The Challenge

Pret were launching a new payment app in the USA and they needed support to generate maximum awareness, downloads and purchases in a world of multiple established payment methods. But App download is just one barrier in the customer journey. Usage is a much tougher one.

What we did

Rewarding key behaviours above value were key to the success. So, focussing on small behavioural ‘nudges’ regularly over a longer period would provide the greatest chance of success. Having the benefit of assisting in the development of the app, we were able to have the foresight to build in preference data to better serve targeted messages. And using direct communications, we were able to build anticipation then demonstrate value and ease of use.