Background

McDonald's business was expanding online with multiple channels and growing rapidly, but it was difficult to unify data across channels, there was no unified platform for management, and the collaboration process between departments within the brand was complicated.

Enterprise needs

The original CRM system cannot meet the rapid growth of stores, own online channels, and third-party takeaway channel development

The membership data of each channel is scattered, the membership sales ratio is low, and the value of membership data needs to be explored

Single form of marketing activity rules, unable to support more flexible and rich membership marketing strategy

Solutions

Omnichannel membership data integration, covering direct stores, direct website, App, WeChat mini-program, Alipay mini-program, takeaway platform and other channels

Based on omni-channel membership data, realize the analysis of lifecycle, RFM model and the effect of marketing activities to guide membership operation strategies

Provide flexible and configurable promotion tools, realize various forms of points and vouchers promotion strategies, and provide distributed configuration interface to realize rapid market activity establishment and distribution

Provide Internet system architecture solutions, using microservices, non-relational database and other cloud computing services to support billion of consumer data and marketing activities.

Figure: Techsun Solution Diagram