Redefining KFC's digital ecosystem

We have been working with KFC as lead UK Digital & CRM Agency since 2017. 

Our objective is clear: to increase visit frequency and maximise customer lifetime value through smart, targeted nurturing of customer relationships. 

We created personal, omnichannel experiences that use customer data to improve the customer journey. 

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

Building a tech & data platform fit for the vision 

KFC has an unprecedented opportunity to improve customer experience and deepen customer understanding for its loyalty programme members. 

However, KFC’s technology wasn’t able to deliver against the stated vision. We have moved quickly to address these challenges:

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.

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

We’ve designed the data architecture that KFC need to power their 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

We have been working with KFC as lead UK Digital & CRM Agency since 2017. 

Our objective is clear: to increase visit frequency and maximise customer lifetime value through smart, targeted nurturing of customer relationships. 

We created personal, omnichannel experiences that use customer data to improve the customer journey. 

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

Building a tech & data platform fit for the vision 

KFC has an unprecedented opportunity to improve customer experience and deepen customer understanding for its loyalty programme members. 

However, KFC’s technology wasn’t able to deliver against the stated vision. We have moved quickly to address these challenges:

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.

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

We’ve designed the data architecture that KFC need to power their 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%

Uplift in sales for active base

11%

11%

Uplift of sales in hero products

9%

9%

Uplift in offer redemptions

30%

30%

Uplift in lunch time sales

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