KFC Rewards Arcade

RAPP

•Most loyalty programmes give customers dull experiences, focusing on gradually (and slooowly) collecting points or stamps for eventual redemption.

•KFC’s loyalty programme, Colonel’s Club, was no different – delivering an uninspiring experience that wasn’t driving frequency or minimising churn. •The average customer visits KFC twice a year, but the first reward wasn’t earnt until after three visits. So the programme structure was at odds with customer behaviour. •This meant Colonel’s Club only benefitted a small proportion of high-frequency customers. •We needed to spice things up and find a way to encourage more customers to visit more frequently. •We re-invented loyalty for KFC by tapping into behavioural science, understanding customer patterns through user research, and creating a ‘chicken algorithm’. •The new experience gamifies customer rewards, switching them up to be instant and fun, rather than slow and boring. •Each purchase a customer makes gives them a chance to win a reward by playing an interactive in-app arcade game. •The KFC Rewards Arcade is an immersive 3D interactive world where retro games are reimagined for the modern digital age, with a hint of urban grit and industrial edge that struts that fine line of ‘playful-cool’. •The games employ techniques that deliver ‘happy hits’, whether customers win or lose. •The results have been awesome. The number of weekly app transactions increased by 22%, the cost-per-redemption decreased by 37%, and with a 44% increase in daily app users, it’s clear chicken fans are loving the KFC Rewards Arcade.