CASE STUDY
Chick-fil-A increases online revenue through customer engagement and loyalty
Digital presence extends customer community
Chick-fil-A is known for its signature Chick-fil-A® Chicken Sandwich, served at 2,300 restaurants nationwide. With revenue of $9 billion, 2017 represented its 50th consecutive year of sales growth.
To extend its community-focused corporate philosophy and transform from a crowded informational website to a smart, customer-focused multimedia platform, the company turned to Platinum Sitecore partner and digital-innovation specialist, Arke. Chick-fil-A also joined the Sitecore Xccelerate Program, which helps select customers accelerate the use of Sitecore XP to realize strategic business value.
Chick-fil-A identified three strategic business objectives: to increase engagement, online revenue, and customer loyalty. To optimize customer journeys, Chick-fil-A leveraged Sitecore analytics. Chick-fil-A also used customer insights to prioritize customers’ functional needs. These include access to menu, location and “about” information, along with storytelling content.
About
Chick-Fil-A
Retail
North America
Products
XP
Personalize digital interactions
- Increase customer engagement and loyalty
- Increase online revenue
- Extend focus on customer, community service to digital presence
- Leverage storytelling to inform, engage
Solutions used
- Sitecore® Experience Platform™ (XP) (v8.2) (v9 planned)
- Sitecore Path Analyzer
- Sitecore Analytics
Leveraged context marketing to personalize digital content
- Integrated online ordering to increase revenue
- Through cross-selling, online breakfast catering orders rose 450%; Engagement Value rose 143%
- Targeted campaigns raised new product page view 44%; catering orders 16%
- “Fan” customer segment story page views rose 175%; Engagement Value 85%