Pizza Hut unites data sets to provide personalised online experiences

To mark its 40^th birthday, Pizza Hut has united its data sets to provide a more personalised online content experience for customers. Working alongside marketing and technology agency, Amaze, the restaurant has refocused the brand’s website to be more personalised and adaptable to mobile devices.

The restaurant’s new strategy uses multiple data sets including customer relationship management (CRM) and sales statistics to improve the customers’ online experience. The site looks to tailor customers’ experience and deliver relevant content depending on what device the customer is using, as well as their previous browsing and shopping behaviour on the site. The site plugs in to Pizza Hut’s CRM system and can detect a customer’s location to find their closest restaurant and deliver daily offers. The site plugs into other data systems, including sales statistics to show information by city and region.

Pizza Hut Restaurants marketing director Kathryn Austin said: “The new website acts as our digital flagship restaurant, with a unique personalised feel for our users, which supports our business needs. The team at Amaze has captured the very essence of our approach to casual dining and translated the importance of locality into a clever and very personal user journey.”

Sandra McDowell, director of Amaze Communications, commented: “In developing a website that will help drive traffic, the team has created an extremely unique personalised experience, one that not only reflects the brand values of Pizza Hut Restaurants, but is an excellent example of designing and implementing a fully responsive solution that reflects user behaviours.”