e-CRM

The electronic customer relationship management (e-CRM) is using digital communications technologies to maximise sales to existing customers and encourage continued usage of online services (Chaffey, 2019, p. 371).

Reach-Act-Covert-Engage model or RACE is a pratical framework designed to help marketeers manage and improve the commercial value that their organisations gain from digital marketing. (Chaffey, 2019, pp 377-378)

Reach:

So far Just Eat is currently using social media advertising such as YouTube to build awareness of their brand by showing how much restaurants they are connected to such as McDonald's and KFC. This is a key for a food delivery service as more restaurants are connected to a single service, the more likely that the consumer uses their services.

Act:

A way for Just Eat to engage their customers in their website or app is by presenting customers interesting meals near their location with high rating restaurants. The website and app is easy to use as it requires customer to login and enter their post code to easily find restaurants near their area and order.

Convert:

Just Eat can increase their conversion rate by presenting consumers restaurants with bonuses when purchasing such as stamp cards or showing restaurants with discounts if they spend a certain amount. This means that there is opportunities for customers to purchase food at a cheaper price in the future if they start purchasing now.

Engage:

Just Eat can monitor customer's food order and by using intelligent systems, Just Eat can recommend customers more restaurants that sell the products that they enjoy. More importantly if Just Eat wants to keep their customers, their delivery time must be low, preferably at least 30 minutes for the food stay hot and fresh. Stamp cards can engage the customer by purchasing delivery a few times before receiving a discount.

Overall, Just Eat has a great e-CRM strategy because consumers can get into it very quickly and by having many connected restaurants with a few bonuses, this encourage customers to keep using Just Eat's services for food delivery and using intelligent systems can keep them engage by recommending other food to not become bored with the same order.