Pizza Hut Achieves Strong Incremental Growth with Capillary's Lifecycle Marketer Solutions

News provided by

Capillary Technologies

03 Oct, 2013, 03:00 GMT

SINGAPORE, October 3, 2013 /PRNewswire/ --

  • By leveraging predictive consumer behavioural intelligence and targeted time-axis campaigns, Pizza Hut attains a consistent sales growth of 5 per cent and 12X ROI from customer engagement in the last year

Capillary Technologies, a leading provider of cloud software solutions that help businesses to engage intelligently with customers through mobile, social and in-store channels, announced today that its Multi-Channel Intelligent Customer Engagement™ solution is helping Pizza Hut to improve profitability and increase store sales. Pizza Hut is the world's largest pizza chain with over 12,500 restaurants across 91 countries. In Singapore, the brand now serves over 1.1 million households defined by unique tastes, behaviours and consumption habits.

     (Logo: http://photos.prnewswire.com/prnh/20130228/599759 )

Capillary's unique solution enables Pizza Hut to break down its massive customer base into numerous clusters and micro clusters based on expressed characteristics, purchased tendencies and behavioural indicators. Resulting fact-based insights about each customer cluster feed 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 communications 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 among 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."

In comparison to Pizza Hut's former bulk promotions, automated lifecycle marketing with personalisation 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
  • Up to 6% extra sales generated every month since the program was started

The full media release can be accessed here: http://www.capillarytech.com/Press-Release-Pizza-Hut.docx 

Media Contacts
Tony Tan / Pradnyesh Kothare
Havas Worldwide Siren for Capillary Technologies
+65-6317-6709
tony@siren-communication.com
pradnyesh.kothare@havaswwsiren.com