Papa Murphy's Latest Campaign Leveraged Big Data to Drive Sales
Katherine Pendrill — January 16, 2017 — Marketing
References: facebook & hospitalitytechnology.edgl
The popular take-and-bake pizza chain Papa Murphy's recently wrapped up a campaign that involved using big data to re-engage its once-loyal customers. The campaign is indicative of a much larger shift towards using customer data to ensure that each promotion is tailored to the customer's specific preferences.
To launch its recent campaign, Papa Murphy's teamed up with the software company Bridg. Bridg then helped the pizza chain use its point-of-sales data to identify customers who had lapsed from their previous buying patterns. These individuals were then targeted with personalized social media ads offering special deals that could be redeemed online or in-stores.
The campaign was ultimately successful for the chain and demonstrates how targeted social media promotions backed by big data can help brands bring formerly loyal customers back into their stores.
To launch its recent campaign, Papa Murphy's teamed up with the software company Bridg. Bridg then helped the pizza chain use its point-of-sales data to identify customers who had lapsed from their previous buying patterns. These individuals were then targeted with personalized social media ads offering special deals that could be redeemed online or in-stores.
The campaign was ultimately successful for the chain and demonstrates how targeted social media promotions backed by big data can help brands bring formerly loyal customers back into their stores.
Trend Themes
1. Big Data Personalization - Using big data to tailor promotions and re-engage lapsed customers.
2. Targeted Social Media Promotions - Using social media ads to offer personalized deals and drive customer engagement.
3. Customer Data-driven Campaigns - Shifting towards using customer data to ensure personalized promotions.
Industry Implications
1. Restaurant - Opportunity to leverage big data and social media to enhance customer engagement and drive sales for restaurant chains.
2. Retail - Using customer data to create tailored promotions and targeted social media ads can help retailers attract and retain customers.
3. Software - Software companies can collaborate with businesses to utilize big data and create personalized campaigns to re-engage and retain customers.
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