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Pizza Hut

Membership Data Analytics
Member Profile & Identity Management
Website

Challenge

Pizza Hut Hong Kong faced declining sales following the social movement protests that started in June 2019, impacting malls and restaurants, and affecting customer spending. Pizza Hut, heavily reliant on delivery sales in a highly competitive market, experienced a drop in both sales and customer loyalty. Additionally, the company confronts challenges beyond revenue, including fragmented data that is difficult to analyze and struggles with customer retention.

In Click Through Rate in 6 months

In open rate in 6 months

In sales conversion in 6 months

Taking You to the
Next Level of Success

Solution

RFM Segmentation with data mining | Image
Enhancing conversion rates through predictive member preferences | Image
Automating personalized engagement for higher conversion rates | Image
60-Day retargeting campaigns to minimize churn | Image
Personalized messages for first-time visits to engage new members | Image
Tailored redemption reminders and personalized content | Image

RFM Segmentation
with data mining

Our team created a data warehouse for Pizza Hut Hong Kong by gathering information from various sources. We analyzed sales and transaction data from 2016 to 2018, identifying specific customer groups for personalized communication across different channels and developing marketing materials tailored to each customer’s meal preferences and habits, like preferred days, times, and party sizes. This personalized approach increased customer loyalty and lifetime value for Pizza Hut Hong Kong’s customers. Our findings were validated through post-campaign analysis, including control groups, providing strong evidence of the campaign’s success.

01

Enhancing conversion rates through predictive member preferences

To enhance the conversion rate, our team analyzed Pizza Hut Hong Kong’s three-year transaction records. We used these insights to create effective CRM loyalty strategies. For example, we applied discount pricing strategies to offer appealing purchase options. Additionally, we featured Pizza Hut Hong Kong customers’ favorite dine-in/delivery dishes in our marketing messages. This approach not only simplified our communication but also increased the conversion rate professionally.

02

Automating personalized engagement for higher conversion rates

By automating personalized content delivery through the most effective channels based on client preferences, our team maximizes conversion rates for Pizza Hut Hong Kong. Utilizing real-time insights, we identified a key retention period of 60 days for Pizza Hut Hong Kong’s customers. Acting before this critical point significantly increases repeat purchases. Our approach, supported by data-driven analysis, ensures timely member engagement and maintains a positive churning rate, enhancing customer retention straightforwardly and professionally.

03

60-Day retargeting campaigns to minimize churn

Our strategy focuses on reaching out to Pizza Hut Hong Kong’s members within the crucial 60-day window before they become lapsed customers. By promoting new dine-in and delivery options, we capture their interest and send a final call message, urging them to revisit. This proactive approach effectively minimizes churn and maximizes member retention.

04

Personalized messages for first-time visits to engage new members

Our team discovered that more than 30% of new Pizza Hut Hong Kong’s members never make a purchase. To address this, our EDM (Electronic Direct Mail) campaigns are exclusively designed to target this group. Our team reaches out to new members through various channels, including email, SMS, and in-app notifications, with personalized messages featuring their favorite items. This tailored approach aims to encourage their first-time visit and enhance their overall experience with Pizza Hut Hong Kong.

05

Tailored redemption reminders and personalized content

Our team enhances Pizza Hut Hong Kong’s member’s engagement by reminding them of their favorite redemption items through personalized content, based on data-driven insights. By analyzing food preferences for different reward groups, our team creates customized content and visuals. In the second month, we intensify our approach with compelling visuals and a stronger tone, encouraging members to revisit and strengthening their loyalty through personalized engagement.

06

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Connect

We’re committed to fueling business growth
and enhancing customer retention.