Food & retail
Make every activation count.
Connecting customer data, loyalty and relevant journeys through Synerise.
Papa John's Chile
2026
Food & retail
CX, CRM & Synerise
The challenge
The project brought together the elements of a CRM and loyalty strategy: customer information, segmentation and the experiences built around them.
The approach
The work covered a data model, customer journeys, recommendations and RFM segmentation on Synerise. Strategy and activation were addressed as parts of the same customer relationship.
The outcome
A CRM and loyalty framework connected the data model with journeys, recommendations and customer segments on one platform.
Project figures and scope
5 measurement layers and 5 dashboards
The measurement framework
Base health
The actual size of the addressable customer base and the share we can reach.
Customer value
Who drives sales, frequency and average order value, and where value is lost.
Strategic segmentation
Which segments need recognition, activation or reactivation, and which should not receive discounts.
Loyalty economics
Whether Papapuntos increases frequency and value, and where accumulated points can be activated.
Performance and incrementality
Control groups distinguish communications that generate sales from those that only generate clicks.
What we decided
Before entering the roadmap, each use case must explain the problem it solves, the behaviour it aims to change and how it will be measured.
Implementation
The Synerise data model, welcome journey, recommendations, RFM segmentation and training for the CRM team.
What we learned
Measurement is the condition that makes activation defensible throughout the work.
Tell us what you have in mind.
Tell us what you want to change, what is getting in the way or what you would like to explore. We will start by understanding your context.
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