Firezza -  order & pay for your pizza without saying a word

Overview

Firezza, a London-based chain of specialist pizza restaurants with home delivery, use a KODIME solution to enable Mobile Marketing and M-Commerce. It provides the company with advanced mobile campaign management in combination with instant ordering of menu items, directly from any mobile phone.

Objectives

The Firezza chain wants to raise brand awareness and widen its reach for the home delivery service. The ultimate goal is to increase the total number of orders and the frequency of orders, while maintaining operational efficiencies and customer service excellence.

Details

Mobile marketing and transactions are a perfect match for home delivery of meals such as Firezza's great choice of fresh pizzas. Reminders, special offers and order taking from any mobile phone mean better service, convenient ordering and improved marketing ROI for the restaurant. The special nature of mobile CRM allows for very user friendly ordering, using the mobile number to link customer details such as the delivery address automatically.

Using the KODIME solution, the marketing and operations team at Firezza are in direct control of outbound campaigns that are highly targeted and timely, individually set for the chain's multiple branches across London.

Product

The ZOOMtxt® PRO solution for Firezza is delivered as Software as a Service, i.e. 100% web based with both application and all data hosted at KODIME's secure data centre. The software connects with all UK mobile networks using a shortcode number, and enables an advanced Mobile Internet storefront with dynamic content optimisation, data capture and transactions.

The CRM Module enables

• Audience segmentation by postcodes, numbers of orders, most recent orders etc
• Unlimited groups and profiles
• Easy import from the client's existing customer database

The Mobile Marketing Module enables

• Creation out outbound campaigns, personalisation, to specific audience segments
• Scheduling of such campaigns for automatic delivery by weekday and time
• Insertion of links to the Mobile Store, i.e. combine a marketing message with instant call to action

The M-Commerce Module enables

• Mobile Internet-based storefront, optimised dynamically by handset, from WAP models to the latest iPhone and Blackberry
• Shopping cart to browse, select and place order
• Option to pay on delivery or instantly, using PayPal Mobile

The Reporting Module enables

• Live reporting on all messages in and out
• Campaign response tracking, including Mobile Internet click-throughs
• Store orders by customer and transactions, total value generated and more

Results

Firezza has substantially increased sales volumes, is attracting and retaining a large number of new customers, and has positioned itself successfully in a highly competitive environment.

The program and solution have received a "Highly Commended" result in the Mobile Marketing category, Digital Innovation Award 2009, econsultancy.