Blaze Pizza
15% Sales Lift Powered by a Segmented Offer Strategy
Response Labs helped Blaze Pizza surpass its goal of incremental sales growth during the typically slow month of August, using data-driven CRM strategies across email, SMS, and push.
Generating Incremental Sales Through CRM Alone
Blaze Pizza needed to drive incremental sales with no in-restaurant advertising, digital banners, social media ads, website messages, out-of-home, or traditional media. Every result had to come from owned CRM channels: email, SMS, and push.
Goals & Objectives
- ›Generate 8-10% of incremental sales from existing loyalty members
- ›Deepen loyalty member engagement through meaningful rewards
- ›Acquire new loyalty members
- ›Increase in-store and digital conversion through CRM creative
Campaign Plan
With 30 days to launch, the team introduced customer segmentation and standardized offer testing, then built a 5-week, multi-offer campaign targeting distinct customer segments. Manual execution was managed with real-time adjustments in close collaboration with the client.
- ›Channels: Email, SMS, Push
Results
- ›Net sales rose 14% in August 2023 vs. July 2023
- ›Net sales rose 15% in August 2023 vs. August 2022
- ›Loyalty check-ins increased 21%
In the Client's Words
As Hedy Payghambari, Former Head of Digital Growth at Blaze Pizza, put it: “We had ambitious sales goals and needed an agile agency who could think creatively.”
Key Takeaway
By immersing themselves in the challenge and moving fast, the team delivered measurable business results from owned channels alone, proving that disciplined segmentation and offer testing can drive incremental sales without added media spend.
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