The challenge
MK Investments ran eleven Pieology locations in California, Minnesota, and Texas. VP of Operations James Hilovsky wanted to communicate with customers before they left a bad review online.
The Tuesday deal, 2 pizzas for $12.00, underperformed unless customers got an email.
The loyalty app was not built for email collection, and the previous WiFi platform's email tool was hard to use, with little support.
The solution
1. Guest WiFi: Collect contacts the same way at every store
MK Investments moved to Adentro (formerly Zenreach) Guest WiFi across its franchises. Contacts were collected automatically at every location.
Each connection became a Customer Data profile with visit history.
2. Email Marketing: Send offers to the growing list
Email Marketing carried the Tuesday promotion and other special offers to the growing contact list.
3. Guest feedback: Hear about problems directly
Adentro invited guests to rate their experience. Low ratings went straight to the team, who followed up and fixed the issues.
James used the feedback to tighten the processes behind each issue.
4. Walk-Through Rate™: Match emails to visits
Walk-Through Rate™ tracked whether email recipients visited within 7 days.
“We wanted to have the chance to communicate with customers before they go online and leave a bad review.”
The results
- 13,000+ contacts collected, in the first 10 months
- 51 low ratings flagged, 1-3 star ratings sent to the team for follow-up
- 73% walk-Through Rate™, on customer emails
- 288 reviews within Adentro, a 4.6 average rating
- Tuesday promo redemption as high as 71%
- Tuesday sales up 35 to 40 percent over prior years (operator-reported, not a controlled test)