Houlihan's: Houlihan's Customer-Centric Marketing

Houlihan's, a restaurant chain, used consumer data to provide targeted communications, which increased sales in the US.

Agency: Cogensia

Objectives

The restaurant industry has faced consistent declines in customer traffic over the past two years, and Houlihan's is no different. While they knew dining habits were changing, Houlihan's had limited customer data and actionable marketing tools at their disposal. They had a traditional eClub with approximately 400,000 members, but members were not connected to transactions. Houlihan's only option was to use a one size fits all marketing approach that relied heavily on discounts to drive traffic.

Houlihan's needed to transform their business through customer-centric marketing to migrate away from discount-driven offers. This required a change in...

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