next generation of re-targeting by social...
TRANSCRIPT
Next Generation of Re-Targeting by Social CRM
JARDINE RESTAURANT GROUPVersion 13522nd June 2016
Jardine Restaurant Group
Jardine Pacific
Jardine Restaurant Group HK & New
Countries
Hong Kong & Macau
(Pizza Hut and KFC)
Vietnam
(Pizza Hut and KFC)
Myanmar
(Pizza Hut)
Jardine Restaurant Group Taiwan
Taiwan
(Pizza Hut and KFC)
• 1st Loyalty mobile APP of Yum International Brands
• Pizza Hut Digital Excellence of the Year Award 2015
• Enterprise Innovators Award 2015 – Retail & Wholesales sector
• Hong Kong ICT Awards 2016: Best Lifestyle (Social,
Communications & Media) Award
It is not only an APP or a Project. Social CRM is a company strategy.
We built our own “Social Communication Channel” for customer engagement
It is the Next Generation of Re-Targeting!!
Shifting from Prints to Digital
$3
Customer engagement in Social Media?
116 likes & replies
Customer Profile
Customer engagement cycleWinnie’s account• Cheese Bite lover• Key channel: mobile
Winnie’s E-Coupons30% discount Offer - A regular size Cheese Bite
Next day, announce the winner in Facebook automatically
Mobile is the arm of Social CRM
Mass Media – TV, Radio, Outdoors,
newspaper
Prints – leaflet, poster
Human – Store staffs, Call Center, Customer Service
Representative
E-platform –Website and
Mobile
Social media – FB, Line, WeChat
E-Channel – EDM, E-coupon
Over 80% chance to communicate with customer via
Mobile as key channel for communication & engagement
Lifestyle Mobile APP to engage customer
1. Reward points balance
2. Pop up message
3. Store locator & Queue
ticketing
4. Re-direct to Online Ordering
5. My Coupon w/reminder
6. Youpon
7. Call Delivery Hotline
Mobile APP key features – Express Ticket
Mobile APP key features – Points Transfer
Mobile APP key features – Youpon (iBeacon technology)
Total downloads in 2015
Social CRM – Member Growth
1,674.4%
-33.2%
1,103.7%
455.2% 937.0%
1,799%
1,6
74
%
45
5%
93
7% 1
,79
9%
1,1
03
%
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Active Member Growth 2015 vs. 2015
CY LY
Social CRM – Active Member Growth
55
%
47
%
45
%
51
%
After New App Launch
55
%
39
%
Social CRM – Campaign Management Cycle
POS in StoreSales AuditOnline Ordering Website & Call
Center
Loyalty Engine
Social CRM Platform Mobile APP
with CMS (Content
Management System)
Segmentation and Big Data
Analysis
Mobile notification APP Inbox message
E-couponResponse & redemption
Send EDM or SMS
Post feeds & collect responses
Right timing, Right Moment, Right Offer
Sales Result:7% higher than a normal rainy day
(target group: 15,000)
Right timing, Right Moment, Right Reminder
Sales Result without any offer after 5 days:
Target group: XX,000Purchase rate: 9.5%Extra Sales: >$1M
Right timing, Right Moment, Right Reminder
Each post generated over $2M in 4 days
App Landing page for Seasonal Promotion
Lifestyle landing page to change app moody
Gold Member Privilege
1. A couple of thousands redemption in 15 days
2. Send another free coupon to the redeemed Gold
members again in day 16
3. Additional 14% redemption rate
(trigger the customer to redeem again in 2 weeks)
Gold Member Privilege
1. Asked Gold Member to vote their favourable offer in FB
2. Filled in the Mobile APP Survey 3. Collected over 2,000
surveys from customer within 2 weeks
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Gold Member Privilege - Coupon Redemption in first 14 days
May June
44
%Redemption rate in June is 44% higher than May
Gold Member Privilege
What about Big Data in Pizza Hut?
26
Fundamental concept on Group Dining behavior
Order Taker
Connector
Influencer(provides opinions)
Order Driver
Order Taker
Connector
Order driver
Influencer
27
i.e., Pizza card does not represent a single person order behavior
Group A
Order Taker Influencer / Connector
Order Driver
Group B
Order Taker
Order Driver Influencer(provides opinions)
Group C
Influencer(provides opinions)
Order Taker
Order Driver
28
Social Network
29
Reciprocity
Transitive Closure
Three Cycle
Two-out Stars
Two-in-Stars
• A social network is the outcome of underlying social processes
• These social processes manifest into local network components
• By analyzing the statistics of these components, we can test hypotheses about the underlying social processes
Friends of Friends
30
Friends of Friends will give rise to “triangles” in a network
31
A
B
C
D
E
F
A
B
C
D
E
F
A
B
C
D
E
F
A
B
C
D
E
F
Social interactions are much more complex than you think!
32
> Number of atoms of entire Universe!
e.g., How many different networks that 30 customers (nodes) can form?
Good NewsAdvances in computation power and statistical methods have increased
the traceability of an increasing number of network problems
Pizza Hut Coupon Transfer Network
33
▪ What are the major underlying
social processes of coupon
transfer?
▪ Do customers play different roles
in the coupon request/provision?
▪ What particular social processes
and roles give rise to business
opportunities (e.g., sales, visit
frequency)
Segment a – Coupon aggregator and order placement
34
ANode ASegment: Weekday_Family ,Family Total Sales after 16 June 2015: $xxxCoupon used: 3 Member type: Retained
‘A’ collected coupons from his/her friends and has some transactions after the app was launched.
Three-in-Stars
Clustering of social groups
35
Clustering of social groups
36
AB
C
D
A collected coupons from others, and at the same time A also exchanged coupons with B, C, and D. A, B, C, and D should know each others (because coupon transfers activities between them forms a complete graph). They may be closed friends, colleagues, or family members.
Node ASegment: Super_fansTotal Sales after 16 June 2015: $1xxxCoupon used: 14 Member type: Retained
What we learned so far
37
▪ Behaviors of customers reveal relationships between them
▪ These relationships provide insights to Pizza Hut about the role(s) of each customer in the network
▪ By leveraging on these network relationships, the firm can form action plans that are more targeted and outcome-based
▪ Example: Push e-coupons to “Connector” and “Order Driver” to distribute the e-coupon and increase sales
Send a mobile In-APP message to the customer
Day 30
Big Data Campaign 1 – Express Ticketing Pass
38
Member used “Remote Ticketing”, waited for over 15min and finally
had a meal
Day 1
Sorry to let you wait last time! To be our
honourable guest, we hope enjoy our service without waiting again!
Send a mobile In-APP message to each one
Day 30
Big Data Campaign 2 – Gathering Reminder
39
Enjoy the meal together & redeemed a Pizza by
using “Points Request”
Day 1
Do you miss your friends in Pizza Hut?
Do you miss your friends in Pizza Hut?
Do you miss your friends in Pizza Hut?
Do you miss your friends in Pizza Hut?
CRM + Mobile
APP
Offline
Social
Facebook Posts / Ads +
KOL partnership
Mini-Plate + Mini-Truck + Restaurant + LSM
Mini-Plate Lucky Draw Coupon to both Existing and New members
+ Mini-Plate Redemption Coupon
(>$250 purchase)+
Mobile APP+
Mobile Notification+
EDM (Newsletter & target EDM)
多謝你上次嚟Pizza Hut，所以送番隻Mini碟，仲免呢碟
㖭。
Mini Plate Mobile Van (9 days)
Presented by Ravel Lai
22nd June 2016
MAKE THINGS HAPPEN