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Vice President, Digital Experience, Papa Murphy's
(Not pictured)Amit JainCEOBridg
Papa Murphy’s, a take-and-bake pizza chain based in Vancouver, Washington, wanted to re-engage customers online whose first contact was with a brick-and-mortar venue. Tim Vu, vice president of digital experience at Papa Murphy’s, and Amit Jain, CEO of digital marketing platform Bridg, spoke with eMarketer’s Maria Minsker about how the two companies worked together to identify customers and bring them back into Papa Murphy’s pizzerias.
eMarketer: What is the biggest challenge that brick-and-mortar stores face today, and how is Papa Murphy’s tackling that challenge?
Tim Vu: The biggest challenge with a brick-and-mortar business is that it’s difficult to get very precise with marketing. On digital channels, tracking a user to understand how to do promotions and segmentation is easier because the data is readily available. Our business doesn’t really have access to the same data, so we turned to a vendor that would tie our advertising, digital ordering and internal database together in an effort to be more precise in our marketing.
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