What do we charge?
Do not listen to comments like “industry standard”, “rule of thumb” or similar heuristics. Charge the least amount that will drive a change in customer behavior. This might take research or trials to define but the objective is to provide the customer a benefit that meets our defined needs for adoption and profitability… again, do the math.
How do we measure impact?
In the fries’ example, we could look at tactical components such as more orders with fries, larger ticket sales, or increased profit per order. We would also like to understand whether we are experiencing increased store traffic and potentially even longer-term benefits such as increased fry orders even after the offer is closed. If a simple bundle is time fenced, we can assess these questions with an understanding of our starting hypothesis and data-based analysis.
But this is a simple example. For Walmart+, how will they assess the benefit of a collaboration with Burger King. What is the Walmart benefit? What is the Burger King benefit? How will they measure? How will they share the benefit? To whom does the customer attribute the benefit? It is not enough to offer the customer a good deal, how will it be measured for business benefit across both organizations?