IBM (NYSE: IBM) has announced that Boston-area based pizza chain Papa Gino's has turned to IBM business analytics software to help better meet customer expectations for on- time, anywhere pizza deliveries in 30 minutes or less -- with food ordering capabilities now available through a new iPhone application.
Analytics has given Papa Gino's increased visibility into the performance of its online customer loyalty campaign, which has recently boasted a 50 percent increase in the total of an average order.
The company now has the ability to compare this and other performance data from all of its marketing and promotions activities with pizza sales and frequency of transactions -- and then measure them against the company's performance goals. As a result, Papa Gino's can tailor its mobile commerce campaign more effectively to help increase both the average ticket price as well as ordering frequency.
Today, Papa Gino's new customer loyalty program allows pizza lovers in New England to quickly and easily receive promotions on discounted meals through their preferred delivery method of text messages* and redeem reward dollars for take-out or dine-in pizzas.
Trends such as the explosion of mobile shopping, the proliferation of smart phones, and the drive to better harness data through the social web to drive results have transformed the way midsize firms do business.
In fact, some 72 percent of CIOs in midsize companies who took part in a recent IBM survey** say they plan to invest in mobile applications to drive commerce. At the same time, 83 percent plan to invest in business analytics to turn data into actionable information, such as customer preferences.
Papa Gino's 280 restaurants in the New England area include two restaurant brands: the Papa Gino's pizzeria chain, plus a grilled sandwich shop chain called D'Angelo. As both chains continue to expand in the Northeast U.S., the mid-size company has collaborated with IBM Business Partner QueBIT to implement IBM analytics software.
Tailoring Campaigns to Consumer Habits
As the company looked to implement new strategies to stay ahead in the competitive restaurant industry, Papa Gino's sought to use business analytics to track data from its email-driven customer rewards program to measure the impact on transactions throughout the course of the campaign. The program alerts customers about the number of points or reward dollars they can spend on meal purchases.
Using data gathered from its ordering database, the...