Pret A Manger, often referred to simply as "Pret," is a globally recognized chain of sandwich shops and coffee houses. Founded in London in 1986, Pret A Manger has built its reputation on offering freshly prepared, high-quality food made daily in their on-site kitchens.
Today, Pret A Manger operates in major cities worldwide, serving customers who value fresh, healthy, and convenient meal options, particularly professionals and commuters.
- We sat down with Dan Locke, Martech Product Manager at Pret A Manger, to discuss how their marketing team uses Alpaco to save man-hours, with examples from a win back campaign.
50% Hours saved
Dark mode built in
No coding required
Integrated with CRM
What was the goals of the project you were trying to achieve?
Our aim was to re-engage with high-value customers who had lapsed out of our loyalty proposition. We wanted to win these customers back with a promotion and remind them about our products, in particular our freshly made bakery offering.
Which sort of challenges to achieving the goals did you identify before setting out on the project?
Over two thirds of customers within this segment had already been presented with a retention promo and declined it, so we knew we had to build a stronger campaign than simply promoting the offer.
In order to drive engagement and remind customers what they’d been missing, we wanted to dynamically pull in each customer's favourite product. We also wanted to use different creative depending on each customer's most transacted product category, Bakery, Sandwiches & Baguettes, Hot Food or Snacks.
This required a complicated campaign build with separate content blocks for each of the product categories, and conditional statements to determine which specific content module was shown based on the custom attributes of the user.
Having the ability to customize all elements of our blocks enabled us to design the campaign with the exact design elements that we needed
Dan Locke
MarTech Product Manager, Pret A Manger
How did Alpaco help you achieve the goals of the project?
Using our email design system in Alpaco made it significantly easier to build this campaign than doing directly in our CRM platform.
Having the ability to customise all elements of our blocks enabled us to design the campaign with the exact design elements that we needed; everything from the layout to the background colours. We were able to then duplicate content modules, saving significant time rather than having to individually create content for each of the personalised variants.
Using conditional logic on each block made it easy to add the relevant code for personalisation, and the annotations enabled us to quickly see which elements we were building and removed the need to trawl through the HTML.
Alpaco has enabled us to improve the design and layouts of our email campaigns, and at the same time significantly reduce the time required to build them.
Previously, marketing teams would write HTML code directly in our CRM platform, often reusing the same basic templates. Now we have a set of combustible modules ready to be configured to any design or layout needed, with dark mode compatibility built in, that can be exported straight to our ESP.
We also utilised the Review feature to tag team members to review elements of the campaign without having to leave the platform, speeding up the QA process.
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