage allows Foodhub to power personalisation that drives app use, revenues and loyalty across mobile, email and targeted push notifications.
Leveraging the solution’s customer engagement platform, which uses machine learning and AI-powered automation to unlock insights-led analysis of consumer behaviours, Foodhub has been able to build in layers of insight to enhance CX; from the time customers spend on the app to their demographic profile, as well as customer attributes and preferences, order frequency and spend to enhance each customer’s journey.
This has also helped Foodhub speed up customer activation times, from when a customer first downloads the app to placing their first order, which has become twice as fast since implementing MoEngage, with conversion rates rising to 40% of new customers in just three weeks.
Nick Bottai, Marketing Director at Foodhub, explains: “Food is the ultimate expression of personal taste, so we wanted to ensure that each interaction we have with our customers is served up according to their personal preferences. Whether that’s messages delivered at times based on their order frequency or recommended offers derived from their order history or intent triggers, personalisation needed to be hard-baked into our offer.
“With MoEngage, we’ve seen the ability of insight-led engagement to scale this at pace, driving not just customer activation speed, but also repeat custom and organic referrals. This stands us in good stead, not just for growth in the UK, but as we look ahead to further US expansion,” he adds.
Jason Smith, VP EMEA at MoEngage, adds: “By turning customer insight into actionable marketing engagement, Foodhub is creating meaningful customer journeys that not only to improve CX and grow revenue among existing audiences, but are building new app users, future-proofing the business for rapid growth.”