The Xenai Digital-led redesign converted nearly one in four eligible members through personalised, real-time customer journeys
Craveable Brands, Australia's largest quick-service restaurant (QSR) franchisor, has redesigned its loyalty programme after identifying that nearly one in three members had completed four or more purchases without progressing to a tier worth up to 16 times more in customer lifetime value.
A review of the group's loyalty programme found that nearly one in three (32%) members had completed four or more purchases, but had not progressed beyond the entry-level Red tier to Silver membership, where customer lifetime value rises substantially.
The redesign was delivered with Xenai Digital, Salesforce ANZ Partner of the Year 2025, replacing scheduled campaigns sent across the full membership base with real-time journeys triggered by individual purchase behaviour. Using Salesforce's marketing and personalisation tools, Xenai identified members as they approached their upgrade threshold and responded across email, SMS, push notifications and web, based on each customer's own purchase history.
The programme converted almost one in four (24%) upgrade-ready members into the higher tier, achieving a success rate that was 3.5 times higher than originally targeted.
Pauline Pangan, CEO of Xenai Digital, said the project reflects how the business helps clients think about return on their existing customer base.
"Acquisition marketing is a bet on a stranger, and it's priced like one. A customer who's already purchased four or five times from the same brand isn't a bet, they're a known return," she said.
"At Craveable, that described nearly a third of the loyalty base, sitting one step from a materially higher-value tier. Most businesses are still spending to acquire the next stranger when the higher-return move has been sitting in their own data all along."
Christian Medina, CRM Manager at Craveable Brands, said the project centred on making the loyalty experience more relevant to where each customer was in their journey.
"We knew our customers already wanted to engage with us. The opportunity was making better use of our data to recognise intent and act on it. Working with Xenai Digital helped us turn those moments into more relevant customer experiences and stronger returns from our existing loyalty programme."
About Xenai Digital
Xenai Digital is a Salesforce Consulting Partner and Salesforce Partner of the Year 2025, with a team of more than 250 experts across Marketing Cloud, Sales Cloud, Service Cloud, Experience Cloud and Data Cloud. The firm specialises in customer experience, marketing automation and data-led transformation. Its Salesforce-native solution, Plinqx, enables organisations to integrate legacy systems with modern CRM environments.
