Pizza Express

Challenge

PizzaExpress were looking for ways to improve the customer experience as part of a phase of digital transformation. They wanted to encourage diners to take advantage of the digital tools that were available to them such as their Pizza Express App, which included Pay-at-table functionality. They were also hoping to support their marketing campaigns and initiatives through capturing more data on their customers.

• Digital transformation initiative
• Drive customers to the PizzaExpress app
• Enhance CRM database with rich digital profiles

Solution

Purple was expertly installed across 1024 Meraki access points. The new network means diners have access to a secure connection whilst also enabling PizzaExpress to collect key demographic and behavioral data – ultimately transforming the network into a revenue generating tool for the brand.

By collecting and analyzing the customer data, PizzaExpress can begin to tailor the experience to individual diners; increasing loyalty by differentiating the dining experience and driving customer spend through engagement personalized to their interests.

• Demographic and behavioral data capture
• Improved diner experience
• Increased customer loyalty

Return on Investment

In the 2 years since the installation of Purple, PizzaExpress have seen close to 9 million WiFi sessions, with 42% of this figure reported as new visitors to their restaurants.

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PizzaExpress have used the Purple platform to support a number of marketing initiatives aimed at driving awareness of the new WiFi network and increasing app downloads. Campaigns included encouraging diners to connect to the WiFi and enter a prize draw, promotion of the new PizzaExpress app, encouraging customers to download. They also offered a free pizza to all guests who downloaded the app and filled out their contact information. The offer was promoted through the Purple WiFi splash pages and has contributed to a spike in app downloads.

• 9 million WiFi sessions
• Increased customer engagement through campaigns
• Spike in app downloads