Case study: Pizza Hut Delivery grabs a slice of RCS messaging

Quick stats 
  • Initial RCS trial saw Pizza Hut Delivery send messages to 150 customers over RCS and SMS: RCS showed much higher levels of engagement, with a click-through rate that was 280% higher than SMS.
  • RCS single rich cards (rich media field within the RCS message) that displayed singular offer were more successful in gaining consumer attention than carousels of deals.
  • Transactions were 13% higher than SMS.

Pizza Hut Delivery is a leading international franchise and has worked with IMImobile for the last eight years to evolve its customer communications. With a history of tech innovation, Pizza Hut Delivery trialed a Rich Communication Services (RCS) Business messaging campaign to share promotional offers with customers.

Why RCS?

Using RCS, Pizza Hut Delivery customers were sent branded messages which included a company logo and ‘blue tick’ verification icon to confirm the message was genuine. The message provided a carousel of pizza and drink offers and if interested, customers could then click through to the website and place an order.

Contact details for their local outlet were available if customers clicked on the Pizza Hut logo, while T&Cs and opt-out options were also clearly displayed.

RCS also put Pizza Hut Delivery in a better position than SMS to analyse the impact of its campaign – open rates, for example, make it possible to identify the kind of offer that customers are most likely to engage with, so that to adjustments can be made on the fly.

Three trial campaigns

During the first trial, messages were sent to 150 customers over RCS and SMS. RCS immediately showed much higher engagement with customers, delivering a click-through rate that was 280% higher than SMS.

For the next two trial campaigns, activity was significantly scaled up – firstly to 720 customers and then 64,000. Again, RCS messages received a much higher click-through rate than SMS: 12% higher than SMS for the second campaign and then 37% higher at the third attempt.

Converting interest into transactions

 With RCS consistently providing higher click-through rates than SMS, IMImobile’s attention then turned to helping Pizza Hut Delivery convert that into transactions. For this, they decided to investigate whether a single rich card containing one single deal/offer would help pin-point customer attention more than a carousel with multiple options, and make them more likely to convert.

RCS still had a higher click-through rate than SMS, but with the simplified approach, this also pulled through to transactions, which were 13% higher for RCS than those generated by the SMS campaign.

 

We’ve always taken pride in the innovative approach we take when interacting with customers. We believe that RCS messaging has the potential to take our mobile customer communications to the next level, both in terms of providing a more visual experience and a greater understanding of how customers are interacting with our promotions. So, it was particularly interesting to see the single rich card offer was more popular than multiple offers sent via a carousel. We will take the learnings on board as we develop our RCS strategy further.

Catriona Woodward, Head of Digital at Pizza Hut Delivery