The meal delivery market has undergone something of a boom in recent years, with a plethora of options emerging that offer everything from home-delivered fine dining through to pre-prepared fresh meals and packaged raw produce you prepare yourself.
For ready-to-eat meal delivery service, Youfoodz, strong growth through 2014 and 2015 had been achieved through use of traditional mediums such as radio and TV. But according to CEO, Lance Giles, the company was not utilising its digital channels to their full potential. Hence it turned to customer acquisition specialist, Alley Group, who employed an end-to-end customer lifecycle strategy, leveraging existing customer data and harvesting data from second and third-party sources, to turbocharge its strategy.
Giles says Alley had been recommended by another business that had seen its work and was impressed by its strategy and execution.
“We really valued their attitude, as Youfoodz goes against the grain with our strategy and continues to set ‘unrealistic’ targets,” Giles says. “Alley turned up and said: ‘We’ll hit those targets – and more’. After a very impressive presentation, we couldn’t say no.”
The first step was to introduce Youfoodz to Alley’s fully-managed digital marketing platforms, handling everything from social through to display, with data harvested across channels to create look-a-like algorithms targeting customers that had the best chance of converting.
Giles says Alley also helped with redefining Youfoodz’s creative strategy, using non-stop testing to determine which elements gave the highest return.
“This means constantly fine-tuning our digital assets and messaging, knowing with certainty what copy and creative is most likely to convert,” Giles says. “This has been essential to our creative and marketing team, as we take these learnings and apply them offline too.