Global Pizza Chain creates single view for 70 mn customers in India and gains incremental sales | Manthan

Global Pizza Chain drives revenue up: Unified customer
view allows for personalized campaigns and offers
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ABOUT THE CLIENT

An American Pizza Chain with over 8000 stores across the globe, the pizza chain has multiple order channels – mobile app, website, phone, stores and 3rd party aggregators. Their strength is in excellent customer service, quick delivery, product innovation and strategic store locations – owned and franchisee. With increased popularity of delivery, the client was looking to enhance customer engagement through mobile app marketing across the customer lifecycle. The need was to have a unified, 3600 view of their customers across online and offline channels which would act as the bedrock for successful campaigns driving increased response rates and conversions.

SPECIFIC PROBLEMS

  • Siloed data sources leading to fragmented view of customers across channels
  • Unable to map aggregators data to customer’s orders
  • Long SLAs for ad-hoc analytics and campaign performance reporting

Attempts to unify offline and online data had failed, as past vendors specialized in only one channel.

Focuses on growth across customer lifecycle stages

ABOUT THE CLIENT

The Pizza Chain with global presence was looking to enhance customer engagement through mobile app marketing across the consumer lifecycle. The chain has multiple order channels – phone, store, mobile app and website and the foundational need was to resolve customer identities across these offline and online channels – in order to perform marketing better

SPECIFIC PROBLEMS

  • Customers were receiving inconsistent communications on different channels as marketing was operating in silos
  • Duplicate records were being created for each customer, one for each order channel
  • Client’s mobile app was under-utilized, as they had limited marketing capabilities enabled on the app

Attempts to unify offline and online data had failed, as past vendors specialized in only one channel.