Australia’s largest QSR franchisor, Craveable Brands, has redesigned its loyalty program after identifying that 32% of its members had completed four or more purchases, but had not progressed beyond the entry-level.
Progressing from the entry-level Red tier to Silver membership gives customers up to 16 times more in customer lifetime value.
A redesign was delivered with Xenai Digital, Salesforce ANZ Partner of the Year 2025, replacing scheduled campaigns sent across the full membership base with real-time journeys triggered by individual purchase behaviour.
Christian Medina, CRM Manager at Craveable Brands, said the project centred on making the loyalty experience more relevant to where each customer was in their journey.
“We knew our customers already wanted to engage with us,” he said.
“The opportunity was making better use of our data to recognise intent and act on it. Working with Xenai Digital helped us turn those moments into more relevant customer experiences and stronger returns from our existing loyalty program.”
High success rate
Using Salesforce’s marketing and personalisation tools, Xenai identified members as they approached their upgrade threshold and responded across email, SMS, push notifications and web, based on each customer’s own purchase history.
The program converted almost one in four (24%) upgrade-ready members into the higher tier, achieving a success rate that was 3.5 times higher than originally targeted.
Pauline Pangan, CEO of Xenai Digital, said the project reflects how the business helps clients think about return on their existing customer base.
“Acquisition marketing is a bet on a stranger, and it’s priced like one,” she said.
“A customer who’s already purchased four or five times from the same brand isn’t a bet, they’re a known return.
“At Craveable, that described nearly a third of the loyalty base, sitting one step from a materially higher-value tier. Most businesses are still spending to acquire the next stranger when the higher-return move has been sitting in their own data all along.”
Xenai Digital is a Salesforce Consulting Partner with a team of more than 250 experts across Marketing Cloud, Sales Cloud, Service Cloud, Experience Cloud and Data Cloud. The firm specialises in customer experience, marketing automation and data-led transformation. Its Salesforce-native solution, Plinqx, enables organisations to integrate legacy systems with modern CRM environments.
