{"id":43675,"date":"2021-11-26T18:09:04","date_gmt":"2021-11-26T08:09:04","guid":{"rendered":"https:\/\/onesaas.local\/case-studies\/sms-for-hubspot-lifts-sales-50-percent\/"},"modified":"2024-03-27T20:06:32","modified_gmt":"2024-03-27T20:06:32","slug":"sms-for-hubspot-lifts-sales-50-percent","status":"publish","type":"case-studies","link":"https:\/\/messagemedia.com\/nz\/case-studies\/sms-for-hubspot-lifts-sales-50-percent\/","title":{"rendered":"SMS for HubSpot lifts sales 50% for Asian street food brand"},"content":{"rendered":"\n

P\u2019Nut Street Noodles (P\u2019Nut) is a restaurant group founded in 1997, serving authentic and affordable Asian street food across 11 venues in NSW and QLD. This Asian street food brand aims to bring alive the authentic experience of a hawker street in Asia with authentic ingredients and sauces made from scratch using local ingredients in Thailand.<\/p>\n\n\n

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\"Pnut\"<\/figure>\n<\/div>\n\n\n
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Nothing\u2019s packaged. Nothing\u2019s commercialised. Everything is as authentic as if you were really in Bangkok.<\/p>\nKeveene Penilla, Marketing Manager, P\u2019Nut Street Noodles<\/cite><\/blockquote>\n\n\n\n

The challenge<\/h2>\n\n\n\n

P\u2019Nut wanted to uplift customer engagement to achieve greater retention and longer customer lifecycles. By employing HubSpot as their CRM platform, they aimed to increase their understanding of customers to reach them more strategically and personally. \u201cWe want to make sure they\u2019re receiving things they love to engage with, such as updates on their favourite dishes<\/em>,\u201d said Keveene.<\/p>\n\n\n\n

Taking P\u2019Nut to the next level required tech innovation. They noticed that many of their customers had an \u201caversion to email\u201d and found an opportunity to deliver more significant engagement with SMS. The group saw the effectiveness and results of SMS when it came to supplementing email immediately.<\/p>\n\n\n\n

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SMS gets right in front of them at the right time so they’re more likely to engage<\/p>\nKeveene Penilla, Marketing Manager, P\u2019Nut Street Noodles<\/cite><\/blockquote>\n\n\n\n

The solution<\/h2>\n\n\n\n

Through HubSpot, P\u2019Nut built out and implemented more complex omnichannel workflows using both SMS and email in their CRM<\/a>. They found that this helped increase open rates straightaway.<\/p>\n\n\n\n

P\u2019Nut saw a 50%<\/strong> increase in sales by integrating SMS into their workflows for their promotional campaigns.<\/p>\n\n\n\n

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SMS has worked extremely well in driving conversions for flash offers and personalised communications aimed to surprise and delight customers<\/p>\nKeveene Penilla, Marketing Manager, P\u2019Nut Street Noodles<\/cite><\/blockquote>\n\n\n

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A snapshot of just some of the SMS campaigns sent by P’Nut<\/figcaption><\/figure>\n<\/div>\n\n\n

RELATED:<\/strong> Learn how a leading wine retailer used SMS + email workflows in HubSpot to re-engage 50% churning customers<\/a>.<\/p>\n\n\n\n

Instead of sending customers communications that may not be relevant to them, P\u2019Nut leverage HubSpot\u2019s workflow capability to trigger SMS after certain conditions are filled. Similar to Vinomofo\u2019s successful campaigns, SMS are only sent within a certain timeframe if an email hasn\u2019t been opened.<\/p>\n\n\n

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\"HubSpot<\/figure>\n<\/div>\n\n\n

Another example is how P\u2019Nut has integrated text communications as part of their welcome journey. To help encourage new customers to join their VIP program, they use offers like 10% off your next order, get your 9th order free of charge, and special birthday rewards. All of which are communicated via time-specific SMS and email workflows through HubSpot and the MessageMedia integration SMS for HubSpot<\/a>.<\/p>\n\n\n

