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CASE STUDY

Chick-fil-A increases online revenue through customer engagement and loyalty

Extends legacy of customer focus, community service, business innovation, into digital world

Company

1,600 employees

Industry

Restaurant

Region

North America

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.

Challenge

  • Increase customer engagement and loyalty

  • Increase online revenue

  • Extend focus on customer, community service to digital presence

  • Personalize digital interactions

  • Leverage storytelling to inform, engage

Solution

Result

  • 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%

Personalization is the future, and brands that want to deliver meaningful customer experiences must become skilled in this area. Sitecore and Arke made our journey possible with their market-leading solutions and expertise. The hard work is worth it because your customers are worth it.

Tiffany Greenway
Marketing Technology Leader, Chick-fil-A

Achieving business goals

To increase visitor engagement with website stories, Chick-fil-A tested Geo-IP personalization. The company also personalized stories according to user personas, something Sitecore XP enables through the ability to respond in real time to customer behaviors. By presenting stories pattern-matched to Chick-fil-A’s “Fan” customer segment, the company saw a 175% increase in detailed story page views and an 85% rise in Engagement Value.

Testing a campaign for a new product targeting a region, Chick-fil-A raised product page views by 44% and catering orders by 16%. In another initiative, it tested cross-selling of catering selections, promoting a breakfast item to users who’d previously ordered similar items for lunch. Orders leaped 450% and overall Engagement Value rose 143%.

Platinum Solution Partner

Arke is a Sitecore-focused digital agency with practice areas in strategy, data, technology and experience optimization whose clients see digital results that surpass all expectations and deliver positive financial outcomes. Their team includes a high concentration of Sitecore specialists who ensure clients are fully leveraging the platform and adhering to best practices for optimized operations.

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