Pizza Hut uses CRM to develop highly personalised responsive design website

Published on 02 August 2013 by in Latest News

pizza hut personalised service CRM Pizza Hut uses CRM to develop highly personalised responsive design website

As the multi-national restaurant chain prepares to celebrate its 40th year in business, Pizza Hut has revealed a new intuitive website designed to deliver fans a more relevant browsing experience.
The move sees Pizza Hut acting to capitalise on its existing CRM database, incorporating customer data including previous browsing and online purchase history, to tailor web content to each individual’s specific needs.

“The new website acts as our digital flagship restaurant, with a unique personalised feel for our users,” comments Pizza Hut’s Marketing Director, Kathryn Austin, explaining that the brand hopes to create, “A clever and very personal user journey.”

Beyond incorporating customer CRM records, the new site has also been designed to take into account a number of other factors to determine what content is delivered to each consumer. Primarily, since smartphone penetration rates in the UK have now surpassed 60 per cent, with further rapid growth predicted, the new Pizza Hut site can reportedly adapt to display on any mobile device.

The site’s integration with mobile technology doesn’t stop there either; location data will also play a part in shaping site results. As an example, mobile customers will be served with specific information for the nearest Pizza Hut restaurant, given their current location, such as that specific store’s menu options or daily offers. These details will even be tailored to reflect local sales trends, adapting offers based on the most popular menu items within a city or region.

As one of the website’s designers puts it, the new site, “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.”

Moving forward, Pizza Hut will also look to take this personalised customer experience further still, building social media sentiment and user search behaviour into the model to offer an ever-more relevant service.

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