Pret
A Manager
Is a ready to eat outlet which serves natural and freshly
made coffee and food to its customers.
With a chain of 350 outlets running all over world like United Kingdom,
America, Paris, Hongkong, UAE and Shanghai, company is known to be a “Coffee
Specialist”. Found by Jeffery Hyman in October 1983. Headquarters located in
City of Westminster. London, United Kingdom. First store was opened in
Hampstead, nearby underground station.
Food menu includes sandwiches, bakery items, soups
salads, hot and cold beverages, pots, desserts and sushi as well. The company
keeps a strong check and lays stress on usage of natural food ingredients. At
each outlet sandwiches are prepared on the of purchase and the remaining food
which is left unsold is collected by charities by end of the day. This is their
core selling point as they advertise this. More than 65% of sale is done in
London as more than half of the outlets are located there.
A time came when the company wanted to bring strength to
their delivery platform and expand their business, so that they can bring “lunch” to their customers. For this
they sought help of “Greenlight’s”
digital marketing techniques which would not only help them gain advantage by
providing centralized control over their delivery platform and market their
merchandise. But, however due to their
non-flexible platform which mainly focused at catering in office meetings, in
places such as lunch clubs and giving options to employees to give their
employees lunch choices.
Objectives
of Pret A Manager:-
·
Design its delivery platform in a centralized
manner so that it supports international territories for its products, content
and currency.
·
Adopting best practices and give dance
establishing web presence in countries like China.
·
Rules were build for pre-orders and
store-collection.
·
Business approach to cater fresh food orders
and fulfillment.
·
Creating a strategy to build an interface
between customer and different food and drink offers at different time based on
international territories.
·
Implementing the high level design of entire
solution which included the internal system interface as well.
·
Publishing their entire journey of their
customer and order process flow and system functional specification.
Strategy
·
Greenlight conducted more than 15 workshops
with the company to understand its business better so that they provide them
the solution to get the best return on investment.
·
In-depth consulting program was conducted by
Greenlight to review their existing delivery platform.
·
They had to work with the stakeholders of the
company to design a high level of architecture of entire solution that worked
for IT departments, market and delivery.
·
Ecommerce
Opened an ecommerce
consultancy for the international brand.
·
Evaluation
Functional and
documentation evaluation of order process.
·
Architecture
Designing high level
of architectural solution.
Results
-
·
Business Operation efficiencies increased.
·
Approach on business risk decreased.
·
System design of high quality.
Learning –
Social media is not a difficult task unless
and until the customers across are not comfortable with social networking. So
at Pret a Manager, people ensure that their customers understand the business
online effectively. For this, heads of the company also went live to share
their thoughts and experiences.
Hiring an entertainer -The first tip given by
the company’s head is, “you can’t have a social media presence without
employing people who love to interact with customers and communicate business
to them actively”. It helps in spreading brand awareness and content to the
people as it is a conversational and topical opportunity. Outsourcing this part
is not a smart decision as it can bring threat to “brand image”.
Be positive and strong. As per the experience
of the company head’s, sometimes staff of the company is not aware or some of
them have don’t have positive attitude towards social media. In such case they
may be ready to educate you what they have heard outside. In such situation
need to be strong, proud and get on with your job.
Being a part of the bigger picture. At
present we all know social media campaigns play a vital role in formation of
any business. It is not only about single channel, but spreading across many
and utilizing all resources in the most effective way possible. It’s a fact you
just can’t win customers reaction over a night by doing few tweets, it’s a slow
process but worth putting efforts. Team had to fight inside the company to get
recognition for their efforts.
Company’s head points out that, social media marketing also helps other departments in shaping their outputs by bringing insights to the business. They get feedback on their designing the products, how to market them and few improvements which every business overlooks at.
