Dishing out Great Food and Exceptional Experiences

by Digital Europe

Posted on 02-06-2018

When peo­ple in Turkey are hun­gry, they call Yemek­sepeti, Turkey’s ser­vice that takes and deliv­ers more than 200,000 food orders a day on behalf of fam­i­ly and quick-ser­vice restau­rants. With almost eight mil­lion reg­is­tered users and a half a mil­lion dai­ly vis­its to its online prop­er­ties, the com­pa­ny under­stand­ably wants to make sure cus­tomers can eas­i­ly find and order the food they want through its online properties.

To deliv­er excep­tion­al cus­tomer expe­ri­ences on its web­sites and mobile apps, Yemek­sepeti need­ed to deeply under­stand its cus­tomers. The com­pa­ny turned to Adobe Ana­lyt­ics, a solu­tion with­in Adobe Ana­lyt­ics Cloud, for these insights. With Adobe Ana­lyt­ics, Yemek­sepeti can look at vis­i­tor behav­ior on its online prop­er­ties, includ­ing clicks on ban­ners, nav­i­ga­tion through its web­site or apps, and even the search terms cus­tomers use while look­ing for a restau­rant or food. This data allows the com­pa­ny to pin­point areas for improve­ment, eval­u­ate the effec­tive­ness of fea­tures, and even encour­age cus­tomers to add more items to their shop­ping basket.

Tak­ing this data-dri­ven approach has yield­ed note­wor­thy wins for the com­pa­ny. For exam­ple, it increased con­ver­sion rates by iden­ti­fy­ing top searched-for restau­rants that were not in their sys­tem and deliv­er­ing alter­na­tives. The com­pa­ny even dou­bled down on this search infor­ma­tion, using it as sales proof to encour­age those restau­rants to part­ner with the company.

Yemek­sepeti also used Ana­lyt­ics to quick­ly dis­cov­er that a new fea­ture was caus­ing first-time order rates to drop by 4 per­cent, allow­ing the com­pa­ny to quick­ly rem­e­dy the issue. And by pre­sent­ing add-on items such as bev­er­ages and desserts in just the right way at check­out, the com­pa­ny achieved a 6 per­cent add rate.

Ser­can Akkaş, Ana­lyt­ics and Opti­miza­tion Man­ag­er, Yemek­sepeti says, “Adobe Ana­lyt­ics pro­vides all of the data we need to gain mean­ing­ful cus­tomer insights—from high-lev­el traf­fic data to gran­u­lar click behav­iors.” Lever­ag­ing these insights, along with the company’s inno­v­a­tive approach toward improv­ing the cus­tomer expe­ri­ence, like­ly explains the company’s con­sis­tent 50 per­cent year-on-year growth.

Read the case study here.

Topics: Digital Transformation, analytics, catering, Customer Service, food delivery, UK, UK Exclusive, Digital EMEA