Recipes for 1:1 Journeys: Pizza Hut and Panera Bread Can Taste Their Success Jason LeMaster Pizza Hut
Suzanne Van de Ven Panera Bread
Christine Cheung Panera Bread
2015 Focus: Drive online conversion by identifying key moments in our customer's lifecycle to enhance 1:1 experience
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Contact Inbox (1)
100% ET 9:41 AM
Welcome Email • Convert First Purchase • Leverage the Free Cheese Stick Hook
Contact Inbox (1)
100% ET 9:41 AM
Welcome Email • Convert First Purchase • Leverage the Free Cheese Stick Hook
Contact Inbox (1)
100% ET 9:41 AM
Welcome Email • Convert First Purchase • Leverage the Free Cheese Stick Hook
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Lapsed Purchase • Incentivize to prevent attrition • This program will evolve to
identify the most likely offer based on behavior Headline
http://www.gmail.com
Lapsed Purchase
Headline
http://www.gmail.com
• Incentivize to prevent attrition • This program will evolve to
identify the most likely offer based on behavior
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Poor Experience • Identified as one important key
moment that we can leverage our channel to continue to retain these customers
• Evolving into both a retention tactic and a customer service opportunity
Contact Inbox (1)
100% ET 9:41 AM
Welcome 1 Journey
Welcome 2 Journey
Marketing Stream
Poor Experience Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
E N G A G E
R E T A I N
Welcome 2 Journey
What is the best offer for each subscriber?
What is the purchase cadence for each
subscriber?
How do we hand-hold new subscribers
beyond the standard onboarding?
Welcome 1 Journey
Welcome 2 Journey
Lapsed Purchaser Lapsed Open/Click
O N B O A R D
O N B O A R D
R E T A I N
Marketing Stream
Poor Experience Journey
E N G A G E
Ideal Frequency
Offer Prediction Personalization
Recipes for 1:1 Suzanne Van de Ven Digital Communications Coordinator Panera Bread @scvandeven Christine Cheung Digital Communications Manager Panera Bread @CheungChristine
Objectives - introduction to the loyalty program, brand education and channels KPI - drive second transaction
? Objectives - listen to customer email engagement metrics KPI - increased engagement, improved deliverability
Connecting the Dots
• Core to MyPanera– 720 versions
• Campaign Layout & Structure
• Targeting • Optimization and Testing