KFC Wins Back Lapsed Customers, Sees A 3X Growth In Customers Won Back

Since the start of the lockdown, a lot of people shifted toward online aggregator apps. While these apps saw a sizable jump in revenue with this shift, branded fast-food diners like KFC had to rely heavily on them to retain their customers.

To keep pace with the increasing demand for online services in India, KFC India decided to update its app. However, despite the effort, customers were observed to be interacting very little with the app. Over a period of 6 months, even everyday customers were being lost partly due to inertia and some early user experience issues. KFC India wanted to bring back lost customers to the app. Hence the KFC Winback journey began as a campaign to re-engage old KFC customers.

This case study explores how KFC utilized marketing automation to successfully win back and reactivate dormant customers, resulting in a 3X increase in the percentage of successfully won back customers.

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