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How is Pizza Hut leveraging tech to enhance customer experience?

Sonoo Singh
Associate Editor at The Drum
Beverley D'Cruz
Chief Marketing Officer at Pizza Hut, UK & Europe

60% of shoppers engage with beacon-triggered offers with half going on to purchase, study finds

Nearly two thirds (60 per cent) of shoppers will engage with beacon-triggered offers, which 30 per cent will go on to redeem, according to a study from Swirl Networks.

Swirl analysed campaign performance data from tens of thousands of shopper interactions at stores including Lord & Taylor, Hudson’s Bay, Urban Outfitters, Alex & Ani, Kenneth Cole and Timberland.

It also surveyed several hundred shoppers who received beacon-triggered messages over the past three months.

According to the survey, a further 73 per cent of shoppers said that beacon-triggered content and offers increased the likelihood of making a purchase, while 61 per cent said they would do more Christmas shopping at stores that delivered mobile content and offers while they shop.

Meanwhile, 61 per cent said they would visit a store with beacon marketing campaigns more often and 60 percent said they would buy more as a result of receiving beacon-triggered marketing messages

Hilmi Ozguc, founder and CEO of Swirl suggested that retailers with beacon marketing capabilities in place will have a distinct advantage this Christmas.

“Proximity marketing has the power to transform the customer experience, increase brand affinity and drive sales uplift. Early adopters are seeing remarkable results and generating highly valuable learnings that they are using to optimize future campaigns. For retailers who haven’t yet deployed beacon marketing programs, it should be a top priority for 2015,” he added.

Lord & Taylor introduced Apple's iBeacons to its stores in July this year alongside sister company Hudson’s Bay.

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