Case Study: Boosting Sales with an Automated Sales Funnel

FUSH is a renowned restaurant located in Christchurch, known for offering the best fish and chips in Ōtautahi. More than just a place for delicious kai, FUSH is passionately dedicated to normalising te reo Māori, making it accessible to all.

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1. Challenge:

Specific Problem:

FUSH faced a significant problem with low online orders, which hindered their ability to maximise revenue and operational efficiency.

Impact on Performance:

The low volume of online orders resulted in revenue loss and operational inefficiency. The existing process relied heavily on customers finding their online ordering platform through the restaurant's website, leading to missed opportunities for increasing sales.

Existing Process:

Before automation, FUSH handled online orders through a basic online ordering platform. Customers would place takeaway orders online and pick them up at a scheduled time. Customer engagement was minimal, as the restaurant relied on customers navigating to their website without any proactive engagement or follow-up.

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2. Solution:

Tools and Technologies Used:

• Email marketing software
• CRM system
• QR code generation tools
• Automation software to integrate all the systems

Key Components of the Automated Sales Funnel:

• Three-Tiered Offer Structure: Created a three-tiered offer structure with partial payment offers to incentivise new customers to return multiple times, thereby increasing customer retention.
  

• Personalised Emails: Used the CRM system to store customer data and preferences, enabling the creation of highly personalised emails tailored to the customer's tier level, enhancing redemption rates and building brand loyalty.
  

• Targeted Advertising: Advertised the offers to target audiences on social media, leveraging the growing database to inform Meta's targeting algorithm, thereby improving the quality of leads.
  

• Integrated Automation: Integrated personalised and automated emails, meta advertising, automation workflows, and QR code generation to streamline the entire process.

Tailoring the Solution:

The automation solution was tailored to FUSH's specific needs by customising the offers to fit the restaurant's financial model and understanding the unique brand touch points. This ensured that the communication plan was consistent with the FUSH brand's look, sound, and feel.

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3. Results:

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Measurable Outcomes:

• Achieved a 17x increase in online sales over four years.
• More than quadrupled the sales in the first year alone, all without requiring additional steps from the restaurant staff.

Specific Metrics:

• 17x increase in online sales over four years.
• 4x increase in sales in the first year.

Additional Benefits:

The automation solution provided unexpected benefits, such as enabling Anton, the business owner, to utilise a highly engaged customer database for cross-selling. This led to additional growth in FUSH's catering services, food truck, Māori consultation, and Māori video course ventures.

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