Pizza Express Club app is allowing the business to better understand consumer habits throughout the omnichannel experience, according to digital and loyalty director Arslan Sharif.
“The key thing is building a better understanding of our customer behaviour around these different channels - the app really does that,” he told delegates at MCA’s Hostech conference.
On top of being a “great proposition”, Sharif said the app, which offers customers a range of perks through interaction with Pizza Express’ retail, dine in and delivery channels, is also helping the business understand how to personalise the customer journey.
“The app builds all of those data points together, so I know who has gone into our restaurant last week, exactly what they purchased, if they’ve then purchased a pizza through Tesco and then done a delivery the week after.”
The business is also considering how AI can complement this data collection, alongside improving the experience in Pizza Express restaurants.
The Pizza Express Club app was launched in 2021, and now has over 2 million members.
It gives consumers access to the brand’s best deals, through an “earn and burn” mechanism. Through collecting pizza stamps, guests can achieve bronze, silver or gold tiers based on frequency of visit.
“As you’d expect, the more you dine with us, interact with us as a brand, and the more loyal you are, those free reward mechanisms just get bigger and bigger,” said Sharif.
This year the brand has also introduced a gamification aspect to the app, in order to drive this frequency.
“It’s a rich experience”, added Sharif, describing a focus on table service which stays true to the call of the Pizza Express brand.
“Unlike other loyalty programmes where you go to the till to scan the app, we really wanted that table experience to be at the heart of our digital proposition.”
Checking into the table via app, guests can then view their bill, pay or split their bill, as well as see the savings they are making.
This specific mechanism is driving value for money perceptions among customers, said Sharif.
Moreover, advocacy is a key capability, with app users able to recommend a friend.
Currently, just under 10% of the business’ base is through these referrals.
“We are really homing in on pushing loyalty through all touch points”, said Sharif, adding that the business is seeing this drive results.
Measuring NPS scores for those who are in the club, compared to those who are not, there is an 18 point difference.
Furthermore, the brand is seeing higher frequency year-on-year, alongside higher annual customer spend for app users.
“Through that digital experience we can talk about other products, new menu launches, and that gets customers to spend more.”
“More importantly, we are beginning to join up the data and understand more about the omnichannel experience - who is shopping where and who is experiencing our brand.”
