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Recipes for 1:1 Journeys: Pizza Hut and Panera Bread Can Taste Their Success Jason LeMaster Pizza Hut
Suzanne Van de Ven Panera Bread
Christine Cheung Panera Bread
Recipes for 1:1 Jason LeMaster CRM & Digital Marketing Pizza Hut, Inc.
Overview • How our 2015 goals shaped our transition • What we did • Where we’re going next
2015 Focus: Drive online conversion by identifying key moments in our customer's lifecycle to enhance 1:1 experience
Where we’ve been…
Contact Inbox (1)
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Meet Ben • Ben signed up for Hut Lovers at
pizzahut.com • Let’s take a look at his emails…
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Contact Inbox (1)
100% ET 9:41 AM
Welcome Email • Convert First Purchase • Leverage the Free Cheese Stick Hook
Contact Inbox (1)
100% ET 9:41 AM
Welcome Email • Convert First Purchase • Leverage the Free Cheese Stick Hook
Contact Inbox (1)
100% ET 9:41 AM
Welcome Email • Convert First Purchase • Leverage the Free Cheese Stick Hook
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Welcome 2 • Best Digital Offers • Compress Purchase Frequency
Headline
http://www.gmail.com
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Marketing Stream • Personalization • Dynamic Content • Customer Segmentation
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Lapsed Purchase • Incentivize to prevent attrition • This program will evolve to
identify the most likely offer based on behavior Headline
http://www.gmail.com
Lapsed Purchase
Headline
http://www.gmail.com
• Incentivize to prevent attrition • This program will evolve to
identify the most likely offer based on behavior
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Poor Experience • Identified as one important key
moment that we can leverage our channel to continue to retain these customers
• Evolving into both a retention tactic and a customer service opportunity
Contact Inbox (1)
100% ET 9:41 AM
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Welcome 2 Journey
What is the best offer for each subscriber?
What is the purchase cadence for each
subscriber?
How do we hand-hold new subscribers
beyond the standard onboarding?
+
23%
23%
23%
23%
8% Control Group
2D 2D 2D
3D 3D 3D
4D 4D 4D
4D 4D 4D
Key Learnings
Start small Test everything Engage key stakeholders early
Future
Results Drive Promo Offers
Social Connect Mobile Integration
Welcome 1 Journey
Welcome 2 Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
R E T A I N
Marketing Stream
Poor Experience Journey
E N G A G E
Ideal Frequency
Offer Prediction Personalization
Recipes for 1:1 Suzanne Van de Ven Digital Communications Coordinator Panera Bread @scvandeven Christine Cheung Digital Communications Manager Panera Bread @CheungChristine
• Building our journey • Bringing our journey to life • Future vision
internal campaign strategy
creative
external
Jobs that need to be done
Drive brand loyalty
Moments that matter
• Start small • Define KPIs • Integration • Test – Learn – Iterate
Objectives - introduction to the loyalty program, brand education and channels KPI - drive second transaction
Objectives - brand loyalty and product trial through content KPI - repeat transactions
Objectives - recognize attrition risks and incentivize KPI - reactivate lapsed customers
? Objectives - listen to customer email engagement metrics KPI - increased engagement, improved deliverability
name
loca
tion
salads
student
birt
hday
events
digi
tal e
ngag
emen
t
soup
Connecting the Dots
• Core to MyPanera– 720 versions
• Campaign Layout & Structure
• Targeting • Optimization and Testing
Display Email SMS/Push
chan
nel |
cust
omer
| mes
sage
Key Takeaways: • Test | Learn | Iterate • Identify those low hanging fruit to ideate and prioritize • Know your audience • Get the key people on board early
