Developing an international rider targeting segmentation

The Need

The impact the pandemic has had on the hospitality sector has been both profound and devastating. One unforeseen beneficiary of the pandemic has been the mainstream adoption of app-based food delivery services.

1. The forced closures of restaurants, bars and cafes coupled with extended lockdowns anchoring people at home has led to an explosion in courier services.
2. In many cases traditional hospitality venues have had to partner with the services out of necessity to survive.
3. Finally, job losses and furlough schemes has made the role of a rider more attractive to overcome the economic impact of the pandemic.

To capitalise and meet the new demand presented by the pandemic our client, a leading global food delivery provider, wanted to improve their rider recruitment programme. They needed to develop a unified and international targeting strategy for rider recruitment. The challenge was that they didn’t just need to on-board new riders, but the right type of rider – people who will work peak hours at night and over the weekend.

Our Approach

Opinium conducted an international segmentation across six key markets, amongst rider prospects. The study was designed to go beyond superficial demographic targeting to provide a more in-depth understanding of individuals barriers, motivations and intended behaviour. As such the final solution brought together demographics, financial situation, wants and needs as well as their deeper psychographic values. However, to ensure the research delivered against our client’s key objective of targeting the right type of rider, likely behaviour once on-boarded was the centre-point for the segmentation.

The Outcome

The stability of the solution was striking with segments correlating between .97 and .99 across markets as diverse as Hong Kong and the UK. Opinium presented a rider marketing toolkit to each market including a reward simulator, golden questions, designed pen portraits and market specific data and analysis. The Opinium team also used market specific implementation workshops to present targeting scenarios using the toolkit to show how quickly and easily targeting strategies could be developed.

The study has helped our client to adopt a unified targeting mechanic across all markets, it has been used to develop marketing communications, media targeting decisions and has been appended to newly recruited riders to measure the effectiveness of newly implemented strategies.

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