HONG KONG: Deliveroo's data-driven audience segmentation and a dedication to mapping customer engagements with the brand is paying off as it expands in Asia.

The UK food delivery start-up, which last week completed a US$275 million funding round, is expanding its presence across Asia with a hyper-local approach in markets hugely different to its European strongholds.

"The product wasn't as localised … it was very ready for a very specific type of audience in Hong Kong, and we made sure that we marketed as such," said Brian Lo, General Manager of Deliveroo in Hong Kong.

With that in mind, Deliveroo adopted a step by step strategy – cultivating a loyal group of customers in a certain target audience then expanding to a new one. Touchpoints included social media, print, experiential and outdoor with its ideal customer's daily routine in mind.

(For more, including how the company focused on quality engagements, read Warc's exclusive report: Deliveroo cracks Hong Kong with data-driven segmentation and customer experience.)

"We hit them multiple points – everywhere," Lo said. "When a customer walks out, that person most likely gets five to ten impressions."

Segmentation, driven largely by purchase data, has allowed Deliveroo to constantly refine its highly targeted campaigns. "Every single week we go through the data. We update it based on the segments we've highlighted and the purchase behaviours of the past couple of months," Lo said.

"We decide how we basically coordinate a multichannel attack on that customer to encourage them to actually come back for a purchase," he added.

Hong Kong foodies also demonstrate some very different characteristics to Deliveroo's Western markets. They have the highest demands for good customer experience globally and that meant it was critical to ensure the product and service matched expectations.

"Comparing our stats on a global service level basis, in terms of customer service call centre inbound call rates, Hong Kong is ranked top one around the world," Lo revealed.

"When you invest any single dollar on marketing – especially on the digital side, because that's where people try to actually take in information – you need to make sure that on the operations side you can always deliver," he said.

Data sourced from Warc