Building a platform for brilliance

KFC has developed a complex digital ecosystem – including a new app, home delivery, click-and-collect and in-store kiosks – which is step-changing the digital proposition.

As a result, KFC has an unprecedented opportunity to improve customer experience, increase visit frequency and maximise customer lifetime value through smart, targeted nurturing of customer relationships.

We have worked with KFC to deploy and optimise their martech, specifically:

1. Expert Salesforce Marketing Cloud practitioners have been seconded from Iris to KFC to work with the IT team to take remedial actions on the Salesforce platform and get the basics right.

2. We’ve automated multi-step marketing programmes across channels (email, SMS, push, display) at key points of the customer journey – welcome, lapsing and customer complaints. 

3. We’ve designed the data architecture that KFC needs to power its customer-centric vision and built a practical delivery roadmap, balancing business and commercial need with tech feasibility. 

This is just the start. We’re running innovation sprints to redefine what the KFC customer experience of the future could be in the face of emerging channels like voice, and how the KFC martech stack and team will need to evolve to make this a reality.

Client

Specialisms involved

KFC has developed a complex digital ecosystem – including a new app, home delivery, click-and-collect and in-store kiosks – which is step-changing the digital proposition.

As a result, KFC has an unprecedented opportunity to improve customer experience, increase visit frequency and maximise customer lifetime value through smart, targeted nurturing of customer relationships.

We have worked with KFC to deploy and optimise their martech, specifically:

1. Expert Salesforce Marketing Cloud practitioners have been seconded from Iris to KFC to work with the IT team to take remedial actions on the Salesforce platform and get the basics right.

2. We’ve automated multi-step marketing programmes across channels (email, SMS, push, display) at key points of the customer journey – welcome, lapsing and customer complaints. 

3. We’ve designed the data architecture that KFC needs to power its customer-centric vision and built a practical delivery roadmap, balancing business and commercial need with tech feasibility. 

This is just the start. We’re running innovation sprints to redefine what the KFC customer experience of the future could be in the face of emerging channels like voice, and how the KFC martech stack and team will need to evolve to make this a reality.

42%

42%

Increase in sales for active base

11%

11%

Increase in sales of hero products

9%

9%

Increase in offer redemptions

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