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10/13/2021

Jack in the Box creates unified omnichannel view of customers

Dan Berthiaume
Senior Editor, Technology
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Jack in the Box logo
Jack in the Box is upgrading its customer data infrastructure.

A quick-service hamburger chain is taking the next step in its digital transformation strategy.

Jack in the Box Inc. is deploying the mParticle Customer Data Platform (CDP) as its customer data infrastructure and the foundation of its marketing stack. The retailer intends this technology implementation to helping deliver real-time, personalized experiences to millions of customers.

Jack in the Box serves over 10 million customers across 2,200 locations, and also engages with millions of email subscribers, mobile users, and unique website visitors each month. With a massive amount of data generated from these interactions, Jack in the Box needs a way to centralize data and create a unified view into the customer, while also ensuring of data quality, governance and compliance.

By deploying mParticle, Jack in the Box hopes to increase product agility, personalize customer interactions, and convert more customers to its “Jack Pack” membership loyalty program. Using mParticle, Jack in the Box will collect siloed customer data from multiple sources and gain better understanding of how each customer is interacting across all touchpoints, including POS, mobile and web.

The Jack in the Box marketing team can also organize collections of users into audience segments defined by certain behavioral attributes, and then deliver data to downstream social media systems such as Facebook, Google, and Snapchat, making it easier to provide personalized experiences to customers. The mParticle API provides the Jack in the Box development team with access to more than 300 out-of-the-box integrations.

Jack in the Box has been busy revamping its enterprise infrastructure. In September 2021, the retailer entered the final implementation phase of the ParTech Punchh customer loyalty, offers and engagement solution. This will enable Jack in the Box to upgrade its online ordering interface and add a loyalty program to provide an upgraded app and digital experience for customers.

The retailer will also implement a Punchh add-on coupons and promotions module that enables it to send targeted offers to customers outside of its loyalty program, supplementing the loyalty program with a more robust, holistic promotion layer.

In August 2020, the company migrated its on-premises data centers to an Amazon Web Services (AWS) cloud infrastructure, for purposes including offering new cloud-based customer experiences. The retailer is also leveraging AWS machine learning (ML) capabilities to obtain more detailed insight into customer tastes and habits for enhanced digital ordering, dining, and customer service experiences.

Moving forward, Jack in the Box is actively planning future AWS-based projects, including more accurate prediction of store-level customer traffic and optimization of service time and food costs using Amazon SageMaker, AWS’ service for building, training, and deploying ML models. 

In addition, in response to increased use of its mobile app and delivery service as customers altered their routines during the COVID-19 pandemic, Jack in the Box also plans to use Amazon Personalize, an AWS ML service for creating individualized recommendations, to present tailored suggestions on new food and beverage options and add-ons.

"Our purpose is to give people a taste of life outside the box. To achieve this vision, we must provide experiences that are highly personalized across all customer touchpoints," said Shannon Murphy, director, digital customer experience at Jack in the Box. "By using mParticle, we can provide customers with an 'unapologetically Jack' experience tailored to their specific tastes and preferences."

"Growing restaurant profits starts with delivering exceptional service to our customers," said Ryan Ostrom, chief marketing officer at Jack in the Box. "With mParticle, we have a data-driven advantage in building strong brand loyalty and creating more valuable customer relationships. These powerful data insights will give us the opportunity to convert unknown users to known loyalty members, and ultimately, high-value repeat customers."

"Quick service restaurants such as Jack in the Box need to harness their first-party data in order to deliver the personalized experiences consumers expect," said Michael Katz, CEO of mParticle. "With a complete picture of each customer, Jack in the Box can take real-time action to keep customers engaged with its brand and grow its fan following."

Based in San Diego, Jack in the Box Inc. operates and franchises more than 2,220 restaurants in 21 states.