MARKETING/SOCIAL MEDIA

Papa John’s touts online ordering in TV ad

BY Marianne Wilson

Louisville, Ky. — Papa John’s is launching a television commercial starring iconic sportscaster Jim Nantz, and Papa John’s founder, chairman and CEO, John Schnatter, touting the company’s online ordering platform. The commercial also reminds consumers that Papa John’s was the first national pizza company with online ordering at all of its U.S. delivery restaurants in 2001.

“This commercial does a great job reminding consumers that Papa John’s has been, and continues to be at the forefront of technological advances that meet the rapidly evolving demands of tech savvy consumers,” said Bob Kraut, Papa John’s chief marketing officer. “As a visionary, our founder recognized very early on that customer ordering habits were likely going to change with the rapid growth of the internet. As a result, we were not only the first with online ordering, but a slew of other technological advances that continue to help drive the category.”

Some of those other technological firsts include the first national pizza company to offer SMS text ordering in 2007; the first to launch a nationwide digital rewards program in 2010, Papa Rewards, which remains the only program of its kind in the category; and earlier this year the first national pizza company to offer mobile-optimized gift cards. All of these technological advances have helped the company generate more than 45% of its orders through its digital channels, a higher percentage than any other national pizza company.

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News

Sleepy’s taps Demandware cloud commerce platform

BY Marianne Wilson

Burlington, Mass. — Sleepy’s, one of the nation’s leading mattress retailers, has deployed a cloud commerce platform as the backbone of its digital operations. The company has launched new web and mobile commerce sites new web and mobile commerce sites on the Demandware platform. Sleepy’s switched from an on-premise platform to Demandware’s cloud solution as part of a strategic move to advance its omni-channel initiatives and provide consumers with consistent experiences across all channels, including web, mobile and the physical store.

Sleepy’s abandoned its legacy on-premise platform because the cost of ownership had become a barrier to innovation. The retailer needed to continually upgrade hardware to keep up with its growth; software upgrades were laborious and cost-prohibitive; and in-house control was lacking.

“We made the decision to move to a cloud platform because we needed a more agile solution for our growing business,” said Christopher Cucuzza, VP of technology for Sleepy’s, which has more than 1,000 locations. “Although we are a traditional brick-and-mortar retailer, we recognize that consumers are increasingly connected and that we need to evolve to meet the needs of our customers. With our on-premise platform, we just couldn’t move fast enough. Demandware is a much more flexible solution that gives us full merchandising control along with smarter economics.”

Sleepy’s turned to Demandware’s cloud solution because it provides a better model to support the company’s growth strategy and enables the speed, agility and innovation necessary to keep pace with continually evolving consumer demands. With the solution, Sleepy’s now has a flexible and scalable platform to support its holiday intensive business, without the burden and cost of infrastructure management.

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OPERATIONS

Clark’s Americas steps up online engagement

BY Dan Berthiaume

Newton, Mass. – Clark’s Americas Inc., a division of the global shoe brand with more than 300 stores in the U.S., is deploying the Yottaa Engagement Cloud to optimize user engagement and business performance on its U.S. e-commerce site. In fall 2013, the e-commerce team at the Americas division of Clarks sought a solution that could help scale and provide a consistent, engaging Web experience throughout the busy holiday shopping season and beyond.

The Clarks Americas team also wanted to reduce the time and resources necessary to maintain and improve its U.S. e-commerce site, while still hitting goals for increasing conversions, order value, and revenue. After deploying Yottaa Engagement Cloud, Clarks’ U.S. website has already shown improvement in key engagement metrics. Yottaa’s proprietary technology enables faster image rendering and prioritized content sequencing based on user context. As a result, Clarks Americas has seen a decrease in bounce rates and increase in pages per visit and visit duration, which have had an impact on conversion rates and order size.

The Yottaa Engagement Cloud is a SaaS platform that monitors and optimizes user engagement to increase conversions and revenue across mobile and web sites. Yottaa’s proprietary context intelligence technology senses a user’s location, browser, device, Internet connectivity, and in-page interaction to sequence application content delivery and display. The anticipated result is enhanced performance and a more dynamic, personalized level of engagement.

“We wanted find a solution we could continue to leverage after the holidays for optimization and scale on a permanent basis,” said Rick Almeida, director of e-commerce at Clarks Americas.

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