How one of Australia’s leading restaurant groups transformed customer engagement into measurable loyalty growth through personalised experiences and data-driven journeys.
Customer loyalty programmes are often rich in activity but poor in progression.
Customers sign up. They purchase repeatedly. They engage with promotions. Yet many never move beyond entry-level tiers where the real value exchange begins.
For Craveable Brands, one of Australia’s largest quick service restaurant groups, this challenge became an opportunity. By partnering with Xenai Digital and leveraging Salesforce Marketing Cloud, the business reimagined how loyalty journeys could drive behaviour change, unlock higher customer lifetime value, and convert engagement into measurable commercial outcomes.
From Loyalty Participation to Loyalty Progression
Craveable Brands operates some of Australia’s most recognisable quick service restaurant brands and serves millions of customers through highly competitive, high-frequency purchase environments.
Its loyalty ecosystem was already generating strong engagement.
Customers were purchasing regularly. Membership activity remained healthy. Repeat behaviour was evident.
But there was one critical problem.
Customers were stopping just short of becoming higher-value members.
More than 31.93% of customers had already reached four or more transactions, demonstrating strong engagement and repeat purchase behaviour. Yet a significant portion of customers who were close to upgrading remained stuck in the final stage of progression.
The challenge was no longer attracting customers.
It was motivating high-intent customers to take the final action.
Without stronger personalisation, better timing, and more relevant experiences, substantial customer value remained untapped.
Designing a Loyalty Engine Around Customer Behaviour
Craveable Brands partnered with Xenai Digital to redesign the loyalty experience around customer behaviour rather than broad segmentation.
The strategy focused on one key objective:
Move customers from activity to action.
Using Salesforce Marketing Cloud and Salesforce Personalisation capabilities, Xenai Digital designed a customer-first transformation programme built around behavioural triggers, real-time engagement, and multi-channel orchestration.
Building Behaviour-Driven Journeys with Salesforce Marketing Cloud
Xenai Digital implemented targeted journeys specifically designed for customers approaching upgrade thresholds.
This included:
- Salesforce Marketing Cloud Journeys targeting customers with four or more purchases
- Multi-channel orchestration across email, SMS, push notifications, and website experiences
- Behaviour-triggered campaigns encouraging the critical fifth purchase milestone
- Voucher-led engagement mechanics designed to accelerate repeat transactions
- Personalised website experiences using dynamic homepage messaging and exit-intent interactions
- Audience segmentation models based on upgrade readiness and transaction behaviour
Instead of relying on static campaigns, the experience became adaptive.
Customers received contextual messages based on behaviour, purchase history, timing, and progression status.
This transformed loyalty from a passive rewards programme into an active conversion engine.
Creating More Valuable Customer Relationships Through Personalisation
One of the largest opportunities identified during the transformation was the gap between customer engagement and customer value.
Entry-level Red members generated approximately $30 in customer lifetime value.
Silver members generated closer to $500.
The difference was substantial.
By focusing on customers who had already demonstrated purchase intent, Craveable Brands could maximise return without significantly increasing acquisition spend.
The strategy shifted investment towards improving progression rates rather than expanding audience size.
This is where personalisation became commercially powerful.
Rather than treating every member equally, the business prioritised the moments that mattered most.
Business Impact: Turning Engagement into Commercial Outcomes
The results demonstrated what happens when customer experience, personalisation, and loyalty strategy align.
2,034 customers upgraded from Red to Silver membership
~16X higher member lifetime value unlocked
Additional outcomes included:
- 7.10% purchase rate achieved within the campaign period
- 762 customers successfully upgraded within the qualification window
- ~23.75% conversion efficiency among upgrade-ready customers
- Clear visibility into future optimisation opportunities across non-converting segments
Most importantly, the programme created a scalable framework for future loyalty growth.
The organisation now has stronger visibility into customer progression, greater personalisation capabilities, and a repeatable model for improving customer lifetime value.
Building Loyalty Systems That Scale
For many organisations, loyalty programmes focus heavily on acquisition and engagement metrics.
But sustainable growth happens when businesses optimise progression.
Craveable Brands demonstrated that customer value often already exists within the existing customer base.
The challenge is activating it.
Through Salesforce technology and Xenai Digital’s execution-focused approach, the organisation built a smarter, more responsive loyalty ecosystem that converts intent into action.
Customer Perspective
We knew there already was an appetite for customer engagement with us. It was more of how do we unlock our current martech stack to fully engage these customers. Working with Xenai is something we wanted to do as part of our relationship.
– Christian Medina, CRM Manager – Craveable Brands
Ready to Unlock More Value from Your Salesforce Investment?
Customer growth does not always require more customers.
Sometimes it requires creating better journeys for the customers you already have.
Xenai Digital helps organisations use Salesforce to build personalised customer experiences, optimise operations, and create measurable commercial outcomes.
If you are ready to turn customer engagement into customer value, let’s talk.