You once said: ‘When marketing is done well, it's the engine of the company.’ Isn't the engine the people making the pizzas? Or the ovens even?
‘The engine is in driving growth and looking for opportunities. That comes through improved product, pricing strategy, service, campaigns, etc. And marketing is driving that. And then you have to execute really well; that's operations. So, marketing and operations are the two drivers. The fun of working in marketing in our company, is that you're handling all those levers. In other companies it's more divided in silos. I think it really works well when you can oversee everything and steer that engine very fast.’
Your goal as a CCO is to offer customers a frictionless shopping experience. How hard is it to control every step of that journey?
‘People want an alternative to an everyday hot meal. And they want that in a convenient, controlled and reliable way. That's why we have a truly integrated journey, where we have our own drivers, kitchens, fresh dough, etc. We spend a lot of time digitally enabling the stores so that the pizza is delivered within 20 minutes. And then you finesse it even more. When you do that, you can deliver that frictionless experience.’
What have you come up with to make it even more frictionless?
‘Customers want convenience but they also want control. Therefore, we developed the GPS Pizza Tracker, which shows you exactly where your pizza is; from the oven to your front door. It doesn't change the product, but the feeling of control and the transparency increases so much. When talking about the customer journey, we also mean our internal customers; our franchise partners. We've developed apps for inventory and rostering, using machine learning to predict the orders and volumes. It’s all about digital enablement and this goes beyond just digitizing the existing purchase journey. It's looking at how we can use today's technology to really enable our business better and optimize.’