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Capillary improves profitability for Pizza Hut Singapore

Anuradha Shukla | Oct. 3, 2013
The pizza chain uses Customer Intelligence solution to capture and structure its customer data.

Pizza Hut Singapore is improving profitability and increasing store sales by using Multi-Channel Intelligent Customer Engagement solutions by Capillary Technologies.

These solutions are enabling the pizza chain to incrementally capture, structure and leverage large quantities of customer data.

Pizza Hut has achieved a consistent sales growth of five percent and 200 percent jump in average campaign hit rates across customer segments in the past year following the deployment of solutions from Capillary.

Serving more than 1.1 million households, Pizza Hut Singapore has broken down its customer base into numerous clusters and micro clusters based on expressed characteristics, purchase tendencies and behavioural indicators. 

Once data about customers is received, it is fed into Capillary's Lifecycle Marketer solution for designing and deployment of customer engagement programmes.

“Through Capillary’s analytic capabilities, we can now identify our customers’ responsiveness to different product segments and their repeat purchase tendencies enabling us to better design our customer engagement and product-launch campaigns, driving incremental sales and better marketing ROI for our business,” said Juliana Lim, senior marketing director for Pizza Hut. 

Seamless communication

Capillary Technologies has ensured Pizza Hut Singapore to have seamless communication with its customers across all channels. The pizza chain can now effectively engage with its customers using different channels including online portal and tele-ordering. 

Other benefits of the deployment in the last year include 38 percent improvement in Pizza Hut’s customer retention rate and a nine percent increase in customer visit/purchase frequency in just seven months.

Capillary’s Lifecycle Marketer has enabled Pizza Hut to predict future purchases and launch campaigns using different engagement channels including direct mail and text messages.

The particular solution has delivered several benefits to the pizza chain including sales, increases in campaign performance, and overall customer experience with the brand. 

Pizza Hut is also now able to more effectively cross-sell and up-sell to customers, which has increased returns per loyal customer.

“Within the Asian markets, the restaurant and food delivery businesses are extremely saturated and dominated by a wide variety of organised retail brands plus a plethora of single and independent retail outlets,” said Anant Choubey, vice president and regional head, South East Asia and Greater China, Capillary Technologies. “Pizza Hut is one of our key customers in Singapore, and we look forward to continuing to work together to create better engagement programmes for the brand’s customers.” 


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