Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work. In September and October, we’ll feature market research experts.
Satisfied customers are the heart of your business. Keeping them satisfied keeps them loyal customers. Pizza Hut capitalizes on this strategy through the right digital strategy, pricing and market research.
Rachel Lorraine is Director of Strategic Pricing at Pizza Hut. She’s also a presenter at The Market Research Event (TMRE) on October 16-18 at the Westin Kierland Resort & Spa in Scottsdale, Arizona.
As a preview to her presentation, “Pizza Hut’s Secret Sauce – a Virtual Test and Learn Platform,” Rachel shares her insights on the importance of getting your digital strategy, pricing and UX testing right.
Peggy L. Bieniek, ABC: How does the right digital strategy help shape an organization’s future success?
Rachel Lorraine: For Pizza Hut, our digital strategy is critical. We live in a world where more than half of our transactions take place online – and that number is steadily growing – and even more consumers are using our website as a menu, virtual coupon drawer, etc. As our biggest storefront, the website carries a big responsibility – it must capture consumers’ attention, be easy to navigate and shop, ensure transparency throughout the process, communicate key brand messages… the list goes on and on. For all these reasons, getting it right is paramount to our success.
PB: What role does pricing play in helping to enhance brand performance?
RL: Pricing is a mechanism that is essential to helping us achieve both short and long-term success. We want to make sure that we’re pricing items appropriately, based on what consumers are willing to pay and what the market will support. However, we must also always ensure that we’re delivering profitable transaction growth. It often feels like a tightrope, but when we get the balance right, the impact is significant.
PB: How does the “test and learn” platform data help tell a compelling marketing story?
RL: For us, it has been a great tool for helping us to prioritize strategies and workflow based on anticipated consumer behavior. We have a robust UX testing program, but often times this is solely focused on the online experience – what consumers see and think – as opposed to what they actually do in response to changes. A virtual test and learn platform has helped us take our analysis one step further, so that we’re making holistic decisions with an eye towards how it will affect the bottom line.
PB: What will people gain from attending your conference presentation?
RL: Hearing about a new research methodology is always interesting, but I personally love to see actual use cases to better understand and visualize how I might apply something. My hope is that the presentation will bring to life a unique research approach in a meaningful way. It also has some fun information on Pizza Hut overall and how we’re thinking about our business moving forward.
Want to hear more from Rachel? Join us at The Market Research Event (TMRE). Learn, network and share best practices with the most influential leaders in market research. Stay connected at #TMREVENT.