Outback Steakhouse
Increasing Active Membership 40% YoY
Improving the performance of Outback Steakhouse's email and SMS programs through data analysis and deeper customer segmentation.
Stopping Attrition After a Successful E-Commerce Shift
Post-COVID, Outback Steakhouse's casual dining loyalty membership dropped despite a successful e-commerce transition. The brand needed to stop the attrition and regain momentum.
The team introduced the RFM (Recency, Frequency, Monetary) data model and integrated those segments into the programs, improving engagement and sales.
Approach
Leveraging two years of customer segmentation data and analysis, Response Labs guided strategic offer targeting for Outback Steakhouse and other brands. Beyond campaign development and deployment, the team established standard operating procedures for internal teams.
- ›Channels: Email, SMS, Push
Results
- ›Active membership increased 40% year-over-year
- ›31% of that increase came from reactivated members
- ›Total visits increased 18%
- ›Net sales from active members increased 23% over a nine-month span
Key Takeaway
Deeper segmentation and disciplined execution didn't just stop attrition, they reversed it, growing active membership while lifting visits and sales from the customers who matter most.
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Response Labs brings agency experience and operational intelligence together, turning what your strategy firm and platform hand you into campaigns that ship, perform, and prove themselves.