About this Project
Client's Business Challenge
A Major US Food Delivery Service sought to double their user engagement — by increasing sessions from 2x to 4x per week. As the company diversified into grocery delivery and other adjacent service lines, their existing infrastructure lacked the granular visibility needed to understand complex customer behaviors across multiple verticals. To scale, the organization required a unified, data-rich "Northstar" framework to align teams and drive targeted food discovery.
Our Approach
We initiated a comprehensive CRM implementation, originally starting with Aura but strategically pivoting to Salesforce Lightning Web Components (LWC) mid-deployment to future-proof the investment and ensure superior platform performance. The strategy focused on capturing granular "what, when, and how" metrics for customer purchasing habits while integrating new business lines — like grocery delivery — into a unified customer view. This data-rich foundation allowed us to deploy sophisticated targeting and retargeting models specifically designed to drive the discovery of new offerings and increase user frequency.
Value Delivered
The result was a centralized data ecosystem that transformed the platform from a simple delivery service into a data-driven discovery engine. By orienting the organization around the Northstar metric of 4 weekly sessions per target user, we achieved a 360-degree view of the customer journey across all service lines from food & grocery delivery to other related adjacencies. The technical pivot to Lightning eliminated immediate technical debt and provided the scalability required for rapid product diversification. Ultimately, these sophisticated retargeting strategies and improved UX performance led to significantly higher conversion rates and more frequent user interactions — nearly doubling revenue as a result.
Client
Major US Food Delivery Service
Engagement
Digital Marketing & Re-Targeting
Skills
What Our Clients Say
The Erin Gerald team came up to speed quickly on our business and translated our needs into a remarkable case management solution, that exceeded the feature set of the leading commercially-available platforms.
Jerry Erickson, Principal
Erickson Immigration Group
Erin Gerald has been invaluable to my company. Beyond their Digital Expertise, I found them to be incredibly insightful & resourceful business people who have clearly 'been there, done that' when it comes to launching and commercializing digital products. I'm so excited to partner with them on HealthyBites!
Kelly Burgess, Founder
HealthyBites™
Erin Gerald excelled at taking our high-level objectives and translating them into intelligent, intuitive, and compelling solutions engaged and educated our 25,000 students.
Rob Eppes, President
Junior Achievement of Delaware
Erin Gerald conceived and developed a phenomenal, personalized experience for our Career Pathways program! It was so engaging... truly beyond my expectations!
Dr. Denise Purnell Cuff, Programming & Student Support Lead
Delaware Dept. of Education
Erin Gerald brought structure and discipline to our strategic planning, front/back office, and core operations -- keeping us several steps ahead of our competition. They helped us re-imagine and modernize our end-to-end fleet management logistics, giving us full visibility into our expansive, $20MM heavy construction fleet.
Joey Corrado, CEO
Corrado Construction Company
Despite our agressive timeline and substantial scope, the Erin Gerald team developed a commercial quality solution for our Career Pathways program! It was a tremendous experience... I never wanted to put the screen down!