KFC – Rence Winetrout

KFC

CMO & Chief Digital Officer AAXIS | 2012 – 2018

THE GOAL

KFC Latin America identified a significant opportunity to grow sales across all 33 countries in Latin America by implementing online ordering and a new loyalty rewards program.

THE SOLUTION

  • eCommerce – Designed an entirely new eCommerce system, with mobile capabilities, to support omni-channel, online ordering, with delivery and pick-up in store, across 33 countries and hundreds of store locations.
  • Acquisition – Developed search marketing campaigns using both paid search (SEM) and organic (SEO) to drive awareness of KFC’s online stores. 
  • Conversion – Leveraged customer data, behavioral data, and advanced analytics to design campaigns, customer segmentation, promotion optimization and eCommerce UX enhancements. 
  • Retention – Designed points-based loyalty program to drive consumer retention.

THE RESULTS

  • Sales – Boosted DTC eCommerce sales 500% in year 1 of launch.