LIFECYCLE & ADOPTION · Burger King Indonesia
Designing loyalty around behavior, not blanket discounts
Turned behavioral data from more than one million users into a segmented value system that increased frequency and retention.
- Role
- Digital Product Marketing Manager
- Period
- Jul 2022–Jun 2024
- My ownership
- Led loyalty and gamification GTM with product, CRM, design, engineering, and data teams; owned segmentation, messaging, and lifecycle experimentation.
THE CHALLENGE
A broad loyalty proposition treated very different customers as if they were motivated by the same reward. That made communications easy to send but less relevant to receive.
THE INSIGHT
Frequency, recency, basket behavior, and reward sensitivity revealed 11 useful customer groups. Each segment had a different reason to return, so the product story had to adapt without fragmenting the brand.
THE APPROACH
From evidence to execution.
- 01
Model real behavior
Partnered with data teams to cluster 1M+ users into 11 actionable personas based on observed purchase patterns.
- 02
Create dynamic value
Designed rewards and lifecycle messages around the next behavior each persona was most likely to adopt.
- 03
Learn in market
Used A/B tests across CRM, in-app, paid, organic, and social channels to refine message and offer combinations.
SEGMENTATION LOGIC
STRATEGIC ARTIFACT / RECONSTRUCTED
One program, different reasons to return
Routine loyalists
Reinforce habit with progress, recognition, and low-friction repeat orders.
Deal explorers
Use novelty and time-bound value to create a reason to choose Burger King now.
At-risk regulars
Acknowledge the lapse and offer a relevant path back, rather than another generic promotion.
THE OUTCOME
The combined loyalty, gamification, and lifecycle program doubled purchase frequency, improved retention by 14%, increased adoption by 33%, and contributed to 24% YoY app revenue growth.
Measurement note: Purchase frequency, retention, adoption, and app revenue were measured across the loyalty and lifecycle program, not a single campaign.
WHAT I CARRY FORWARD
Our lifecycle work improved when each segment had one observable next behavior, rather than a different promotional message for its own sake.