Yext used a multi-pronged solution to bringing a brick-and-mortar legacy brand to the digital surface.
Church's Chicken uses Yext to manage the digital facts about its brand. Yext enables brands like Church's Chicken to update and maintain important brand information across their websites, mobile apps, internal systems, and the entire Publisher Network — approximately 175 digital services globally, including Google, Amazon Alexa, Apple, Bing, Facebook, Yahoo, and Yelp. Church's Chicken also set up conversion tracking, to better understand the revenue impact of its online efforts.
"Prior to Yext, we really didn't know how many people were viewing our listings," says Magee. "What's the impact of media? What's the impact of seasonality? Of these limited-time offers and promotions? Now, not only are we able to see that we're driving activity — of people finding us in search and visiting our pages — but then we can see if we're turning them into taking an action (conversion)."
Beyond measuring ROI, these insights have been particularly informative in painting a more complete picture of where gaps in customer education exist, thus empowering Church's to be more targeted in their efforts to make sure the right information is being delivered at crucial decision-making moments.
"In the future," continued Magee, "We will be focusing on continuing to drive those digital transactions. We are still relatively new in digital ordering. Our guest who's been with the brand for years only know to come through the drive-thru or walk up to the front counter and order. So the power of a good search experience — to be able to say, 'Hey, here's your one click Order Ahead,' whether it's ordering through Google, or through our website — I think that's at the core of how we're going to grow because that's where people are spending their time. This is how people are increasingly accessing the brand today. We want to be there at all of those access points to turn interest into a transaction."