IVE Group business Kalido has been named a recipient of the Salesforce Partner Innovation Award in the Marketing Cloud category for its work with fast food restaurant owner Craveable Brands, which operates the Red Rooster, Oporto, and Chicken Treat outlets.
Kalido is the marketing agency business owned by diversified communications group IVE, which also owns Blue Star, Webstar and Franklin Web. Kalido describes itself as a new breed of customer experience firm, building more effective consumer engagement driven by customer data, and delivered through marketing automation, digital experiences and content creation.
Kalido leveraged Salesforce Marketing Cloud to enable what is says was a customer-centric, omni-channel and automated solution for Craveable Brands.
For its innovative work, Kalido has been named a recipient of the Salesforce Partner Innovation Award in the Marketing Cloud category. The award was presented at Dreamforce 2017, the most inspiring technology event of the year and the world's largest gathering of Trailblazers.
In a highly-competitive market, Craveable brands operates 570 restaurants across its three iconic brands: Red Rooster, Oporto, and Chicken Treat. Using Salesforce Marketing Cloud, Kalido helped Craveable Brands increase traffic in-store and assisted in the successful launch of its online delivery service across its brands Red Rooster and Oporto.
[Related: Ive business Kalido receives platnium status]
In addition, Craveable was able to leverage real-time data integration with its POS and delivery GPS systems by implementing a series of omni-channel customer lifecycle journeys.
By focusing on the customer experience, Kalido has driven incremental revenue growth, as well as supported the adoption and success of the recently launched loyalty program. Results included a 600 per cent increase in online store traffic through inclusion of SMS, a 35 per cent uplift in loyalty membership sign up, a 400 per cent increase in card conversion by attaching a customer to a card, a 40 per cent increase in loyalty transactions. The Loyalty Points Balance Reminder journey campaign drove 25 per cent uplift in engagement.
The Salesforce Marketing Cloud engagement programs contributed to $9m in incremental sales, with 95 per cent of delivery customers using Tracking Order functionally, and the outlets went from 2-4 in five star customer satisfaction rating, with a 60 per cent reduction in complaints and a 300 per cent improvement in positive feedback Comments on the News
“The success we have had with Craveable brands is a testament to the importance of focusing on the customer experience,” says Joel Norton, CEO of Kalido. “By leveraging Salesforce Marketing Cloud, we have built a solution that is intelligent, customer-centric and delivers outstanding results.”
Ken Russell, head of digital marketing and strategy at Craveable Brands says, “We approached Kalido to help us overcome a number of obstacles including missed revenue opportunities through unused customer offers and loyalty program, and an incumbent communication platform. Through its work, Kalido has delivered incredible results, transforming our digital marketing and driving exceptional revenue growth.”
Kalido is one of four operating divisions at IVE, including Blue Star Group, Pareto Group (fundraising specialists- NFP sector) and IVEO (managed solutions).
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