Case Study: Fast growing Peachd.com relies on Chatitive to sell and deliver daily lunches to office workers across the U.S.
In a world cluttered by delivery apps, Peach wanted to create an easy-to-use, attention-grabbing mobile messaging solution to help solve the age-old question office workers often have; “what’s for lunch?” With Chatitive, Peach found a reliable text messaging partner who could not only scale to tens of thousands of mobile text conversations with customers per day, but also made sure Peach delivered what customers want every day, in time for lunch.
Beyond the Brown Bag
Peach is a Seattle-based lunch delivery service with a goal of making lunch easier for working professionals nationwide. Peach doesn’t feed customers standard cafeteria food, but instead collaborates with local restaurants to offer the best menu options possible at affordable prices. Utilizing contextual consumer information, Peach is able to cater menu offerings to the customer’s preferences, taking dietary restrictions, past order history, and personal preferences into account. Chatitive technology listens to customers responses and learns from them, providing a customized experience for the lunch connoisseur who is more likely to receive menu options they’ll enjoy. The insights provide Peach with data that can be used to make key business decisions; including which restaurants provide the most successful partnerships, which cuisines are the most popular, and even optimized delivery routes based on order volume.
To keep engagement simple and consistent, Peach reaches customers via a daily text message campaign, sending out menu options in the morning with a deadline for ordering. Peach then receives customer orders via a reply text and delivers the meal by lunch time, alerting consumers when their meal is ready at the front desk. The quick, convenient ordering experience via mobile messages eliminates reliance on mobile applications, spammy marketing emails or onerous phone-in requests. By enabling quick-reply order functionality in the messaging screen, Peach removes the need to enter cumbersome payment details and instead streamlines the process, making buying lunch quick and easy.
From the beginning, Peach needed a way to reach busy workers that was simple, attention-grabbing and intuitive.
“It quickly became clear that texting was the most natural way to communicate with customers,” said Prerit Agarwal, COO of Peach. “But there’s a big gap between recognizing the right answer and having the technology to make it happen.”
Basing the order process on text messaging provided benefits, and challenges, to Peach. Handling the scale of tens of thousands of lunch orders per day, every day, without fail was only part of the requirement. As the primary vehicle for customer communication, Peach also wanted its messaging system to contextually understand menu preferences, record restaurant and delivery reviews and handle any live customer service issues.
“Ordering via texting is our number one distinction. No one reads marketing emails anymore. Messaging is simple. It’s a quick reply to order and it’s a daily text message that people actually pay attention to.”
That’s where Chatitive stepped in. Chatitive is a context-aware messaging platform enabling interactive consumer engagement in the most common and natural mobile medium: texting. The platform’s configurable workflows, messaging automations, campaigns, and enterprise integrations customize conversations to drive some of the industry’s highest marketing response and conversion rates.
For Peach, one of the primary needs was a solution that would just work on a consistent daily basis. From a technical standpoint, reliability and deliverability of messages was key.
“We rely almost exclusively on text messaging to send each day’s unique menu,” states Agarwal. “Making sure those messages get through to the customer and come back from the customer is our number one priority.”
But message reliability is only one part of the equation – Peach also has an extremely tight time window for operations every morning, which poses a fulfillment challenge, given the high volume of daily messages.
“Once we ensure outbound cross-carrier deliverability, sending speed becomes our next biggest concern,” said Agarwal. “Daily menu options are sent around 9am, and order cut-off is 10:30am, which leaves a 90-minute order window for customers to place their orders, at best. Given time to review and make a decision, the real effective window is only about an hour. Peach lives and dies by those daily orders, so it’s imperative all of our messages are sent and received within that very small window.”
Chatitive manages the system to ensure consistent reliability and delivery at massive scale to meet Peach’s growing daily requirements. The customer support from Chatitive helps Peach focus on their core business without dealing with unforeseen mobile carrier problems.
More Than Just Message Delivery
Solving the technical challenges of a messaging-based business was Peach’s first priority, but the company relies on Chatitive for much more than delivering daily text messages. In addition to storing numbers and facilitating mobile dialogue with customers, the Chatitive platform helps Peach send offers based on consumer preferences such as delivery addresses, daily order history, meal preferences, dietary restrictions and prior order feedback.
Chatitive enables Peach to deliver daily lunch menus influenced by consumer preferences that cater to the individual. Culling unattractive options beforehand improves the overall experience with Peach, ensuring daily menus match particular palettes or dietary restrictions.
Chatitive also enables a two-way review process where customers can give real-time feedback about food quality, order issues or the overall experience. Seeing and posting reviews without leaving the primary text messaging channel both reinforces the connection and helps Peach maintain its high engagement rates.
Chatitive helps Peach with tens of thousands of “what’s for lunch?” conversations every day, in the process making messaging a distinguishing factor, instead of a roadblock to success. “Ordering via texting is our number one distinction,” states Agarwal. “No one reads marketing emails anymore. Messaging is simple. It’s a quick reply to order and it’s a daily text message that people actually pay attention to.”
The emphasis on texting has paid off for Peach, which already has aggressive growth plans for 2020 as it rolls out service to dozens of new cities across the U.S. “Chatitive isn’t just the foundation for Peach’s consumer engagement, it allows us to focus on building the business, instead of worrying about whether the message will get through,” concludes Agarwal.