Cornish Fish & Chips: unlocking £39K through hands-free customer retention

Award-winning Cornish Fish & Chips operates Harbour Lights and Fraser’s in 3 locations across Cornwall. In September 2024, Commercial Manager Logan Fraser integrated his Vita Mojo EPOS, kiosk and online ordering with Impact Data’s digital marketing application TalkBox.

The first six months yielded fantastic results that drove a significant return on investment and, more importantly, attracted over 1300 lost customers back to the business and over £39k in revenue.

All three locations have implemented Vita Mojo EPOS, online and kiosk ordering. This rich data feeds seamlessly into TalkBox, where each customer’s behaviour is reviewed to trigger targeted automated emails, helping retain customers and drive repeat visits.

The Impact Data team know the triggers and messages that drive repeat visits and have helped Logan configure a series of automated communications that are triggered by analysing the data received from Vita Mojo.

Automations that drive repeat business

The secret behind the success? A series of smart, data-driven email journeys that brought customers back time and again. All triggered automatically through the Vita Mojo and TalkBox integration.

‘Welcome’ series

1. Thanks for joining, reminding customers of their benefits: 1 day after sign up
2. Thanks for your visit, here’s a voucher to use next time: 1 day after first visit
3. Update your preferences: 3 days after first visit

‘Retention’ series

• 1st visit return 1: No return after four weeks
• 1st visit return 2: No return after six weeks
• Multiple visits retention 1: Exceeded expected next visit date by two weeks
• Multiple visits retention 2: Exceeded expected next visit date by four weeks
• Lapsed customer retention: Not seen in 20 weeks
• Loyalty reward: Discount reward for every five visits

‘Key Dates’ series

• Birthday: Sent 7 days before a customer’s birthday
• Celebrate 6 months: Sent 6 months after a customer’s first visit
• Celebrate 12 months: Sent 12 months after a customer’s first visit

From reactivation to retention: The numbers behind the success

1336 Vouchers redeemed adding £39,126.92 in gross sales and £28,624.21 net sales after discounts. After accounting for the cost of TalkBox that equates to a whopping 1182.45% return on investment (ROI).

One of the key voucher drivers was the Birthday campaign, with 518 vouchers redeemed, representing 0.54% of total orders and generating £13,152.79 in gross sales before discounts.

The retention series drove 485 additional visits and £17,910.23 in gross sales before discounts.

101 lapsed customers (inactive for over 20 weeks) were successfully reactivated, a strong result for the business. Over the first six months of the program, this equates to an average of 18.7 reactivations per week.

TalkBox can predict when a customer is trending away and only triggers a message if they are at risk. This means that businesses aren’t cutting into margin and this result demonstrates the effectiveness of our communications in influencing customer behaviour.

Engagement rates are a critical factor in campaign success. If customers aren’t opening emails, even the best content and discounts become ineffective. With an average open rate of 39%–45%, our performance exceeds industry benchmarks, while a 14% click-through rate on automated emails is exceptionally high.

Additionally, the data highlights a positive impact on average order value (AOV). Transactions without a voucher had a gross AOV of £20.75, whereas transactions from voucher emails sent via TalkBox achieved a gross AOV of £24.71.

This indicates that, despite offering discounts, customers are spending more per transaction, another strong result for Cornish Fish & Chips.

If you’d like to learn more about how Vita Mojo and TalkBox can help you market to your customers with incredible results like these, please get in touch.