Outback Steakhouse
Increasing Active Membership
40% YoY
Improving the performance of Outback Steakhouse’s email and SMS campaigns through data analysis and deeper customer segmentation.

data-Driven Results
+40%
YoY active
membership increase
31%
Of increase came from
Reactivated Members
+18%
Increase in
total visits
23%
Increase in Net Sales from
Active Members
(over a 9-month span)
Converting Top Customers To Try Ordering Online
Post-COVID, our Outback Steakhouse’s casual dining loyalty membership dropped despite a successful e-commerce transition. They needed help stopping the attrition and regaining momentum.
We introduced the RFM (Recency, Frequency, Monetary) Data Model and integrated those segments into programs, improving engagement
and sales.
Approach
Leveraging two years of customer segmentation data and analysis, we guided strategic offer targeting for Outback Steakhouse and other brands. In addition to handling campaign development and deployment, we established standard operating procedures for internal teams.

Channel
• CRM: Email, SMS, Push

Response Labs has been an exceptional partner in elevating Bloomin’ Brands’ CRM, loyalty, and data strategies. Their drive for excellence, combined with their expertise and personable approach, makes them a joy to work with.

Eileen Rinkus
Loyalty & Customer Manager Lifecycle
Dine Rewards // Bloomin Brands
Results
Active membership increased by 40% year-over-year, driven largely by new and reactivated members. The program not only stopped the attrition but also attracted new enrollees.
Key Takeaway
Even when facing significant challenges, we remain committed to moving forward and achieving measurable results.

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