Cafe rewards Overview

The report focusses on a marketing campaign held during a 30-day period at a café. In this process, 3 different of offers are created. These are listed below:

a.) buy one get one (Bogo),

b.) Discount

c.) Informational

These offer details are sent to customers through various channels which are listed as:

a.) ['web', 'email', 'mobile', 'social’] abbreviated as WEMS

b.) ['email', 'mobile', 'social'] abbreviated as EMS

c.) ['web', 'email', 'mobile'] abbreviated as WEM

d.) ['web', 'email'] abbreviated as WE

There are 4 types of events associated with each customer. Some customers have only received the offer, some had viewed it, some has made transaction at the café irrespective of the offer & some have completed the offer.

After analysing the customer demographics, offer pattern & performance, the key insights & recommendations derived are listed below:

1.  The total **sales at the café were $1.78M out of which $616,623 (34.73%) were made from the offer applied** which suggest that offers are successfully adopted by the customers.
   

2.  The **Click Through rate (CTR)** is defined as number of viewed offer from received offers. CTR = No. of Viewed offer/no. of received offer. **The CTR of 75% suggest a good success rate of the promotional campaign.**
   

3.  The **WEMS performed tremendously well** as the offer sent through this channel has highest CTR & it produces maximum number of sales around $1.5 M. Hence, the café should use this channel to communicate the offers with the customers.
   

4.  Out of 17000 customers, majority **are Male (57.28%) and falls between age group of 31-60 years (44.58%).** The major income bracket for each gender is $51K – $90K per annum. Hence, the offers should be created which can attract the males & be optimum for the mentioned age group & economical according to the income group.
   

5.  The **average viewing time of an offer is 2.54 days & completion is 3.70 days** & offer with validity of 5 days gets complete faster generating more sales. Hence, **more offer with 5 days validity should be introduced to attract more customers**.
   

6.  The longer the validity of an offer longer is the time taken to complete it. Hence, strategies should be made to reduce the validity and gain more footfall.
   

7.  The **Buy one Get offer gets redeemed faster in less than 2 days** which suggests that people are more likely to have Bogo offer at a longer run. Hence, more campaigns with Buy one get should be made to have more sales.