ANLY482 AY2017-18T2 Group 25 : Project Overview

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ANLY482_AY2017-18_Term_2

Description

Methodology

Sponsor Background

Chope is a Singapore-based restaurant reservation platform which connects diners to restaurants in real-time. In the past, restaurant reservations had to be made through phone calls, which could only be done during operating hours. Chope allows users to make instant reservations with zero booking or cancellation fees, with most of its revenue generated by charging restaurants fixed and per-diner fees for the use of its reservation system.

With ambitions of becoming the dominant player in the region, Chope has been rapidly expanding in recent years and now serves over 2000 restaurants in Singapore, Hong Kong, Shanghai, Beijing, Jakarta and Bangkok.

Project Motivation

With such ambitious regional plans, Chope will need to step up its marketing efforts, not just in terms of scale but also in effectiveness. At the same time, it has to protect its current market share from newer entrants.

In 2014, international player Quandoo entered the Singapore market as a direct competitor to Chope in the restaurant reservation space. Just like Chope, Quandoo also rewards diners with loyalty points for bookings and encourages diner reviews on its platform. However, one possible area that Chope has an edge over Quandoo and other newer players lies in the wealth of data it has collected on its users over the years, ever since its inception in 2011. As the incumbent, it possesses more knowledge on the characteristics and behaviour of the consumer base. The success of Chope’s expansion plans will depend on its ability to derive actionable insights from user data, which will allow them to continue creating and communicating value to consumers.

Project Objective

Currently, Chope’s restaurant reservation services are done via its website or mobile application. In addition, Chope heavily utilises Electronic Direct Mailers (EDM) to market to its user base, featuring content such as promotional deals, new restaurant additions and curated lists.

However, the current approach results in users receiving seemingly irrelevant content from the mass email marketing campaigns. This is especially pronounced in the food industry, where consumers have very varied tastes and preferences. As a result, there is a lower probability of Chope users paying attention to content that is actually relevant to them, greatly limiting the effectiveness of Chope’s EDM efforts.

In order to boost revenues, Chope hopes to improve the effectiveness of its EDM campaigns to increase the number of reservations per user from the existing user base. We believe that this can be achieved through demographic or behavioural segmentation, as well as greater personalisation.

Scope of Work

Data Cleaning/Munging Exploratory Data Analysis/Data Visualisation Data Mining