Papa Gino’s taps IBM for data analytics

June 12, 2011

Papa Gino's has implemented IBM business analytics software to closely measure data pulled from the chain's online customer loyalty program.

The customer loyalty program has recently boasted a 50 percent increase in the total of an average order at the company, which includes Papa Gino's pizza and D'Angelo's sandwiches.

With the software's deployment, the company now has the ability to compare this and other performance data from all of its marketing and promotions activities with pizza sales and frequency of transactions, and then measure them against the company's performance goals. As a result, Papa Gino's can tailor its mobile commerce campaign more effectively to help increase both the average ticket price as well as ordering frequency.

IBM's business analytics has also helped Papa Gino's more effectively tailor its online ordering campaigns to drive both an increase in value of the average ticket and the frequency of orders.

"We are finding as more and more people join our rewards program our transaction count grows significantly. That's not something we would have been able to tell as easily without being able to track and analyze that data on customer feedback and response," said Paul Valle, chief information officer of Papa Gino's.

Prior to using business analytics, Papa Gino's struggled with drawing intelligence from multiple sources of disparate information. Managers often spent 80 percent of their time gathering data and less time acting upon it.

Store managers now receive daily reports which helps gage anticipated volume and make sure they're in tune with sales forecasts. They can also monitor whether the labor forecast is aligned with sales forecasts.

Using mobile devices to analyze real-time data

Papa Gino's is also looking to apply these analytics to better help employees access real-time data through mobile devices. District managers will be using tablets such as iPads and smartphones to instantly access information that allows them to respond to data about orders, inventory and sales instantly.

"Our district managers used to spend hours a day pulling together all their information. Now they can spend hours a day doing something about the information," said Valle. "We're confident in our ability to gather and use this data intelligently. It's truly the future of how we are going to run our business here."

Topics: Business Strategy and Profitability, Customer Service / Experience, Marketing / Branding / Promotion, Online / Mobile / Social, Online Ordering, Operations Management, Staffing & Training, Systems / Technology, Trends / Statistics

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