MULTICHANNEL
What is clear though is that without increasingly
interconnected systems and the visibility and flexibility that it brings, operating in an omnichannel retail world is testing even the biggest retailers. Sackman concluded: “We need to grasp this
challenge and become as digitally connected as our customers to give them a consistent experience through their journey, from product research to purchase, delivery and beyond. IT also plays a very important role as the interface across the different business departments – marketing, trading, digital, stores – to match future ambitions with our practical capabilities,” he said.
CASE STUDY — PIZZA HUT P
izza Hut is working with marketing and technology consultancy Amaze to refine its
offering by connecting its customer relationship management (CRM) strategy with its digital marketing execution. After a private equity group acquired the
330-strong franchise restaurant chain of Pizza Hut UK in 2012, the business embarked on a major programme of modernisation across all of its customer-facing channels, including its menu, restaurants and digital channels. Victoria Simpson-Clarke, head of marketing for digital and CRM at Pizza Hut UK, told R T
etail echnology that the company undertook the project in
order to “put the customer at the heart of everything”. Simpson-Clarke said the website development
was intended to not only provide standard features, such as ordering information and a restaurant locator, but to also offer new ways to engage with the brand.
24 Spring/Summer 2014
“We work with lots of licensed products, so
wanted to highlight these in places like a kid’s area,” she said. “We also wanted to facilitate a two-way
conversation with customers through social networking interaction and local deals and menu offers. So it had to be intuitive, based on the locality of anyone visiting the site.” Amaze handled the technical aspects of the
brief. The subsequent website redesign refreshed its look and feel to reflect a local presence that was also in line with its global brand. The legacy Pizza Hut brochureware site was
replaced with Microsoft .NET-based EPiServer web content management systems that offer more sophisticated data mining capabilities and enable the new website to integrate with existing CRM functionality for more personalised customer engagement. “Customers are encouraged to sign up to
loyalty schemes and email offers,” continued Simpson-Clarke. “But we wanted to tie CRM more closely to the site. It is important to know where site visits is coming from, in terms of affiliates, devices etc., and about a guest’s preferences, like if they have children for instance. “This also allows us to push out our messaging
in an integrated way, where people don’t want mass marketing communications.” The integration work has also benefitted
customers visiting the company’s restaurants, as a link into its electronic point-of-sale (EPoS) systems enables it to use the website to recommend nearby sites based on capacity according to real- time sales figures. “There’s nothing more frustrating than a queue
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