Case Study: TGI Fridays achieves omnipresent personalized mobile commerce and higher conversions with NectarOM

How TGI Fridays is Using Mobile Commerce as a Driver for Digital Transformation

TGI FRIDAYS partnered with NectarOM to tackle fragmented customer data and accelerate a digital transformation centered on mobile commerce and online ordering. Facing disparate data sources and the need to personalize and localize experiences across channels, TGI FRIDAYS required a way to create unified customer profiles and drive first-time orders and reorders through timely, relevant messaging.

NectarOM built a Master Guest Profile (MGP), integrating Fridays’ owned data and digital experience tracking to power personalized use cases across app push, SMS, email and dotcom. Using targeted campaigns like a $5 first-order offer and post-submit/reorder prompts, NectarOM drove measurable lift: personalized first-order campaigns converted 3.8x higher than non-personalized, and re-order flows achieved a 35% conversion rate, increasing online orders and enabling localized recommendations and ongoing engagement.

TGI Fridays