Developing a 360° view on customer loyalty
Panera developed a 360 degree understanding of customers to guide brand building, direct behavior-based strategies and tactics, enhance personalization and drive enhanced traditional and digital targeted media strategies.
Integrate attitudes, needs and emotions that help define the Panera brand
With the rollout of the MyPanera rewards program, the brand was capturing in-café behavior data for millions of customers and transactions. While potentially a powerful resource to guide marketing strategies, the data didn’t adequately account for consumer attitudes, needs and emotions that are so important to the Panera brand.
Integrate data sources and identify key segments
We integrated four different data sources to identify primary and secondary targets that drive current sales and have the greatest growth potential. Then, with a 360 degree understanding of their attitudes, needs and emotions, plus the in-café behaviors, we connected segments to the database and other media & communications planning tools. This empowered the ideation, design and execution of powerful segment-based strategies and tactics.