Boston Pizza had a big goal. As Canada’s largest casual dining brand, they wanted to make their guests more loyal. To do this, they needed to come up with a way to engage them in a relevant way, better understand their needs, and personalize their Boston Pizza experience. The solution? A digital infrastructure developed in collaboration with TAXI and Pivotal Labs that allows Boston Pizza to manage and develop an ongoing customer relationship with their guests, providing them with a seamless experience across multiple Boston Pizza digital and physical properties.
The result: the MyBP ecosystem, which was awarded the top prize for CRM and Loyalty at Canada's 2016 Shopper Innovation Awards. It’s the first of its kind in the Canadian market, providing customers with a seamless brand experience online and in actual physical restaurants. The MyBP digital ecosystem includes web and mobile applications, integration with POS and e-commerce, and full lifecycle communications. In addition, it gives Boston Pizza the ability to manage that experience “behind the scenes” with ease: on-premise staff are able to extend, manage and redeem offers from the restaurant, while a Connected Customer Service Portal allows support staff to resolve customer issues.
The result: the MyBP ecosystem, which was awarded the top prize for CRM and Loyalty at Canada's 2016 Shopper Innovation Awards. It’s the first of its kind in the Canadian market, providing customers with a seamless brand experience online and in actual physical restaurants. The MyBP digital ecosystem includes web and mobile applications, integration with POS and e-commerce, and full lifecycle communications. In addition, it gives Boston Pizza the ability to manage that experience “behind the scenes” with ease: on-premise staff are able to extend, manage and redeem offers from the restaurant, while a Connected Customer Service Portal allows support staff to resolve customer issues.
With more than $33 million generated in associated revenue since its launch, MyBP has attracted more than 445,000 new customers for Boston Pizza and had nearly 140,000 app downloads. MyBP orders now account for 47% of online net sales…and all of this without the benefit of a national media buy. But it doesn’t stop there, as the team in Canada is developing new ways to enhance the ecosystem and make the experience even better.
