Project: Pizza Hut Social CRM & Mobile App
Industry: Food & Beverage
The Pizza Hut Social CRM and Mobile App were designed to prepare the organization for a dynamic form of engagement to promote customer loyalty, drive sales, and ultimately, own a bigger slice of the market. Launched in June 2015, the Pizza Hut Social CRM and Mobile App include three innovative features:
- Mobile queue ticketing with Express Ticket for dine-in
- Points Sharing between friends, and
- Interactive surprise promotion e-couponing.
To drive the project, Pizza Hut’s marketing and IT teams successfully came together to work towards the common goal of injecting technology into digital marketing campaigns – a customer-centric strategy emphasizing personal interaction over transaction-only interaction with the customer.
With information gathered via the social CRM, Pizza Hut developed targeted promotions with one-on-one customer journeys generating double digital growth sales as compared to traditional media promotion. Jardine Restaurant Group also saved millions of HKD in leaflet printing and distribution after the launch. The end goal is to be more environmental-friendly by shifting printing cost to digital advertising.