KFC India makes investment in Salesforce solutions for driving personalisation

Fast food restaurant chain KFC India has made an investment in Salesforce solutions to offer the much-needed choice and convenience to customers. With this investment, the brand wanted to mature its campaigns and offer customers with increasingly relevant offerings.

KFC’s move to invest in the Salesforce Data Management Platform (DMP) will help it in capturing more customer data and segment it more precisely.

Moksh Chopra, Chief Marketing Officer of KFC India, said, “The restaurant industry in India is hyper-competitive, and as our customers experiment with different outlets and new apps, we need to ensure we are able to understand individual customer needs and preferences to provide them offerings that are highly relevant.”

“To compete and win customers, KFC India has turned to Salesforce to evolve its marketing and customer experience. For KFC India, this has sparked a journey to better understand its customers and satisfy their cravings for a personalised experience,” he added.

KFC targets to know its customers with Salesforce

The QSR chain runs over 350 restaurants across India. KFC targets to drive visitors to its restaurants, and also increase orders through its website and app.

Chopra stated, “With Salesforce, we can really get to know our customers and personalise their experience even as their behavior and preferences change. The vision for KFC India is to reach every customer with 1:1 messaging and offerings that predict what they will order next. This has made data capture a priority.”

With Salesforce, KFC India is aiming at capturing information about its dine-in and delivery customers, including all transaction data like customers’ contact details, which products they are ordering and which channels they are using.

“With these insights, KFC India is starting to segment customers and personalise, to a certain extent, campaigns based on consumption and spending habits. In the past, we would send out the same communication to everyone in our database, whereas now communications are contextualised,” Chopra further said.

Utilizing multi-channel campaigns

The restaurant chain is experiencing the results of its marketing transformation. It ran a multi-channel campaign, using SMS, email and in-app notifications, during a recent cricket season, and resulted in substantial increase in CRM revenue contribution and overall ROI (return on investment).

Vipin Gupta, Head, digital, Yum Brands, stated, “If we can better understand our customers across all of the different touchpoints, including social media, we can start to predict their behavior and send them communications with the most relevant offerings that more likely to convert.”