Taking Brand Loyalty to the Next Level
Boston Pizza had a big goal. They wanted to make their guests more loyal to their brand. To do this, they needed to come up with a way to engage them in a relevant way, better understand their needs, and personalize their Boston Pizza experience.
The solution was to build a digital infrastructure, which would allow Boston Pizza to manage and develop an ongoing 1:1 relationship with their guests, while allowing them to have a seamless experience across multiple Boston Pizza digital and physical properties.
A Seamless Ecosystem
The MyBP ecosystem is a centralized data management system that connects all platforms. It also manages guest data preferences and transactions associated with more than $1 billion in annual volume. Plus, the MyBP app allows for seamless identity management across more than five consumer touchpoints: desktop, mobile site, mobile app, email, online ordering, and their in-store POS system.
Strengthening Customer Relationships
To strengthen Boston Pizza’s relationships with its customers, we also developed a connected customer service portal. It allows Boston Pizza’s support staff to do the following things: access and edit guest profile information, trigger offer/coupon delivery, revise guest communication preferences, and view guest and program analytics.
It was designed to be so intuitive that the customer service representatives at Boston Pizza could quickly and easily solve issues for their guests without requiring any knowledge of the back-end infrastructure.
Just the Beginning
Since it was launched in August 2014, MyBP has acquired more than 535,000 new customers, more than 200,000 iOS and Android app downloads and over $6.5MM in app e-commerce revenue. So far, more than 600 people join the program each day. ICF Olson and Boston Pizza are working diligently to continue to shift the guest experience from a physical one to an integrated one, leveraging exceptional digital tools and technologies to revolutionize the Boston Pizza dining experience.