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Digital powers Pizza Hut’s customer experience strategy

Zafirah Salim | Feb. 22, 2016
Since customers are increasingly browsing and buying online, digital is naturally one of the key drivers of growth for Pizza Hut to satisfy their customers.

Key digital priorities

In terms of digital priorities, there are three areas that Pizza Hut is focusing on in the near term.

Firstly, the company is looking at building a centralised regional e-commerce platform. "Every Pizza Hut customer should have a similar ordering experience regardless of country. The user interface, look and feel of the site should be consistent across platforms and channels. This is an extension of our brand consistency across store assets, menu items and taste of our products," said Chan.

Pizza Hut also places a lot of importance on consumer insights. "All our decisions are insight-led and data-driven. We listen first, and act after," she added.

In line with this, Pizza Hut has launched Social Hive, a global social intelligence command centre, which consolidates different social media conversations onto a single unified platform. This round-the-clock social listening centre enables real-time monitoring of trends related to Pizza Hut, generates brand scorecards to measure brand affinity versus other F&B players, and provides valuable social sound bites to the digital and marketing team to develop dynamic user-generated content that can be integrated into different marketing activities.

Lastly, Pizza Hut is also focused on maximising its customer lifecycle, especially on customer reengagement to drive frequency and loyalty. "The key to customer relationship management is precision. Our end goal is to surprise and delight - this means giving them what they want when they least expect it," said Chan. "Targeted CRM delivers a much higher redemption rate. Tailoring offers to past purchasing behaviour minimises percentage of discount across customer segments, and delighting our customers with something extra builds brand loyalty."

Riding on the m-commerce wave

Since consumers are increasingly choosing mobile as their device of choice to browse, buy and rate a brand, Pizza Hut has adopted a mobile-first approach.

According to Chan, it is imperative to "be where the customers are". Conforming to the mobile trend, Pizza Hut has tapped into mobile messaging apps for their marketing and customer engagement needs. In certain markets, they use Line as a customer enquiry hotline as well as a hyper local store marketing approach to reach customers based on geo-locations. They also use WeChat in other markets as an extended online ordering platform and to respond to customer enquiries.

With a firm belief that mobile commerce will continue to gain popularity, Pizza Hut is working on various digital projects, such as revamping their mobile app, to enhance mobile user experience.

Chan highlights that a "frictionless user interface" is critical for consumers ordering on mobile versus desktop. With limited screen size and a vertical display, optimisation of flow and content are key. Simplification of order flow, ease of registration through social log-ins, and ease of payment through digital wallets without manual data input will soon become hygiene factors.

 

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