Globally Scalable Loyalty Platform for Just Eat Takeaway.com

INFO was selected as the first partner to help Takeaway.com realize the platform on their core systems.

The challenge

Through the acquisition of Lieferando.de in 2014, Just Eat Takeaway.com inherited a points-based loyalty program, which they replicated on their platform in 2016. The program revolves around earning points by ordering food. These points can then be used to redeem offers on the loyalty platform.

After a 2-year period Takeaway.com had seen enough evidence that the program enabled them to stimulate favorable customer behavior. Customers in the program order more frequently than those that are not. Takeaway.com decided it was time to scale up the program and roll it out across the globe.

Scalable, future-proof and highly integrated

The main goal was to develop an integrated platform that was scalable worldwide. Not only in terms of hosting and traffic, but also in terms of flexibility. The system needed to form a strong base that can adapt to different situations in the future.

INFO proposed a technical approach on how to best integrate into the program’s core systems and cloud environment. They also reframed how the system should work in order to deal with an international governance structure and local differences around points, marketing, and compliance.

Looking ahead to make the right decisions

improvements-allowed-the-loyalty-team-to-control-the-flow-of-point

Through collaborative sessions, INFO created a long-term product vision with a strong emphasis on improving awareness, engagement and customer satisfaction. Apart from several usability improvements and a visual overhaul, they put a lot of work into preparing the system for those future improvements, including full integration with the main platform.

Most improvements, however, had to do with allowing the loyalty team to control the flow of point distribution and the way offers are displayed. They redesigned the CMS from scratch to improve the general ease of use and restructured features to better align with future plans.

Daily collaboration and agile product development

This is the first time Takeaway.com allowed an external party to build part of their core system. In order to do so, INFO and Takeaway.com formed a team for daily collaboration. Takeaway.com delivered a strong product owner and stakeholders were involved on a day to day basis. From there INFO delivered the new platform step by step using the Scrum methodology, combined with INFO’s regular scope governance meetings to evaluate progress.

During the development track, INFO formed the global roll-out strategy for six European countries and decided to start in France. Thanks to the strong collaboration and hard work on both sides, they went live in Q4 2020 in the first of six countries without breaking a sweat.

Tim Scheerboom, Global Director Retention Marketing – Just Eat Takeaway.com said:

The team at INFO has shown to be very capable of dealing with complex, business-critical systems in a fast-paced organization as ours. They are transparent, professional and fun to work with; a great result-driven digital partner!


About INFO

INFO is a business innovation partner. They have been helping organizations grow their business through digital innovation since 1994.

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