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SINGAPORE – November 15, 2013 – Pizza Hut recently took home awards from two shows: The Marketing Excellence Awards, and the Loyalty and Engagement Awards, both held in Singapore.
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 last November 12.
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 last October 10. The brand’s agency Capillary Technologies was also recognised as the Engagement Agency of the Year for its work with clients such as Marks & Spencer, Courts, Pizza Hut, PUMA, KFC and Dairy Farm.
Marketing Magazine convened a distinguished panel of judges comprising senior client marketers from renowned brands such as IBM, AIG, NTU, Kimberly-Clark, Hilton Worldwide, Unilever, eBay, Lenovo and HTC. The judges evaluated hundreds of brands and their agencies on such parameters as challenge, strategy, execution and results to recognise organisations that use innovative strategies to deliver measurable results.
“Brands must be sincere and continuously offer value to their customers,” said Juliana Lim, senior marketing director for Pizza Hut.
“Loyalty should not be assumed. We need to be top-of-mind with consumers whenever they are making purchases and every demonstration of support for our brand should be valued and rewarded. Big Data, cloud, social and mobile technologies empower modern marketers to target and engage consumers, generate conversations and analyze results. To stay competitive and capitalize on emerging marketing trends, modern marketers need to leverage innovative technologies and marketing techniques to build better customer interactions,” she continued. “We are thrilled to be receiving these amazing recognitions of our intelligent customer engagement strategy, which we started two years ago with Capillary Technologies.”
According to Pizza Hut, its partnership with Capillary allows them to understand customers better and personalize offers based on consumption frequencies, tastes, day parts and location preferences.
"Through the automated Lifecycle Programme, 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 campaign," the brand said in a press release.
Capillary Technologies Asia-Pacific regional head Anant Choubey said “We congratulate Pizza Hut on these multiple recognitions.”
“Pizza Hut has engaged its customer base with focused campaigns that target the right customers with the products and offers at the right times to drive incremental sales across its restaurants and delivery business. With our world-class solutions and expertise accumulated by working with numerous global retail brands, Capillary is helping clients to understand and respect their customers’ preferences and choices and win loyalty by tuning their marketing communications with such behavioral indicators in mind. We are also humbled to have received Best Engagement Agency recognition at the recent LEA event,” Choubey added.
