Subway Restaurants Case Study
The Client
Subway Restaurants is the world's largest submarine sandwich chain, with over 27,000 franchises in 86 countries.
The Challenge
Subway was spending millions of dollars a year on marketing that was driving tremendous traffic to their wide-ranging network of campaign-specific websites. However, the customer data they collected from each website was not standardized and/or consolidated with the others, causing frustration amongst Subway's marketing department.
The Execution
To resolve this, we developed a single Subway Marketing Database (SMD). The SMD is designed as a web-based customer contact collection system, with the specific purpose of consolidating all user information for remarketing purposes.
Marketing initiatives can be integrated into the SMD by way of an XML interface engine, that allows for near infinite flexibility with regard to the information retained. Communication with the SMD can happen in a real-time fashion, giving the Marketing Team immediate feedback on their campaign initiatives.
The system is cumulative in nature, building a complete customer profile over time, as each marketing initiative gathers it's own unique data.
The Results
There is no doubt that this web-based contact management application improves the quality of customer information available to Subway. The SMD has provided Subway with the ability to retrieve selective contacts based on specific demographics and desired criteria at any time. This makes for a highly-targeted marketing source continuously at their fingertips.
The Source
The Subway Marketing Database application is a private tool used by the corporate marketing department, and is not accessible to the public.