Papa Murphy's, a take-and-bake pizza chain based in Vancouver, Washington, wanted to re-engage customers online whose first contact was with a brick-and-mortar venue. Tim Vu, vice president of digital experience at Papa Murphy's, and Amit Jain, CEO of digital marketing platform Bridg, spoke with eMarketer's Maria Minsker about how the two companies worked together to identify customers and bring them back into Papa Murphy's pizzerias.
eMarketer: What is the biggest challenge that brick-and-mortar stores face today, and how is Papa Murphy’s tackling that challenge?
Tim Vu: The biggest challenge with a brick-and-mortar business is that it’s difficult to get very precise with marketing. On digital channels, tracking a user to understand how to do promotions and segmentation is easier because the data is readily available. Our business doesn’t really have access to the same data, so we turned to a vendor that would tie our advertising, digital ordering and internal database together in an effort to be more precise in our marketing.“We saw $3.58 of revenue for each dollar that we put in, which was a much better performance than our standard Facebook campaign.”
eMarketer: How did you choose the right vendor?
Vu: We wanted a turn-key solution because we didn’t have a lot of technical resources in-house. We needed a piece of technology that we could implement and leverage easily and apply to [our] marketing campaigns. We chose Bridg because they met all our needs—the platform was easy to set up, and it was easy to use to drive profitable marketing campaigns.
eMarketer: What makes Bridg’s capabilities unique?
Amit Jain: What makes us unique is our ability to detect customers who walk into physical retail stores and restaurants as though they were logging on to Amazon.com. Amazon can drop a cookie on a consumer’s computer and can track every single visit over time. We are able to do exactly the same thing in a physical store.
Our technology was able to detect the millions of customers that Papa Murphy’s has served over the past three years, including every single transaction they have done during those years. Once these customers were identified, Papa Murphy’s was able to reach them and influence their buying behavior.
eMarketer: How are you able to identify people in a physical space?
Jain: Point-of-sale [POS] systems store transaction data for years. Because of privacy laws, those systems don’t store customer identity information along with those transactions. That means Papa Murphy’s doesn’t really know who its customers are. But Bridg has a database of about 178 million consumers around the country, which is heavily guarded.“Amazon can drop a cookie on a consumer’s computer and can track every single visit over time. [Bridg is] able to do exactly the same thing in a physical store.”
By running Papa Murphy’s transactions through our database, we’re able to turn anonymous transactions in their system into known transactions associated with a known customer identity. It’s a combination of biotechnology, proprietary data and data science. The data is always kept anonymous so we don’t give any identity information back to Papa Murphy’s, but we do give them the ability to retarget people through advertising.
eMarketer: Is it essentially a sophisticated matching system?
Jain: Yes, that’s primarily the way it works. Attributes that make up transaction processes, including the location, time of day, items purchased and any credit card information stored in the POS system are fed into algorithms that eventually create what we call “signals.”