Chick-fil-A increases online revenue through customer engagement and loyalty
Extends legacy of customer focus, community service, business innovation, into digital world
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.
- 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
- 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%
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.
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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