DNA system enhances marketing efficiency and campaign successes

DNA system enhances marketing efficiency and campaign successes

UK restaurant chain, Pizza Hut has taken on online campaign management system, DNA from retail software and services provider, SP Group (part of St Ives).

Using DNA, Pizza Hut now has one centrally managed, online marketing resource, providing better visibility and control of point-of-sale (PoS) campaign allocation and streamlining the production process for significant production savings. The system also enables area managers to personalise marketing campaigns for individual restaurants to support local store marketing activity.

Nick Minchin, senior brand manager of full service restaurants for Pizza Hut commented: “DNA incorporates two key modules, Datastore and Artwork. Artwork enables us to centrally manage the creation and production of Pizza Hut marketing and in-store promotional items, and Datastore enables us to capture and interrogate all information, both visual and descriptive, about each Pizza Hut location across the UK.

Cutting costs, increasing relevance

“By utilising one system to manage and track all our point of sale for our dine-in restaurants, we have significantly reduced the time and cost of managing our assets. For some common applications, such as window signage for restaurant opening times, we now host set template artwork within the Artwork module, where users can order and personalise these items online. This has enabled us to cut some traditional artwork costs and better engage our customers with signage relevant to local markets.”

DNA is currently used to service over 370 Pizza Hut restaurants across the UK. As the hub for all print transactions through multiple St Ives sites, DNA is a crucial management and communication tool.

By also utilising DNA’s report functionality, the Pizza Hut marketing team have access to management information, which is also shared with other departments such as procurement and business development – key to business planning.

Data gathering and analysis proves key

Prior to implementation of DNA, Pizza Hut used the St Ives Forward Thinking team to provide PoS reviews and full restaurant/store audits. These identified the way in which each restaurant managed the process of ordering, storing and using their marketing and promotional products. This information was then used by the DNA team to recommend process improvements and establish Pizza Hut’s exact requirements for the DNA system.

Utilising DNA’s features and services, Pizza Hut is now able to manage its PoS allocations more efficiently, ensuring consistent branding and reducing print costs by only printing what is needed. What’s more, in a controlled environment, it is also enabling individual restaurants to personalise their marketing and signage applications, and localise their messaging, offer or campaign details to better meet local expectations or buying trends.