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\"HubSpot<\/figure>\n<\/div>\n\n\n

Previously, P\u2019Nut used a business model similar to Dominos, which was based on sending their entire customer base the same offer every week. This didn\u2019t drive the ROI or traction they needed. Dominos has a national reach, unparalleled to other hospitality businesses. For small entrants or fast-growing venues like P\u2019Nut, personalising offers around your customer\u2019s unique journey and their data (preferences, dislikes, interest, history) creates better, long-term affinity over competitors.<\/p>\n\n\n\n

Use cases<\/h2>\n\n\n\n

Currently, P\u2019Nut adopts two primary use cases for SMS:<\/p>\n\n\n\n

Flash offers<\/h4>\n\n\n
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\"Example<\/figure>\n<\/div>\n\n\n

These are special, time-bound offers sent at specific times to encourage immediate transactions. According to Keveene, these are delivered at 11 AM (before lunch) and 3 PM, when customers are \u201cdaydreaming about what to eat for dinner.\u201d<\/p>\n\n\n\n

Marketing campaign support<\/h4>\n\n\n\n
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We\u2019ve now got a beautiful, really in-depth workflow in terms of retention.<\/p>\nKeveene Penilla, Marketing Manager, P\u2019Nut Street Noodles<\/cite><\/blockquote>\n\n\n

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\"Example<\/figure>\n<\/div>\n\n\n

Customers receive an introductory 10% off their next order when they sign up for P\u2019Nut\u2019s \u2018Saucy List\u2019 VIP program.<\/p>\n\n\n

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\"Example<\/figure>\n<\/div>\n\n\n

To motivate customers towards rewards, P\u2019Nut reminds them of their progress with simple text prompts.<\/p>\n\n\n

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\"Example<\/figure>\n<\/div>\n\n\n

To encourage repeat purchases and increase basket sales, customers are sent additional offers. A different offer is sent the following week if a customer does not convert via email or follow-up text, such as getting a free side with your next order.<\/p>\n\n\n\n

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We\u2019ll make sure we\u2019re targeting our customers with the foods they like, and not the items or offers irrelevant to them, like gluten-free. Our objective is to ensure that the customer is always getting the value they want from their orders.<\/p>\nKeveene Penilla, Marketing Manager, P\u2019Nut Street Noodles<\/cite><\/blockquote>\n\n\n\n

Depending on what converts, P\u2019Nut will re-assess the data to calculate the best behavioural triggers for that customer. Through this process of audience segmentation, P\u2019Nut will be better able to better target and personalise messages both through medium and content. Given their concern around sending too many messages that result in unsubscribes, this will help ensure strategic message sends in future.<\/p>\n\n\n\n

The results<\/h2>\n\n\n\n
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When we use SMS for last-minute or flash offers, we have seen a huge jump.<\/p>\nKeveene Penilla, Marketing Manager, P\u2019Nut Street Noodles<\/cite><\/blockquote>\n\n\n

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\"SMS<\/figure>\n<\/div>\n\n\n

P\u2019Nut saw a clear trend that the addition of text messaging to marketing campaigns and HubSpot workflows strongly correlated with uptake in sales, voucher redemptions, and more. Whether it was for $1 dumplings or $10 laksas, time-based offers sent via text messages got \u201cgreat results\u201d for P\u2019Nut.<\/p>\n\n\n\n

Keveene believes that customers respond much better when the message is right in front of their eyes, which can positively impact conversion. They see a lot more return business thanks to SMS as opposed to email.<\/p>\n\n\n\n

Additionally, the personalisation element through segmented workflows adds immediacy and care to any communications. For Keveene, she believes it tells customers, \u201cP\u2019Nut knows who I am, and they\u2019re targeting me with something that interests me.\u201d<\/em> That messaging means customers are more inclined to make that purchase again.<\/p>\n\n\n\r\n

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\r\n Make more sales faster. <\/h2>\r\n\r\n

Try SMS for HubSpot today <\/p>\r\n\r\n

\r\n Get it now<\/a> <\/div>\r\n <\/div>\r\n <\/div>\r\n \r\n
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