{"id":61938,"date":"2023-01-11T05:00:00","date_gmt":"2023-01-11T13:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=61938"},"modified":"2023-04-28T13:17:09","modified_gmt":"2023-04-28T20:17:09","slug":"caseys-customer-loyalty","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/caseys-customer-loyalty\/","title":{"rendered":"How One of the Biggest Pizza Chains in the U.S. Found the Secret Sauce to Increase Customer Loyalty and Revenue"},"content":{"rendered":"\n

Quick take:<\/em><\/strong> A Midwest-focused convenience store retailer and pizza chain sets a shining example of what it means to be a customer company by using first-party data to build loyalty and more delicious \u2013 and valuable \u2013 relationships.<\/em><\/p>\n\n\n\n

If you\u2019ve traveled through the Midwest, there\u2019s a good chance you\u2019ve found yourself at one of the more than 2,400 Casey\u2019s<\/a> locations for the essentials: fuel, snacks, and maybe some groceries. Or maybe you live in the Midwest, in which case you\u2019ve almost certainly found yourself craving Casey\u2019s hand-made fresh pizza \u2014 it’s what makes the retailer a true institution in locals’ eyes. <\/p>\n\n\n\n

Those pies have also helped the company become the fifth-largest pizza chain and third-largest convenience store retailer in the United States. <\/p>\n\n\n\n

Despite 50 years of success, in 2018, Casey’s saw the world undergoing a massive digital transformation. So the team took that moment to ask themselves: How do we stay relevant and successful for the next 50 years?<\/p>\n\n\n\n

\u201cWe knew that digital would be the first expression of our new contemporary brand,\u201d said Art Sebastian, Casey\u2019s VP of Experiences.<\/p>\n\n\n\n

We talked to our guests [about what they wanted from a digital-first brand] and they told us they wanted a loyalty program, they wanted us to make it easier to order, and they said they wanted to engage with us.<\/p> Art Sebastian, VP of Experiences, Casey\u2019s<\/cite><\/blockquote>\n\n\n\n

At the time, Casey\u2019s had a loyalty program that collected data, but it was scattered across disparate systems, and not fully utilized. That\u2019s where Salesforce Customer 360<\/a> came in, and it has since transformed not just how the company organized their information, but what they could do with it.<\/p>\n\n\n\n

Thanks in large part to Salesforce Genie Customer Data Cloud<\/a>, Sebastian says he\u2019s \u201csitting on probably one of the cleanest first-party data sets out of any of my peer sets in the industry.\u201d Now, Casey\u2019s can get hyper-personalized with their communications in real time \u2014 something that benefits customers as much as it does the retailer.<\/p>\n\n\n\n

“Before this shift, we sent one message to 300,000 subscribers a month that said, \u2018Hey, here’s the pizza promo,'” Sebastian explained. He then shared that last month, a total of 200 million customized messages were sent out across more than 5 million Loyalty program members, making sure guests stayed up-to-date on deals and sales that are relevant to their preferences.<\/p>\n\n\n\n