Pizza Hut 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 October 10. 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.
Through its partnership with Capillary Technologies, Pizza Hut now understands customers better and is able to personalize offers based on consumption frequencies, tastes, day parts and location preferences. Through the automated Lifecycle Program, Pizza Hut is able to create consumer responses across 6,000+ customer clusters based on predicted customer behaviors 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 behaviors 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.
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