Taiwan-based software-as-a-service (SaaS) company Appier has implemented a highly interactive and personalised marketing campaign for global fast-food chain Burger King Taiwan.

This effort has been implemented to meet the requirements of the current market. Burger King Taiwan has been consistently updating its strategies to fulfil the “new normal” in the food and beverage industry.

The fast-food chain is also working on improving its strategies to grab relevant opportunities in takeout and delivery business.

The new collaboration allows Burger King Taiwan to leverage Appier’s artificial intelligence (AI) Personalisation Cloud platform.

The platform offers a wide range of creative modules to Burger King Taiwan for creating “eye-catching” and “engaging” marketing campaigns to deliver personalised experience to its customers.

Appier said that this effort to provide personalised experience to customers helps Burger King Taiwan in driving a large number of on-site clicks as well as higher conversion rates.

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This also aligns well with several marketing goals, including consumer journeys, festive periods, new store launches, and seasonal promotions.

Using Appier’s AI-powered marketing tool, Burger King Taiwan is able to gather and analyse its customers’ online behaviour, for instance their shopping cart items and browsed product pages, to further build targeted segmentation marketing campaigns.

For instance, the SaaS company said, as soon as the AI tool detects that a particular user is leaving the site, the system will automatically show a pop-up window with a discount offer aimed at retaining the customer.

Through this approach, the company has been able to record a conversion rate of 31% by converting the retained customers into buyers.

Burger King Taiwan marketing director Karin Jiang said: “With AI data analysis and segmentation capabilities, we can develop personalised marketing strategies based on customer insights, delivering engaging and precise messages and offers to each customer, and seizing every communication touchpoint.

“Appier’s user-friendly solution, coupled with their proactive approach in proposing practical marketing strategies, has significantly enhanced marketing endeavours.

“Looking ahead, Burger King Taiwan is excited to sustain our collaboration with Appier, planning more eye-catching and customer-centric marketing campaigns, fostering website interaction and conversions, and strengthening our customer loyalty relationships.”