Recipes for 1:1 Journeys: Pizza Hut and Panera Bread Can Taste Their Success

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