PizzaExpress UAE case study
PizzaExpress UAE is working with Purple and CDW to offer fast, free and secure guest WiFi to customers while gathering valuable analytics. CDW has delivered a fully integrated solution to all restaurants in the UAE region, comprising hardware, software and services in partnership with Cisco Meraki, Purple and Microsoft Office 365. The solution is currently live at all PizzaExpress restaurants in the UAE region.
Increase in Facebook page likes in less than a month
Increase in page impressions in the first four weeks
Anticipated Facebook growth within the first three months
The customer experience is extremely important to PizzaExpress and accessing free WiFi quickly and easily is a key part of this experience. PizzaExpress UAE already had a basic guest WiFi offering in place, but with patchy coverage and frequent complaints from customers, the management team were keen to find a better solution.
PizzaExpress UAE also realised that they were missing a valuable opportunity to collect data and gain real-time insights into customer behaviour via an analytics platform like Purple. Without the ability to analyze data from their WiFi network, the marketing team had little visibility over how often people visited, what their favourite choices were from the menu, when they were due special loyalty offers and how they interact socially with the PizzaExpress brand.
PizzaExpress UAE had researched other guest WiFi and analytics platforms, but Purple ticked a lot of boxes for their team.
Nick Freeman, Head of Marketing at PizzaExpress UAE, said: “Compared to the other platforms we looked at, Purple is more robust, the reports are impressive and the portal is far more visually appealing and easy to understand. The automated emails are good for saving time, allowing us to focus on planning new marketing campaigns.”
ROI from offers
Prior to Purple, PizzaExpress UAE had an outdated customer database containing around 30,000 email addresses and their printed vouchers were failing to drive sales. Within just a few weeks of Purple being installed, an additional 10,000 unique active customers were collected.
PizzaExpress UAE now has the ability to export data into a separate database via the API, and then use this data to keep CRM and email marketing records up to date. The first offer PizzaExpress chose to send using the Purple platform was a free pizza voucher with a very short end date. When the team looked at the campaign reports for the free pizza voucher, they were pleased to discovered that over 100 customers had used the coupon over the weekend and this drove incremental sales of other items such as drinks, starters and desserts.
PizzaExpress UAE has since replicated this campaign with other offers such as a two for one on main courses and two for one on Iftar meals. The main objectives for the two for one deals were to drive footfall and increase spend. Again, results were very strong with over 300 additional covers generated from the emails. PizzaExpress UAE revealed that one batch of outbound emails can increase a single day’s sales by up to 4000 Dirham.
The option to log in through social media has proved popular with PizzaExpress UAE customers, as almost 2,000 people logged onto the WiFi through Facebook alone in the first several weeks.
Since switching on the ‘Ask for a Facebook like’ functionality in the portal, PizzaExpress UAE had recorded a 52% increase in Facebook page likes in less than a month. As a result, PizzaExpress UAE saw their page impressions increase by 181% in in the first 4 weeks, with an anticipated growth of 294% in the first 3 months.