Pizza Hut unites data sets to provide personalised content experience in responsive-site launch
Pizza Hut has united its data sets to provide a more personalised online content experience for customers with the launch of a responsive website to coincide with its 40th anniversary. The restaurant chain has been working with marketing and technology agency Amaze to overhaul the brand’s website to focus on a more personalised customer experience that can adapt to any mobile device. Its new strategy focuses on plugging-in multiple data sets including customer relationship management (CRM) and sales statistics, to provide a more personally relevant online experience for customers on whatever device they are using. The site has been designed to tailor individual visitors’ experience based and deliver relevant content based on what device they are on, their location and previous browsing and shopping behaviour on the site. It plugs in to Pizza Hut’s CRM system to hone the relevancy of the communications. It can detect a customer’s location to identify the closest restaurants to them, with the view to serving menus and daily offers via their mobile device. Meanwhile the site plugs into other data systems including its sales statistics to show information such as what the ‘top five pizza choices’ are in each restaurant , city and region. Pizza Hut Restaurants marketing director Kathryn Austin said: “The new website acts as our digital flagship restaurant, with a unique personalised feel for our users, which supports our business needs. The team at Amaze has captured the very essence of our approach to casual dining and translated the importance of locality into a clever and very personal user journey.” Sandra McDowell, director of Amaze Communications, commented: “In developing a website that will help drive traffic, the team has created an extremely unique personalised experience, one that not only reflects the brand values of Pizza Hut Restaurants, but is an excellent example of designing and implementing a fully responsive solution that reflects user behaviours.” The brand is working with Amaze to extend its digital strategy to incorporate social and search activity which ties in with the dynamic website to further hone marketing communications. It will reveal the next part of the road map later this year.