Foodpanda’s keys to better brand experience: Empathy, gamification and seamlessness | Advertising

Model leaders throughout Asia-Pacific are making ready to collect for Campaign360 in Singapore on Could sixteenth and seventeenth to check notes on how they’re providing extra distinctive and seamless model experiences.

In a brand new period the place CMOs need to look past advertising communications to satisfy the excessive expectations of customers, methods have gotten more and more holistic in nature.

Forward of the occasion, Marketing campaign spoke with Judson Teo, Foodpanda Singapore’s head of fast commerce advertising, who will probably be talking about their efforts in participating Gen Z customers in new methods, together with gamification. 

Under are excerpts from that dialog, edited for readability and brevity.

Gen Z is a crucial shopper demographic for Foodpanda and its long-term progress plans. They’ll even have very outlined expectations round customer support and model objective. How are you reaching out to Gen Z?

Fast commerce could be very transactional. Individuals simply need ‘out and in’. So then how can we break by means of the transactional barrier and have a relationship with clients and have them determine with us?  

We created Pau-Pau, a cute panda as our model ambassador and use him in a really constant, dependable manner, which cuts throughout all shopper segments.  

However an essential factor we learn about Gen Z is that they stand for lots of social causes, be it sustainability or psychological well being consciousness. In Singapore, we observed our Gen Z customers care loads about psychological well being points and we noticed worth in shaping our communications in a manner that comforts our Gen Z customers after they see it. 

When you take a look at our TikTok and Instagram posts within the final six months, they don’t seem to be about transactional presents. These are essential too, however we selected to let our social platforms be extra about Pau-Pau regarding you. As an illustration, Pau-Pau tells you that ‘it is okay if you happen to had a busy day as a result of Foodpanda is right here for you ‘– and we’ve performed round loads with that central spirit. After we take a look at the natural feedback, we see Gen Z folks saying issues like ‘I didn’t know Foodpanda is the therapist I would like’ or ‘the good friend I would like’ and that tells us we’re speaking in the appropriate manner.  

Pau-Pau

In previous ecommerce practices, pushing gross sales to customers was tremendous essential. However for us, we’re additionally relating on the model stage that’s hooked up to psychological well-being, one of many social causes that we all know Gen Z in Singapore most deeply about.  

Gamification is one other key instrument entrepreneurs can use to have interaction Gen Z and others. How are you utilizing gamification and the way does it enable you to relate to your viewers?

There are two methods we do gamification proper now. One is Panda Rewards. You make a transaction and get factors. However we just lately launched stamp playing cards however made it engaging in Singapore by introducing prizes we knew would make our customers go loopy. So in March, we particularly manufactured gold bars with Pau-Pau on it to grow to be a restricted version grand prize if you happen to make a sure variety of transactions. Since I began in October, we’ve seen our variety of lively customers of stamp playing cards double and enhance by 100% due to the way in which we tie it along with no matter objects are scorching available in the market.  

We additionally labored with a gamification firm to cover two totally different sorts of cash: 100 silver cash every price SGD$500 and a gold coin price SGD$50,000. We held a literal treasure hunt all throughout Singapore the place clients acquired clues on their social accounts. To search out cash quicker and zoom in on their location, you may order extra on our Pandamart grocery service as a result of each single Pandamart order gave you a scratch card, which whenever you scratch and scan a QR code, unlocks a sport in your cellular app and provides you crystals (digital foreign money is essential in gamification) to change for extra clues.  

We’ve additionally hidden promo codes inside Foodpanda and Pandamart so as to add a component of enjoyable and lengthen gameplay. We ran this for a month and over the marketing campaign interval, our new clients multiplied by about 100%. This is essential to us as a result of we’re at all times considering of recent methods to draw new clients to come back to Pandamart. It’s a constructive case examine for us that gamification really can work if performed appropriately and we’ll proceed to do it down the street for Pandamart. 

How has Foodpanda modified its media combine in recent times and what classes have you ever discovered?

It is vitally regular for an ecommerce or tech firm to deal with efficiency advertising. As of at this time, it’s nonetheless essential to us.  

However when Pau-Pau was launched and since he is such a visible ingredient, we shifted our funding a bit to offline out-of-home. It is smart since Pau-Pau is a very cute and properly designed model id. Proscribing him to a small digital display screen does not do him justice. 

So over the previous few years we have been investing fairly a bit in inventive out-of-home buys and on-the-ground activations. We mainly simply take over an area and have Pau-Pau designed as a pop-up or standee and have him seem throughout the place to have folks bodily work together with him. That is fairly essential from a model perspective. 

Gastro Beats activation

Pandamart activation

So we’re balanced. Prior to now, we have been closely skewed in the direction of efficiency advertising and proper now it’s an equal stability between model advertising and efficiency advertising due to the model refresh that we’ve performed.  

How troublesome is it to foster loyalty in fast commerce classes the place everybody simply needs quick, low cost service? What are you doing to earn it?

Loyalty packages, whether or not subscriptions or stamp playing cards or gamification rewards are a small however essential portion of the larger image. 

What’s tremendous essential for us is customer support restoration. If somebody receives an order wrongly, how briskly can we resolve it? Inside Foodpanda, we monitor what we name ‘seamless orders’, which means from the second one orders to the second they obtain: What’s the time taken? Are there any lacking objects? The upper the proportion of seamless orders, the higher the re-order charge naturally. 

One other key ingredient is product navigation. While you go on Foodpanda or Pandamart, how nicely are capable of predict what you wish to discover primarily based on previous transaction knowledge? 

While you mix all of those components collectively, it’s precisely what we’re attempting to resolve. In loyalty, one half is loyalty packages, rewards and gamification and the opposite half is extra about seamless enterprise as common, however tremendous essential so customers do not feel pissed off however come again many times. So we see loyalty in a holistic manner.  

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