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Pizza Hut Hong Kong reveals the secret to CRM success

Pizza Hut Hong Kong has won widespread respect for its marketing-leading online ordering application which incorporates a customer loyalty program and proactive personalised marketing.

Delegates to Retail’s Cutting Edge on January 31 will be able to hear first hand how the project was established and why it has proven so successful from Ravel Lai, regional IT & digital director with Jardine Restaurant Group, the parent of Pizza Hut Hong Kong.

The fast-food chain launched online ordering in 2006, and thanks to the development of the mobile app, digital orders now account for more than 60 per cent of all delivery sales – more than double the volume of its call centre.

By linking the app to a loyalty program, Pizza Hut is able to improve the overall customer experience, achieve incremental sales, and drive customers into physical stores to redeem rewards. Features of the loyalty program via the app include allowing priority queuing at restaurants, and encouraging sales by relevant and  mely messages to members – such as warning a storm is on the way and reminding them that Pizza Hut can deliver their dinner so customers can stay dry.

Lai has been confirmed as a key speaker at the day-long retail innovation and technology seminar, being organised by Inside Retail as part of the StartmeupHK festival led by InvestHK. Named China’s top CIO in 2016, Lai added to his growing list of accolades earning a place among the Top 50 Innovative Leaders in Hong Kong by Inside Retail Hong Kong last year. His team has won Pizza Hut several awards for digital and social media execution and marketing during the last few years.

Ravel Lai is an IT and digital veteran with more than 25 years’ experience in the retail industry, including in fashion, FMCG, food and beverage and shopping malls. He rejoined Jardine Restaurant Group Hong Kong four years ago as regional IT & digital director managing teams for Pizza Hut and sister brand KFC in Hong Kong, Macau, Vietnam and Myanmar.

Lai is in a unique role running two teams, one focused on technology, the other on marketing, giving him a rare insight into the execution of strategies and allowing rapid design and implementation of campaigns across any media. He understands the customer journey, marketing and the technology which drives it.

To hear Ravel Lai explain the success of its leading edge customer relationship marketing technology, register online to attend Retail’s Cutting Edge.

This story was first published on Inside Retail Hong Kong.

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