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Recipes for 1:1 Journeys: Pizza Hut and Panera Bread Can Taste Their Success
The document discusses the digital marketing strategies employed by Pizza Hut and Panera Bread, focusing on enhancing the 1:1 customer experience through personalized journeys. It highlights objectives related to customer retention, engagement, and brand loyalty, along with key performance indicators (KPIs) to measure success. Key learnings emphasize the importance of testing and iterating strategies while integrating various communication channels.
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Recipes for 1:1 Journeys: Pizza Hut and Panera Bread Can Taste Their Success
- 1. Recipes for 1:1Journeys: Pizza Hut and Panera Bread Can Taste Their Success Jason LeMaster Pizza Hut Suzanne Van de Ven Panera Bread Christine Cheung Panera Bread
- 2. Recipes for 1:1 JasonLeMaster CRM & Digital Marketing Pizza Hut, Inc.
- 3. Overview • How our2015 goals shaped our transition • What we did • Where we’re going next
- 4. 2015 Focus: Driveonline conversion by identifying key moments in our customer's lifecycle to enhance 1:1 experience
- 5.
- 6. Welcome 1 Journey Welcome 2 Journey MarketingStream Poor Experience Journey Lapsed Purchaser Lapsed Open/Click O N B O A R D O N B O A R D E N G A G E R E T A I N
- 7. Meet Ben • Bensigned up for Hut Lovers at pizzahut.com • Let’s take a look at his emails…
- 8. Welcome 1 Journey Welcome 2 Journey MarketingStream Poor Experience Journey Lapsed Purchaser Lapsed Open/Click O N B O A R D O N B O A R D E N G A G E R E T A I N
- 9. ContactInbox (1) 100%ET 9:41AM Welcome Email • Convert First Purchase • Leverage the Free Cheese Stick Hook
- 10. ContactInbox (1) 100%ET 9:41AM Welcome Email • Convert First Purchase • Leverage the Free Cheese Stick Hook
- 11. ContactInbox (1) 100%ET 9:41AM Welcome Email • Convert First Purchase • Leverage the Free Cheese Stick Hook
- 12. Welcome 1 Journey Welcome 2 Journey MarketingStream Poor Experience Journey Lapsed Purchaser Lapsed Open/Click O N B O A R D O N B O A R D E N G A G E R E T A I N
- 13. Welcome 2 • BestDigital Offers • Compress Purchase Frequency Headline http://www.gmail.com
- 14. Welcome 1 Journey Welcome 2 Journey MarketingStream Poor Experience Journey Lapsed Purchaser Lapsed Open/Click O N B O A R D O N B O A R D E N G A G E R E T A I N
- 15. Marketing Stream • Personalization • Dynamic Content • Customer Segmentation
- 16. Welcome 1 Journey Welcome 2 Journey MarketingStream Poor Experience Journey Lapsed Purchaser Lapsed Open/Click O N B O A R D O N B O A R D E N G A G E R E T A I N
- 17. Lapsed Purchase • Incentivizeto prevent attrition • This program will evolve to identify the most likely offer based on behavior Headline http://www.gmail.com
- 18. Lapsed Purchase Headline http://www.gmail.com • Incentivizeto prevent attrition • This program will evolve to identify the most likely offer based on behavior
- 19. Welcome 1 Journey Welcome 2 Journey MarketingStream Poor Experience Journey Lapsed Purchaser Lapsed Open/Click O N B O A R D O N B O A R D E N G A G E R E T A I N
- 20. Poor Experience • Identifiedas one important key moment that we can leverage our channel to continue to retain these customers • Evolving into both a retention tactic and a customer service opportunity ContactInbox (1) 100%ET 9:41 AM
- 21. Welcome 1 Journey Welcome 2 Journey MarketingStream Poor Experience Journey Lapsed Purchaser Lapsed Open/Click O N B O A R D O N B O A R D E N G A G E R E T A I N
- 22. Welcome 2 Journey Whatis the best offer for each subscriber? What is the purchase cadence for each subscriber? How do we hand-hold new subscribers beyond the standard onboarding?
- 23.
- 24. 23% 23% 23% 23% 8% Control Group 2D 2D 2D 3D 3D 3D 4D 4D 4D 4D 4D 4D
- 25. Key Learnings Start smallTest everythingEngage key stakeholders early
- 26. Future Results Drive Promo Offers SocialConnectMobile Integration
- 27. Welcome 1 Journey Welcome 2 Journey LapsedPurchaser Lapsed Open/Click O N B O A R D O N B O A R D R E T A I N Marketing Stream Poor Experience Journey E N G A G E Ideal Frequency Offer Prediction Personalization
- 28. Recipes for 1:1 SuzanneVan de Ven Digital Communications Coordinator Panera Bread @scvandeven Christine Cheung Digital Communications Manager Panera Bread @CheungChristine
- 29. • Building ourjourney • Bringing our journey to life • Future vision
- 30.
- 32. Jobs that need tobe done Drive brand loyalty Moments that matter
- 33. • Start small • Define KPIs • Integration • Test – Learn – Iterate
- 34. Objectives - introductionto the loyalty program, brand education and channels KPI - drive second transaction
- 35. Objectives - brandloyalty and product trial through content KPI - repeat transactions
- 36. Objectives - recognizeattrition risks and incentivize KPI - reactivate lapsed customers
- 37. ? Objectives -listen to customer email engagement metrics KPI - increased engagement, improved deliverability
- 38.
- 40. Connecting the Dots • Core to MyPanera– 720 versions • Campaign Layout & Structure • Targeting • Optimization and Testing
- 42. Display Email SMS/Push channel|customer|message
- 43. Key Takeaways: • Test| Learn | Iterate • Identify those low hanging fruit to ideate and prioritize • Know your audience • Get the key people on board early