Pizza Hut fires up new digital CX with analytics platform

Pizza Hut is driving online personalisation to boost customer journeys across its website by implementing a digital analytics platform from Contentsquare, which is forecast to bring in millions of pounds of extra revenue.

The restaurant and takeaway giant’s digital ventures team has used the platform to experiment with different elements of its digital presence and CX design.

In one instance, the team noticed that customers were not clicking on the individual ‘deal cards’ listed on the site’s popular ‘our deals’ page.

Having identified this unusual behavior through Contentsquare’s zoning analysis tool, the Pizza Hut team recognised that a lack of calls to action might be making these deal cards look unclickable. Using this insight, the team was able to run a series of A/B tests confirming their hypothesis and improving the experience for customers.

Extrapolating on the changes already introduced, Pizza Hut anticipates an annualised sales uplift of nearly £6m from its adoption of the platform.

Pizza Hut global head of analytics Tristan Burns said: “As an international brand, Pizza Hut has an extremely varied customer base. Given this variety, it’s impossible to rely on demographic data alone, we have to go deeper.

“This platform allows us to understand our customers at a much more detailed level. It also empowers our analytics team to quickly test and validate new changes and ideas, creating the best possible customer experience for all of our audiences.”

Contentsquare chief marketing officer Niki Hall added: “Pizza Hut delivers a product that millions of people around the world enjoy. Today, Contentsquare is helping the brand deliver an equally high-quality digital experience.

“The opportunity to experiment is a big part of what Contentsquare stands for. We provide the world’s biggest brands with both the tools and insights to understand their customers, trial new ideas and ultimately build a better customer experience. As such, we’re excited to see the unique insights and experiments that Pizza Hut will deliver through our platform.”