Next Generation of Re-Targeting by Social...

Next Generation of Re-Targeting by Social CRM

JARDINE RESTAURANT GROUPVersion 13522nd June 2016

Jardine Restaurant Group

Jardine Pacific

Jardine Restaurant Group HK & New

Countries

Hong Kong & Macau

(Pizza Hut and KFC)

Vietnam

(Pizza Hut and KFC)

Myanmar

(Pizza Hut)

Jardine Restaurant Group Taiwan

Taiwan

(Pizza Hut and KFC)

• 1st Loyalty mobile APP of Yum International Brands

• Pizza Hut Digital Excellence of the Year Award 2015

• Enterprise Innovators Award 2015 – Retail & Wholesales sector

• Hong Kong ICT Awards 2016: Best Lifestyle (Social,

Communications & Media) Award

It is not only an APP or a Project. Social CRM is a company strategy.

We built our own “Social Communication Channel” for customer engagement

It is the Next Generation of Re-Targeting!!

Shifting from Prints to Digital

$3

Customer engagement in Social Media?

116 likes & replies

Customer Profile

Customer engagement cycleWinnie’s account• Cheese Bite lover• Key channel: mobile

Winnie’s E-Coupons30% discount Offer - A regular size Cheese Bite

Next day, announce the winner in Facebook automatically

Mobile is the arm of Social CRM

Mass Media – TV, Radio, Outdoors,

newspaper

Prints – leaflet, poster

Human – Store staffs, Call Center, Customer Service

Representative

E-platform –Website and

Mobile

Social media – FB, Line, WeChat

E-Channel – EDM, E-coupon

Over 80% chance to communicate with customer via

Mobile as key channel for communication & engagement

Lifestyle Mobile APP to engage customer

1. Reward points balance

2. Pop up message

3. Store locator & Queue

ticketing

4. Re-direct to Online Ordering

5. My Coupon w/reminder

6. Youpon

7. Call Delivery Hotline

Mobile APP key features – Express Ticket

Mobile APP key features – Points Transfer

Mobile APP key features – Youpon (iBeacon technology)

Total downloads in 2015

Social CRM – Member Growth

1,674.4%

-33.2%

1,103.7%

455.2% 937.0%

1,799%

1,6

74

%

45

5%

93

7% 1

,79

9%

1,1

03

%

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct  Nov  Dec

Active Member Growth 2015 vs. 2015

CY LY

Social CRM – Active Member Growth

55

%

47

%

45

%

51

%

After New App Launch

55

%

39

%

Social CRM – Campaign Management Cycle

POS in StoreSales AuditOnline Ordering Website & Call

Center

Loyalty Engine

Social CRM Platform Mobile APP

with CMS (Content

Management System)

Segmentation and Big Data

Analysis

Mobile notification APP Inbox message

E-couponResponse & redemption

Send EDM or SMS

Post feeds & collect responses

Right timing, Right Moment, Right Offer

Sales Result:7% higher than a normal rainy day

(target group: 15,000)

Right timing, Right Moment, Right Reminder

Sales Result without any offer after 5 days:

Target group: XX,000Purchase rate: 9.5%Extra Sales: >$1M

Right timing, Right Moment, Right Reminder

Each post generated over $2M in 4 days

App Landing page for Seasonal Promotion

Lifestyle landing page to change app moody

Gold Member Privilege

1. A couple of thousands redemption in 15 days

2. Send another free coupon to the redeemed Gold

members again in day 16

3. Additional 14% redemption rate

(trigger the customer to redeem again in 2 weeks)

Gold Member Privilege

1. Asked Gold Member to vote their favourable offer in FB

2. Filled in the Mobile APP Survey 3. Collected over 2,000

surveys from customer within 2 weeks

1 2 3 4 5 6 7 8 9 10 11 12 13 14

Gold Member Privilege - Coupon Redemption in first 14 days

May June

44

%Redemption rate in June is 44% higher than May

Gold Member Privilege

What about Big Data in Pizza Hut?

26

Fundamental concept on Group Dining behavior

Order Taker

Connector

Influencer(provides opinions)

Order Driver

Order Taker

Connector

Order driver

Influencer

27

i.e., Pizza card does not represent a single person order behavior

Group A

Order Taker Influencer / Connector

Order Driver

Group B

Order Taker

Order Driver Influencer(provides opinions)

Group C

Influencer(provides opinions)

Order Taker

Order Driver

28

Social Network

29

Reciprocity

Transitive Closure

Three Cycle

Two-out Stars

Two-in-Stars

• A social network is the outcome of underlying social processes

• These social processes manifest into local network components

• By analyzing the statistics of these components, we can test hypotheses about the underlying social processes

Friends of Friends

30

Friends of Friends will give rise to “triangles” in a network

31

A

B

C

D

E

F

A

B

C

D

E

F

A

B

C

D

E

F

A

B

C

D

E

F

Social interactions are much more complex than you think!

32

> Number of atoms of entire Universe!

e.g., How many different networks that 30 customers (nodes) can form?

Good NewsAdvances in computation power and statistical methods have increased

the traceability of an increasing number of network problems

Pizza Hut Coupon Transfer Network

33

▪ What are the major underlying

social processes of coupon

transfer?

▪ Do customers play different roles

in the coupon request/provision?

▪ What particular social processes

and roles give rise to business

opportunities (e.g., sales, visit

frequency)

Segment a – Coupon aggregator and order placement

34

ANode ASegment: Weekday_Family ,Family Total Sales after 16 June 2015: $xxxCoupon used: 3 Member type: Retained

‘A’ collected coupons from his/her friends and has some transactions after the app was launched.

Three-in-Stars

Clustering of social groups

35

Clustering of social groups

36

AB

C

D

A collected coupons from others, and at the same time A also exchanged coupons with B, C, and D. A, B, C, and D should know each others (because coupon transfers activities between them forms a complete graph). They may be closed friends, colleagues, or family members.

Node ASegment: Super_fansTotal Sales after 16 June 2015: $1xxxCoupon used: 14 Member type: Retained

What we learned so far

37

▪ Behaviors of customers reveal relationships between them

▪ These relationships provide insights to Pizza Hut about the role(s) of each customer in the network

▪ By leveraging on these network relationships, the firm can form action plans that are more targeted and outcome-based

▪ Example: Push e-coupons to “Connector” and “Order Driver” to distribute the e-coupon and increase sales

Send a mobile In-APP message to the customer

Day 30

Big Data Campaign 1 – Express Ticketing Pass

38

Member used “Remote Ticketing”, waited for over 15min and finally

had a meal

Day 1

Sorry to let you wait last time! To be our

honourable guest, we hope enjoy our service without waiting again!

Send a mobile In-APP message to each one

Day 30

Big Data Campaign 2 – Gathering Reminder

39

Enjoy the meal together & redeemed a Pizza by

using “Points Request”

Day 1

Do you miss your friends in Pizza Hut?

Do you miss your friends in Pizza Hut?

Do you miss your friends in Pizza Hut?

Do you miss your friends in Pizza Hut?

CRM + Mobile

APP

Offline

Social

Facebook Posts / Ads +

KOL partnership

Mini-Plate + Mini-Truck + Restaurant + LSM

Mini-Plate Lucky Draw Coupon to both Existing and New members

+ Mini-Plate Redemption Coupon

(>$250 purchase)+

Mobile APP+

Mobile Notification+

EDM (Newsletter & target EDM)

多謝你上次嚟Pizza Hut，所以送番隻Mini碟，仲免呢碟

㖭。

Mini Plate Mobile Van (9 days)

Presented by Ravel Lai

22nd June 2016

MAKE THINGS HAPPEN