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TECHNOLOGY

Salesforce installs DMP at KFC India to propel personalisation of orders
Friday, 12 July, 2019, 08 : 00 AM [IST]
Nandita Vijay, Bengaluru
Salesforce has now installed its data management platform (DMP) at KFC India to propel personalisation of its food orders. The move has enabled KFC India to capture more customer data to keep pace with an increase in demand for varied tastes of the menu.
 
The American fast food restaurant chain is a subsidiary of Yum! Brands, which is a restaurant company, which also owns the Pizza Hut, Taco Bell, and WingStreet chains.

KFC India operates over 350 restaurants across the country. It intends to drive visitors to its restaurants and also increase orders through its website and app. To compete and win customers, it turned to Salesforce, which has developed the predictive intelligence technology to evolve its marketing and the customer experience.
 
Moksh Chopra, chief marketing officer, KFC India, said, “There is a growing challenge with new delivery apps in the region investing heavily in marketing and appealing to the digital consumer.”

“The restaurant industry in India is hyper-competitive, and as our customers experiment with different outlets and new apps, we need to ensure we are able to understand individual customer needs and preferences to provide them offerings that are highly relevant,” he added.
 
“The choice and convenience available to customers means businesses need to get smarter about engagement. For us, it is a move to better understand our customers and satisfy their cravings for a personalised experience,” Chopra said.

“With Salesforce, we can really get to know our customers and personalise their experience even as their behaviour and preferences change. In fact, in the past, we would send out the same communication to everyone in our database. Communications have been been contextualised,” he added.

The objective for KFC India is to reach every customer with 1:1 messaging and offerings that predict what they would order next. This has made data capture a priority.

Using Salesforce DMP, KFC India can capture information about its dine-in and delivery customers. The information also encompasses transaction data such as customer  contact details, which products they are ordering and the channels opted to access the menu. However, all this information is kept highly confidential and used only with customer permission.
 
With these insights, KFC India has begun to segment customers and its campaigns are evolved around n consumption and spending habits. Campaigns are primarily sent via email, SMS and in-app notifications, with the latter lowering the cost and making it easy to measure engagement.
 
“The Salesforce DMP streamlines a system to capture more customer data and segment it more precisely. If we can better understand our customers across all of the different touchpoints, including social media, we can start to predict their behaviour and send them communications with the most relevant offerings that more likely to convert,” said Vipin Gupta, head, digital, Yum! Brands.

Now, KFC India noted that it is already experiencing the results of its marketing transformation. A multi-channel campaign using SMS, email and in-app notifications was run during a recent cricket season and resulted in substantial increase in CRM (customer relationship management) revenue contribution and overall ROI (return on investment).
 
“The path we are on with Salesforce has us excited about the future. It has given us what we need to not only sustain the competition, but deepen engagement with customers as their preferences evolve,” said Gupta.
 
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