Overview
Marketplace Conversion helps steer guests from third-party marketplaces, like DoorDash and Uber Eats, to your first-party loyalty and ordering system. When guests order direct, they save on marketplace fees, you save on commission, and you own the relationship.
How Does It Work?
The high-level steps are:
A guest orders from a marketplace, like DoorDash or Uber Eats.
Marketplace Conversion prints an offer with a QR code, like “50% Off When You Order Direct!” from a thermal printer.
Your team staples/attaches the offer receipt to the bag.
The guest scans the QR code, taking them to a registration page with the offer.
The guest creates a loyalty account. They are now enrolled in your program, and they have the offer available for their first direct order. The system will send them an SMS message to further confirm their registration.
Later, the guest places their first direct order, using their loyalty account and marketplace reward.
At this point, the guest has converted to first-party ordering. Congratulations!
To build the habit of ordering direct, we recommend giving an additional offer for the guest’s next order. At this time, the system will automatically add the additional offer and send the guest an SMS message to let them know about it.
The guest is now enrolled in loyalty and uses your direct ordering.
Here is a visual diagram of this process:
Example Offer Print
The offer print addresses the guest by first name, presents a clear offer and large QR code to scan, along with promo messaging to drive value and urgency.
Keys to Success
Strong Initial Offer: Changing guest behavior is hard and marketplaces are convenient for guests, so they need a good reason to change.
Team Member Execution: Each order is an opportunity to convert a guest, but it only works if the slips get attached to the bag. (Besides, stapling the bag can help with food theft.)
Ongoing Guest Engagement: As soon as the guest scans the code and registers, they’re in your program! Your content will help keep them coming back.