Prezzo has over 245 restaurants across the country, with 200 under the core Prezzo brand and 37 under its Mexican-themed Chimichanga. The Prezzo restaurant group also operates the Cafe Uno, and Cleaver chains in the UK.
Prezzo approached Planning-inc with a number of business and operational challenges to which they sought a data-led solution.
A key objective for the business was to address the overwhelming reliance on promotions to drive footfall into restaurants. Prezzo realised that only through harnessing the data assets at their disposal and by fully understanding customer-level dining trends could they address this issue. They saw an opportunity to move from ‘one size fits all’ discounting to a strategically driven one to one communication programme, where promotions were managed at a customer-level based on engagement and spend.
The business was also keenly aware that being able to address this fundamental challenge would open up the potential for a whole raft of business and customer insight to drive operational and guest experience management activity.
Prezzo is fully harnessing the potential of the Apteco Marketing Suite™. The infrastructure built with Planning-inc represents a powerful customer experience management platform that is moving the dial for the business in terms of incremental revenue and guest management.
The Apteco Solution
Given Prezzo’s requirements and the potential of their data, Planning-inc proposed a solution that would harness the Apteco Marketing Suite’s™ key assets by using Apteco FastStats®, Apteco PeopleStage™ and FastStats Geo™.
Once engaged by Prezzo, Planning-inc first undertook a Single Customer View (SCV) build, bringing together data from a number of disparate data sources. With no common key to be found across the sources, a sophisticated matching algorithm was developed to effectively combine records together across all of these sources.
Moving forward, a whole programme of behavioural-led communications are on the roadmap for delivery. The targeting opportunities are endless; crucially the business is now enabled to focus on managing key elements of customer experience.
The impact on the business
Seamless integrations with existing communication channels
With email representing a key communication channel for Prezzo customers, PeopleStage has been seamlessly integrated directly with the business’ email services provider, ExactTarget, to support email broadcasting.
Integrations for email
Total flexibility for marketers
The Apteco Marketing Suite™ has been designed in such a way that PeopleStage™ can support several approaches to targeting, offering Prezzo marketers full flexibility for achieving differing campaign selection requirements based on business needs.
Multi-channel campaigns to support business strategy
Increasing the sophistication of targeting
As the business sought to optimise its promotional activity and increase the sophistication of targeting, it was essential that any communication sent out of PeopleStage could include a personalised offer that was unique to an individual customer. With the ExactTarget integration in place, Planning-inc worked with Prezzo’s third party voucher supplier to create a custom integration that enabled the real-time execution of voucher driven campaigns containing personalised 1-2-1 offers.
Optimising customer experience by managing promotions with real-time execution
Rich transactional data
The quantity of rich transactional data available provides massive potential for virtual variables. Planning-inc developed a customised persisted variables folder that allows Prezzo marketers to specify which virtual variables created should be refreshed each time the system is deployed, without the need to make design changes. This is crucial as it enables fully automated campaigns without adding unnecessary processing of variables that are only required on an ad-hoc basis.
Fully automated campaigns
Evolving Prezzo’s customer contact strategy with Apteco
With the infrastructure built, tested and imbedded, Prezzo looked to quickly drive value from the newly available data and campaign toolkits. Using a combination of visualisations including cubes, charts and venn diagrams to begin to understand the targeting scope and opportunities available, the teams were quickly able to build and launch prioritised marketing programmes.
Quickly build & launch prioritised marketing campaigns
Apteco Marketing Suite users can make use of the multitude of campaign collateral held within the offer portal. All of this complex functionality is fully hidden from the marketing user, who simply needs to select the relevant channel and ensure that the offer ID is specified within the content step.