F&B Chain Case Study:

Digital Marketing Transformation Acquired 58% New Customers for SaladStop! During the Pandemic

The Scope

With the pandemic hitting businesses hard, SaladStop! had to move beyond their retail stores. In Singapore, restaurant sales were down by 67%, and for SaladStop! – store footfall drastically decreased because the usual office crowd worked from home.

Rather than sit back and wait for the situation to improve, they had to pivot the business by:

  • Promoting their delivery service as an alternative to in-store pick up
  • Diving into e-commerce, and setting up an online grocer as supermarket sales grew 74.6%
  • Establishing a cloud kitchen that brought all 4 of their brands under the same roof, together with a self-serve platform that gave them access to rich first-party customer data

With all the rapid business changes, SaladStop! came to ADA to solve these monumental challenges:

  • How do we drive more sales to our existing and new platforms?
  • How do we track and measure our performance?
  • How do we create an accurate single customer view, and how do we use that to deliver better customer experience?
  • How do we enable our in-house talent and grow their capabilities throughout our digital transformation?

Together with the client, we defined 5 key areas as a measurement of success.

target

New customer acquisition

target

Increase customer lifetime value

target

Increase marketing efficiency & productivity

target

Actionable single customer view

target

In-house talent enablement

The Transformation Journey

As a cornerstone for the project, ADA built a blueprint for digital marketing transformation success. We understood that digital transformation needed to involve the entire business. From a competitive audit and stakeholder interviews, to talent enablement and marketing technology (MarTech) implementation, every part of the business was dissected and explored, with strategies laid out to achieve 5 key areas of growth:

  • Strategy & Execution
  • Maximising Value from Technology
  • Leveraging First Party Data
  • Customer Experience
  • Upskilling In-House Talent

Starting with the customer

The pandemic had drastically altered consumer behaviour forcing us to completely redesign the customer experience to meet the new consumers’ expecations. ADA implemented both quantitative and qualitative research – including interviewing existing customers on how the pandemic had changed their lifestyle. But we didn’t just take their word for it, we also looked through multiple digital touchpoints including web analytics and social engagement, to gain better understanding of SaladStop!’s customers. A new customer journey was mapped out alongside a brand new contact strategy to onboard new customers and in parallel, grow customer lifetime value.

 

Mining actionable insights from a comprehensive data audit

First-party data is often under utilised in many businesses, seeing this as a gold mine, ADA started by digging through the data at hand to better understand the existing performance.  This was then paired with data extracted from XACT, ADA’s proprietary Data Management Platform (DMP), to include geolocation, audience interests, and other datasets to build a wholesome and accurate Single Customer View, Single Store View, and Business Overview.

A single-point reference was then built on ThinkVAL to consolidate and visualise the data. Essentially achieving what some marketers consider to be the holy grail – a single view of all their consumers.

Testing and measuring

Once the data was consolidated, it was used to drive SaladStop!’s owned channels to communicate with segmented and existing customers. It was also used to inform paid efforts to reach new customers. This is done hand-in-hand with the client where content and strategies were quickly tested, measured and optimised.

Maximising value from marketing technology

Businesses often sign-off on MarTech only to struggle later when it comes to implementing or integrating said solutions in their current operations. We took the approach of analysing SaladStop!’s existing marketing technology (MarTech) ecosystem first. Through this process we were able to derive the following recommendations:

  • Fully utilising the existing software features with tailored training by ADA
  • Proposed technology ecosystem to better deliver desired customer experience

SaladStop! was an early adopter of technology and scaled very quickly. Through this exercise, ADA identified 3 key growth areas:

  • Modular build that is good for international scaling
  • Utilising multiple specialist partners to grow together
  • Tracking and setting measurement standards
 

Enabling in-house talent

The core component to driving digital marketing transformation is the marketing talent behind the wheels. SaladStop! chose to maintain niche expertise like creative, media buying, and technology while partnering with ADA to develop and lead the overall transformation.

In this journey, ADA adopted the “Embedded to Enablement” formula where knowledge transfer sessions were conducted to strategise and build essential in-house talent skills. This was to ensure that the blueprint is maintained, and can be sustained by the business whilst improving the client’s digital marketing approach.

The Results

A full Digital Marketing Transformation helped SaladStop! survive the pandemic and the results speak for themselves.

Overall uplift in key business metrics include:

58%

increase

New Customer Acquisition

58% increase in new customers compared to pre-pandemic

23%

increase

Customer Lifetime Value

23% increase in customer lifetime value(LTV) compared to pre-pandemic

3x

increase

Click-Through Rate

3x higher click-through rate (CTR) compared to previous digital campaigns

1.7x

increase

Return on Ad Spend (ROAS)

1.7% higher return on ad spend (ROAS) compared to previous digital campaigns

40%

increase

Marketing Productivity

40% less manual work compared to before marketing technology optimization

Completed

ACTIONABLE SINGLE CUSTOMER VIEW

Fully-Connected Marketing Automation

A Deep Dive into Digital Marketing Transformation

[Webinar] Digital Marketing Transformation : From Process to Performance

Learn how SaladStop! partnered with ADA to drive their digital marketing transformation.

From initial pivots when the pandemic hit, to a 58% increase in new customers, explore the ADA blueprint for digital marketing transformation success.