Pizza Hut ties up with Capillary for customer based solutions
By VJ Media Bureau | Vjmedia Works | October 07, 2013
Cloud software solutions provider Capillary leverages predictive consumer behavioral intelligence and targeted time-axis campaigns to provide Pizza Hut with a consistent sales growth of 5 per cent and 12X ROI from customer engagement.
Leading provider of cloud software solutions Capillary Technologies has announced that it has collaborated with Pizza Hut for its Multi-Channel Intelligent Customer Engagementâ„¢ solutions to improve the pizza chain's profitability and increase their store sales. Pizza Hut is the world's largest pizza chain with over 12,500 restaurants across 91 countries. In Singapore, the brand serves over 1.1 million households defined by unique tastes, behaviours and consumption habits.
Pizza Hut uses Capillary's Customer IntelligenceTM solution to incrementally capture, structure and leverage large quantities of customer data. Capillary's unique solution enables the brand to break down its massive customer base into numerous clusters and micro clusters based on expressed characteristics, purchase tendencies and behavioural indicators. Resulting fact-based insights about each customer cluster is fed into Capillary's Lifecycle MarketerTM solution where engagement programmes are designed and deployed across thousands of targeted consumer engagement workflows using campaign automation. The combination of solutions allows for seamless communication with Pizza Hut's customers across all channels - in-stores, via tele-ordering and through Pizza Hut's online portal, ensuring effective engagement no matter which channels customers choose.
Juliana Lim, Senior Marketing Director for Pizza Hut says, "We now run targeted campaigns built with intelligence around customers' preferred product categories, typical purchase times and channels of choice. Analytics-driven offers lead to more effective responses amongst both loyal as well as new users and have generated higher sales returns for us. We also leverage on Capillary's automated Lifecycle Marketer programme to preemptively engage every customer to prompt future purchases and retain their loyalty. With better knowledge on our customers, we are able to do a better job on cross-selling and up-selling to customers, increasing returns per loyal customer.â€
"Through Capillary's analytic capabilities, we can now identify our customers' responsiveness to different product segments and their repeat purchase tendencies enabling us to better design our customer engagement and product-launch campaigns, driving incremental sales and better marketing ROI for our business,†added Lim.
In comparison to Pizza Hut's former bulk promotions, automated lifecycle marketing with personalization has yielded:
• A 200% jump in average campaign hit rates across customer segments,
• A 38% improvement in Pizza Hut's customer retention rate,
• A 9% increase in customer visit/purchase frequency in just seven months, and
• Up to 6% extra sales generated every month since the program was started.
"Within the Asian markets, the restaurant and food delivery businesses are extremely saturated and dominated by a wide variety of organized retail brands plus a plethora of single and independent retail outlets. High discount margins are prevalent, consumers are prone to impulse buys and repeat business is difficult to earn and predict,†observes Anant Choubey, Vice President and Regional Head, Asia-Pacific for Capillary Technologies. "To tackle the increasing competition and difficult economic conditions, we help consumer brands transition from generic marketing campaigns aimed at a wider populations to highly segmented, targeted and personalized campaigns leveraging the best that technology can provide. Pizza Hut is one of our key customers in Singapore, and we look forward to continuing to work together to create better engagement programmes for the brand's customers.â€
Capillary offers an Intelligent Customer Engagement platform to retailers and consumer businesses - managing the entire life cycle of customer data from acquisition, analysis, insights and activations. Capillary is also leading SaaS provider of end-to-end Multi-Channel Customer Engagement, Big Data Customer Intelligence, Clienteling, Real-time Loyalty and Social CRM solutions to 150+ enterprise customers - with over 10,000 locations and 75 Million shoppers who interact with our cloud platform.
Pizza Hut uses Capillary's Customer IntelligenceTM solution to incrementally capture, structure and leverage large quantities of customer data. Capillary's unique solution enables the brand to break down its massive customer base into numerous clusters and micro clusters based on expressed characteristics, purchase tendencies and behavioural indicators. Resulting fact-based insights about each customer cluster is fed into Capillary's Lifecycle MarketerTM solution where engagement programmes are designed and deployed across thousands of targeted consumer engagement workflows using campaign automation. The combination of solutions allows for seamless communication with Pizza Hut's customers across all channels - in-stores, via tele-ordering and through Pizza Hut's online portal, ensuring effective engagement no matter which channels customers choose.
Juliana Lim, Senior Marketing Director for Pizza Hut says, "We now run targeted campaigns built with intelligence around customers' preferred product categories, typical purchase times and channels of choice. Analytics-driven offers lead to more effective responses amongst both loyal as well as new users and have generated higher sales returns for us. We also leverage on Capillary's automated Lifecycle Marketer programme to preemptively engage every customer to prompt future purchases and retain their loyalty. With better knowledge on our customers, we are able to do a better job on cross-selling and up-selling to customers, increasing returns per loyal customer.â€"Through Capillary's analytic capabilities, we can now identify our customers' responsiveness to different product segments and their repeat purchase tendencies enabling us to better design our customer engagement and product-launch campaigns, driving incremental sales and better marketing ROI for our business,†added Lim.
In comparison to Pizza Hut's former bulk promotions, automated lifecycle marketing with personalization has yielded:
• A 200% jump in average campaign hit rates across customer segments,
• A 38% improvement in Pizza Hut's customer retention rate,
• A 9% increase in customer visit/purchase frequency in just seven months, and
• Up to 6% extra sales generated every month since the program was started.
"Within the Asian markets, the restaurant and food delivery businesses are extremely saturated and dominated by a wide variety of organized retail brands plus a plethora of single and independent retail outlets. High discount margins are prevalent, consumers are prone to impulse buys and repeat business is difficult to earn and predict,†observes Anant Choubey, Vice President and Regional Head, Asia-Pacific for Capillary Technologies. "To tackle the increasing competition and difficult economic conditions, we help consumer brands transition from generic marketing campaigns aimed at a wider populations to highly segmented, targeted and personalized campaigns leveraging the best that technology can provide. Pizza Hut is one of our key customers in Singapore, and we look forward to continuing to work together to create better engagement programmes for the brand's customers.â€Capillary offers an Intelligent Customer Engagement platform to retailers and consumer businesses - managing the entire life cycle of customer data from acquisition, analysis, insights and activations. Capillary is also leading SaaS provider of end-to-end Multi-Channel Customer Engagement, Big Data Customer Intelligence, Clienteling, Real-time Loyalty and Social CRM solutions to 150+ enterprise customers - with over 10,000 locations and 75 Million shoppers who interact with our cloud platform.
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