Just Eat post-purchase AI tool 'to reward customers'

Online food delivery marketplace Just Eat Takeaway.com has followed rival Deliveroo as well as Asos, Vinted and Macy’s in adopting an AI-driven tool that aims to reward shoppers by presenting highly relevant post-purchase offers for each customer.

Provided by ecommerce firm Rokt, the technology uses both machine learning and AI to flag up the offers in the final stages of a transaction, when shoppers are most likely to convert.

Rokt’s closed marketplace leverages intelligence powered by more than 6 billion transactions across hundreds of leading ecommerce businesses, which it insists allows retailers to create a seamless customer experience while also controlling the types of offers eligible to be displayed to their customers.

Just Eat Takeaway.com operates Just Eat in the UK, Lieferando in Germany and Grubhub in the US along with restaurant and grocery delivery brands in 16 other countries, including the Netherlands, Spain, Canada and Australia, reaching a global audience of more than 82 million active customers.

As the company’s first global retail media partner, Rokt will enable endemic and non-endemic advertisers to offer relevant messages to customers on all of Just Eat Takeaway.com’s brand apps and websites.

Just Eat Takeaway.com director of retail media Rachel Gómez said: “Rokt is a respected global leader with well over a decade of experience helping brands and marketplaces like ours unlock new revenues and drive customer satisfaction and loyalty.

“[The deal] will enable advertising partners to share compelling messages that contribute to our mission to empower everyday convenience for our customers.”

Rokt vice-president of strategic partnerships Tim Crouch added: “The partnership with Just Eat Takeaway.com significantly adds to the reach of Rokt’s network, giving advertisers access to 90% of all food delivery customers in the UK and 60% of the UK population under age 40.”

Founded in Denmark and now headquartered in the UK, Just Eat has been one of the pioneers of the data-driven approach since it launched in 2001, embracing machine learning and AI virtually from the off.

It scales its data analytics capabilities and personalises its offerings using Google Cloud and ingests 250 million events per day in real-time and has increased the overall amount of data it can make available to its teams from 39 terabytes to 930 terabytes.

Last year, it appointed former John Lewis and Dixons marketing chief Claire Pointon as managing director for the UK and Ireland. Earlier this year, McCann London created the “Joy of everyday” brand platform, backed by a set of Wes Anderson-inspired furry creatures (pictured).