Pizza Hut Delivery Indonesia bridges gap between online and offline data with Xaxis

Pizza Hut Delivery Indonesia has tied up with Xaxis and MediaCom to consolidate its online and offline consumer data. Competing in the oversaturated "quick service restaurant" (QSR) landscape, Pizza Hut Delivery Indonesia wanted to ensure that its marketing efforts reached only the most relevant audience with the most relevant creatives to drive outcomes. Hence, it has recently started running more programmatic campaigns. However, its online and offline customer data sat in silos with no way to connect them together, giving it no visibility into the overlap and differences between its in-store and digital customers. 

To grow its understanding of its user base, Pizza Hut Indonesia recently launched an awareness campaign to measure effectiveness in driving footfall to 11 of its stores across Indonesia through a special promotion. The campaign ran across three weeks from 10 October to 31 October 2019, and saw a total visit of 3,191 in footfall across its 11 stores, of which 80% of it were commuted between 1KM to 5KM. Throughout the campaign span, 68% of visitation also came from those exposed to ad before seventh day. 

As part of the campaign, Pizza Hut Delivery Indonesia tapped on Xaxis' solution "Beyond" and conducted a footfall attribution campaign, tracking footfall its 11 stores across Indonesia, while ensuring its website is tagged with an [m]Insights Activity Pixel. The footfall data and cookie-based website visitor data are then consolidated. [m]Insights is a media planning tool with cross-channel planning, creative workflow management, unified audience frequency capping and location-based and in-demo reach management.

Once the campaign concluded, the brand used data analytics to consolidate, map, and analyse the data captured. In the span of one campaign, Pizza Hut Delivery Indonesia evolved its nascent experience with programmatic campaigns to being fully equipped for a whole host of advance programmatic strategies. 

For example, with the many frequented location segments, browser-behavior based interest segments, and movement-based interest segments provided, the brand can now enhance its audience targeting strategy to be more precise and performance-driving. Also, with a clearer view of its store and website visitors, Pizza Hut Delivery Indonesia can now re-engage customers through retargeting campaigns. Additionally, the competitor analysis provided allows it to run competitor conquesting campaigns, targeting the audiences likely to frequent its competitors and diverting them to Pizza Hut Delivery instead. Last but not least, visibility into the audience personas seen most in-store and online allows the brand to engage in dynamic creative messaging, using tailored creatives to drive personas to the channels where they are most likely to convert.

Alfitrahmat Saputro, brand digital manager, Pizza Hut Delivery said: “Unlike traditional panel-based market research, Beyond provided us with an audience analysis based entirely on the real-world behavior of our actual customers on both our website and physical stores. The insights and segments we have been given can supercharge future campaigns we run with Xaxis.”

Yunnita Avreda, country head for Xaxis Indonesia, added: “We were excited to work with a client so open to trying new innovations. With customers who can interact with the brand online, through their delivery website, or in-store, through pick-up and take-out, Pizza Hut Delivery Indonesia was a perfect fit for Beyond and its capability to bridge online and offline consumer data.”

Launched in 2007, Pizza Hut Delivery is a sister company of Pizza Hut Restaurant which focuses its business on home meal replacement that covers both delivery and takeaway services. With Pizza Hut Delivery, the company can reach wider customers as it also covers secondary cities.

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