Papa Murphy’s Partners With Bridg for Data Insight
Data drives business and has for some time. Take a look under the hood of any large restaurant operation and there is a huge amount of data. Now it’s just a matter of what to do with it all.
To turn its pile of transactional information from the nearly complete POS upgrade into actionable data, Papa Murphy’s has partnered with Bridg, a restaurant-specific data and “predictive intelligence" company.
Founder and CEO Amit Jain said the seed of the data surrounds the transaction.
“You cannot ID a person uniquely just by looking at that data. Bridg has access to a unique set of data that allows us to look at partial payment identity that is available in the POS that is then completed by combining it with our data,” said Jain. “So what ends up happening is restaurants cannot find out who the customer is, but when the data comes into the Bridg system, we process it for them to provide the entire customer profile—for not only those in a loyalty program, but all customers—including their buying patterns.”
To anyone familiar with all the useless data that comes out of a business, this is huge. The system makes all of that data great again by essentially filling in the blanks, amplifying Papa Murpy’s modest number of loyalty members by an incredible amount.
The move is part of several updates that Papa Murphy's SVP of technology and chief development officer Jayson Tipp has been rolling out, including new designs, new real estate tactics and new marketing strategies and a new ecommerce platform. The first of which was getting all stores to a singular POS. When he started in 2012, just 400 of the stores had a digital POS, but they’re looking to have all of the more than 1,500 locations updated by the end of the summer.
That connected data will compliment loyalty records in a new effort for precision marketing that will push out “tailored offers at the right time to further our mission of helping solve the dinnertime dilemma for busy moms and dads,” said Tipp.
Jain said the system means focused targeting is much easier, and more beneficial than simple email blasts .
“Now, you’re sending them emails based on their behavior with you and when it’s important and appropriate to send it rather than just send out emails every few days or every week,” said Jain.
He said the results of such marketing are extremely efficient.
“In our platform, we have customers who have created more than $1 on their cash register for every email sent. That means it has to have a very high open rate, very high click through and engagement rate and actual redemption on usage rate,” said Jain. “It fundamentally changes how you communicate with your customers. Instead of shouting at them, you’re talking to them in a way that’s tailored to each individual customer, which is why these rates are so high.”
The system, which is priced accordingly to ROI, is more than just coupons. As seen in any coupon-happy company, there’s no sense giving away free food if the customers don’t come back.
“You see all these people who lapsed, a coupon in that situation might be a good way to reconnect with them,” said Jain. “But you can look at their historical value to see if you should be giving them a free meal or a free cookie. All of that can be tailored so you’re not just giving out free food to anybody and everybody.”
Of course, anyone who shops online regularly has seen tactics like this. And Jain admits it’s nothing new.
“The online world of commerce has really fundamentally built upon this concept that a business can know every single customer and improve every aspect of the business by leveraging that data,” said Jain. “It allows us to now apply everything that has already been proven in the digital world, whether it's marketing or analytics, we can bring it to the offline world and make it as smart as online counterparts.”