The brand also won two Gold and one Silver Awards at the Inaugural Loyalty & Engagement Awards while its agency Capillary Technologies was named Engagement Agency of the Year
SINGAPORE. November 15, 2013 – Pizza Hut, the world’s largest pizza chain with over 12,500 restaurants across 91 countries, swept both the 2013 Marketing Excellence Awards and Loyalty & Engagement Awards back-to-back with several recognitions of the brand’s strategy to adopt innovative, effective and contemporary marketing practices that increase customer engagement, conversation and ROI. Nominated across seven Marketing Excellence categories, the brand was honored with top awards for Excellence in Loyalty Marketing, Excellence in Consumer Insights/Market research and Excellence in Data-Driven Marketing at the Marketing Excellence Awards held at the Pan Pacific Hotel in Singapore on 12 November. Pizza Hut also won Gold for Best CRM Strategy, Gold for Best Use of Consumer Insights/Analytics and Silver for Best Use of Loyalty Related Technology at the Loyalty and Engagement Awards held at the Parkroyal on Pickering Hotel in Singapore on 10 October. The brand’s agency Capillary Technologies was also recognized as the Engagement Agency of the Year for its work with clients such as Marks & Spencer, Courts, Pizza Hut, PUMA, KFC and Dairy Farm.
Marketing Magazine convened a distinguished panel of judges comprising senior client marketers from renowned brands such as IBM, AIG, NTU, Kimberly-Clark, Hilton Worldwide, Unilever, eBay, Lenovo and HTC. The judges evaluated hundreds of brands and their agencies on such parameters as challenge, strategy, execution and results to recognize organizations that use innovative strategies to deliver measurable results.
“Brands must be sincere and continuously offer value to their customers,” says Juliana Lim, Senior Marketing Director for Pizza Hut. “Loyalty should not be assumed. We need to be top-of-mind with consumers whenever they are making purchases and every demonstration of support for our brand should be valued and rewarded. Big Data, cloud, social and mobile technologies empower modern marketers to target and engage consumers, generate conversations and analyze results. To stay competitive and capitalize on emerging marketing trends, modern marketers need to leverage innovative technologies and marketing techniques to build better customer interactions,” continues Lim. “We are thrilled to be receiving these amazing recognitions of our intelligent customer engagement strategy, which we started two years ago with Capillary Technologies.”
Through its partnership with Capillary, Pizza Hut now understands customers better and is able to personalise offers based on consumption frequencies, tastes, day parts and location preferences. Through the automated Lifecycle Programme, Pizza Hut is able to create consumer responses across 6,000+ customer clusters based on predicted customer behaviours to drive incremental results. The intelligent and cognitive customer data analysis ability of the Capillary’s system allows Pizza Hut to segment customers by purchase behaviours and match them to the right media – email, mobile, direct mail, web and so forth, resulting in above average-response rates versus some of its traditional campaigns. To know more about Pizza Hut’s success with its Intelligent Customer
Engagement program, please read here capillarytech.com/pizzahut
“We congratulate Pizza Hut on these multiple recognitions,” says Capillary Technologies Asia-Pacific Regional Head Anant Choubey. “Pizza Hut has engaged its customer base with focused campaigns that target the right customers with the products and offers at the right times to drive incremental sales across its restaurants and delivery business. With our world-class solutions and expertise accumulated by working with numerous global retail brands, Capillary is helping clients to understand and respect their customers’ preferences and choices and win loyalty by tuning their marketing communications with such behavioral indicators in mind. We are also humbled to have received Best Engagement Agency recognition at the recent LEA event.” CCI Newswire
