Supermarket Perimeter - August 2019 - 12

SUGGESTIVE SELLING MEETS AI

With the acquisition of Dynamic Yield,
McDonald's builds on its signiﬁcant technology investments for growth, according
to the company.
"McDonald's will utilize this decision
technology to provide an even more
personalized customer experience by
varying outdoor digital Drive Thru menu
displays to show food based on time of
day, weather, current restaurant traffic
and trending menu items. The decision
technology can also instantly suggest and
display additional items to a customer's
order based on their current selections."
That will enable McDonald's to be one of
the ﬁrst companies to integrate decision
technology into the customer point of
sale at a brick and mortar location. The
chain tested the technology in several

12 - AUGUST 2019

U.S. restaurants in 2018, and it's now
rolling it out in its U.S. restaurants on a
wider scale and has plans to expand the
use of it in its top international markets.
McDonald's will also begin work to
integrate the technology into all of its
digital customer experience touchpoints,
such as self-order kiosks and McDonald's
Global Mobile App.
Dynamic Yield's ability to meet
McDonald's customer needs, coupled
with their commitment to grow capabilities around ever-changing consumer
trends and evolving marketing technologies, allows for the continued advancement and elevation of the McDonald's
customer experience with technology
and innovation, says Steve Easterbrook,
the chain's president and chief CEO.
"Technology is a critical element of our
Velocity Growth Plan, enhancing the
experience for our customers by providing greater convenience on their terms,"
Easterbrook says. "With this acquisition, we're expanding both our ability to

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increase the role technology and data
will play in our future and the speed
with which we'll be able to implement
our vision of creating more personalized experiences for our customers."
Liad Agmon, co-founder and CEO of
Dynamic Yield, says he and his partners
started Dynamic Yield seven years ago
with the premise that customer-centric
brands must make personalization a core
activity.
"We're thrilled to be joining an iconic
global brand such as McDonald's and are
excited to innovate in ways that have a
real impact on people's daily lives." 
McDonald's recent advancements in
the tech space - including the development of McDonald's Global Mobile
App, Mobile Order and Pay, indoor and
outdoor digital menu boards and self-order kiosks - have transformed customer
experiences in and around its restaurants,
by giving customers more ways to pay
and personalize their orders to meet their
needs, according to the company.

KEN WOLTER - STOCK.ADOBE.COM

Fast food titan McDonald's made a big
investment in high-tech suggestive selling
when it acquired New York- and Tel
Aviv-based Dynamic Yield Ltd., a leader
in personalization and decision logic
technology.
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Supermarket Perimeter - August 2019

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