Case study
Kotipizza increased customer loyalty and purchase frequency through marketing automation
Kotipizza is the largest pizza chain in the Nordics, with over 280 restaurants across Finland. Their menu blends traditional pizza flavors with unique Nordic twists – so no wonder they have a special place in the hearts of locals.
Kotipizza wanted to increase the number of loyal customers and purchase frequency by using their own media. They had already implemented a marketing automation platform, Custobar, and made a preliminary action plan.
At that moment, their email marketing was heavily focused on campaigns. There was a dire need for automated care models – to serve customers at the right moments with the right content.
However, Kotipizza’s team didn’t have the time to put these into practice or take advantage of other low-hanging opportunities.
Systematic and business-driven development
In the fall of 2021, we began collaboration to develop Kotipizza’s marketing automation. They needed a partner to implement the already planned actions and to design new marketing automation activities.
Hopkins started by creating an action plan that supported the given business goals.
We then moved forward with a model where a new automated care model was built, or an existing care model was improved, each month. This provided a clear focus for the work, and allowed Kotipizza’s team to participate with minimal effort. Hopkins was responsible for the implementation of automated care models. The development work was carried out in close collaboration with Kotipizza’s other partners.
We also incorporated regular A/B testing right from the start to maximize results.
Driving loyalty program growth with automations
Increasing the number of loyal customers was one of Kotipizza’s key objectives. After implementing several new automations, it became clear that customers who received automated communications were significantly more likely to join Kotipizza’s loyalty program than other customers.
We started to promote the benefits of joining the loyalty program after chosen touchpoints, for example after a purchase, when customers are typically more receptive to various messages. This care model has been in use since December 2021 and has led to impressive results: over 30% of those who receive the message join the loyalty program.
Increasing purchase frequency by smart activation
Another key objective for Kotipizza was to increase purchase frequency. Given the large customer base for a brand like Kotipizza, it was essential to understand customers at different stages of their journey as well as various segments.
Hopkins used the RFM matrix tool found within Custobar to identify the most potential customer segments based on the recency, frequency and monetary value of their purchases.
We then implemented several nurturing models to engage customers with tailored content, considering their stage in the customer journey and their segment. Every purchase generated through automation contributes to increasing purchase frequency and supports business objectives.
Automations offering loyalty benefits have been particularly effective. Also the automations targeting customers at churn risk have achieved conversion rates of over 10%.
Productive and rewarding collaboration
Both parties have been extremely pleased with the collaboration.
Johanna Kuosmanen, at the time Digital & Customer Experience Director at Kotipizza, describes the partnership as follows:
“It has been exceptionally easy, pleasant and efficient to work with Hopkins. They have provided us with the extra hands we needed to implement our marketing automation plans in a controlled and organized manner. Hopkins is a professional partner in utilizing Custobar, the marketing automation tool we use, and with their help we have been able to get much more out of it.”
Janina Keskinen, Lead consultant at Hopkins, shares:
“Developing marketing automation with Kotipizza has been truly fruitful. They have understood the value of the work and prioritized it from the beginning. We’be been able to build automations that genuinely support Kotipizza in achieving their key objectives. The work is systematic and truly business-oriented. The development has been further aided by the seamless collaboration between different parties, for example working with those responsible for content.”
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