Pizza
Hut, the world’s largest pizza chain with over 12,500 restaurants across
91 countries, swept the 2013 Marketing Excellence Awards and Loyalty
and Engagement Awards back-to-back with several recognitions of the
brand’s strategy to adopt innovative, effective and contemporary
marketing practices that increase customer engagement, conversation and
return on investment (ROI).
Nominated across seven Marketing Excellence categories, the brand was honoured with top awards for excellence in loyalty marketing, excellence in consumer insights and market research and excellence in data-driven marketing at the Marketing Excellence Awards held at the Pan Pacific Hotel in Singapore recently.
Pizza Hut also won gold medals for best CRM strategy and best use of consumer insights and analytics, and silver for best use of loyalty-related technology at the Loyalty and Engagement Awards held at the Parkroyal on Pickering Hotel in Singapore recently. The brand’s agency, Capillary Technologies, was also recognised as the engagement agency of the year.
“Brands must be sincere and continuously offer value to their customers,” says Juliana Lim, senior marketing director, Pizza Hut. “Loyalty should not be assumed. We need to be top-of-mind with consumers whenever they are making purchases and every demonstration of support for our brand should be valued and rewarded,” she added.
“Big Data, cloud, social and mobile technologies empower modern marketers to target and engage consumers, generate conversations and analyse results. To stay competitive and capitalise on emerging marketing trends, modern marketers need to leverage innovative technologies and marketing techniques to build better customer interactions,” Lim continued.
She added, “We are thrilled to be receiving these amazing recognitions of our intelligent customer engagement strategy, which we started two years ago with Capillary Technologies.” Through its partnership with Capillary, Pizza Hut now understands customers better and is able to personalise offers based on consumption frequencies, tastes, day parts and location preferences.
Through the automated Lifecycle Programme, Pizza Hut was able to create consumer responses across 6,000-plus customer clusters based on predicted customer behaviours to drive incremental results. The intelligent and cognitive customer data analysis ability of Capillary's system allows Pizza Hut to segment customers by purchase behaviours and match them to the right media (e-mail, mobile, direct mail, web and so forth), resulting in above average-response rates versus some of its traditional campaigns.
“We congratulate Pizza Hut on these multiple recognitions,” said Anant Choubey, regional head, Capillary Technologies Asia-Pacific. “Pizza Hut has engaged its customer base with focussed campaigns that target the right customers with the products and offers at the right times to drive incremental sales across its restaurants and delivery business,” he added.
“With our world-class solutions and expertise accumulated by working with numerous global retail brands, Capillary is helping clients to understand and respect their customers’ preferences and choices and win loyalty by tuning their marketing communications with such behavioral indicators in mind. We are also humbled to have received the best engagement agency recognition at the recent LEA event,” Choubey added.
Nominated across seven Marketing Excellence categories, the brand was honoured with top awards for excellence in loyalty marketing, excellence in consumer insights and market research and excellence in data-driven marketing at the Marketing Excellence Awards held at the Pan Pacific Hotel in Singapore recently.
Pizza Hut also won gold medals for best CRM strategy and best use of consumer insights and analytics, and silver for best use of loyalty-related technology at the Loyalty and Engagement Awards held at the Parkroyal on Pickering Hotel in Singapore recently. The brand’s agency, Capillary Technologies, was also recognised as the engagement agency of the year.
“Brands must be sincere and continuously offer value to their customers,” says Juliana Lim, senior marketing director, Pizza Hut. “Loyalty should not be assumed. We need to be top-of-mind with consumers whenever they are making purchases and every demonstration of support for our brand should be valued and rewarded,” she added.
“Big Data, cloud, social and mobile technologies empower modern marketers to target and engage consumers, generate conversations and analyse results. To stay competitive and capitalise on emerging marketing trends, modern marketers need to leverage innovative technologies and marketing techniques to build better customer interactions,” Lim continued.
She added, “We are thrilled to be receiving these amazing recognitions of our intelligent customer engagement strategy, which we started two years ago with Capillary Technologies.” Through its partnership with Capillary, Pizza Hut now understands customers better and is able to personalise offers based on consumption frequencies, tastes, day parts and location preferences.
Through the automated Lifecycle Programme, Pizza Hut was able to create consumer responses across 6,000-plus customer clusters based on predicted customer behaviours to drive incremental results. The intelligent and cognitive customer data analysis ability of Capillary's system allows Pizza Hut to segment customers by purchase behaviours and match them to the right media (e-mail, mobile, direct mail, web and so forth), resulting in above average-response rates versus some of its traditional campaigns.
“We congratulate Pizza Hut on these multiple recognitions,” said Anant Choubey, regional head, Capillary Technologies Asia-Pacific. “Pizza Hut has engaged its customer base with focussed campaigns that target the right customers with the products and offers at the right times to drive incremental sales across its restaurants and delivery business,” he added.
“With our world-class solutions and expertise accumulated by working with numerous global retail brands, Capillary is helping clients to understand and respect their customers’ preferences and choices and win loyalty by tuning their marketing communications with such behavioral indicators in mind. We are also humbled to have received the best engagement agency recognition at the recent LEA event,” Choubey added.
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