Kiera Blessing

Convenient Connections Summer Series: Basket-Building

The Convenient Connections Summer Series is a five-part blog that explores successful loyalty campaigns that convenience stores can use to drive user engagement, win back customers, successfully segment customer groups, and ultimately drive incremental revenue. Look for the Summer Series throughout the month of August.   

Getting a campaign off the ground is just the startOnce a brand has secured a solid loyalty base with a penetration rate of at least 15%, our minimum benchmark for successful programs, the program can be leveraged to drive various desirable behaviors – from more frequent visits to greater spend. The program can even be manipulated to drive members to purchase specific items 

Basket-building campaigns do just that: they are designed to build the consumer’s basket, either by encouraging them to purchase more, or in this case, to purchase a specific item. These campaigns work best when they target very active customers who not only visit regularly, but who have provided lots of data to the brand about their spending habits via the loyalty program.  

There are several ways to go about this, but each relies on check-level detail, or CLD, being collected for each loyalty member. This data – which shows not just how much the customer spent and when, but on what – is invaluable to the marketer trying to boost a specific product’s sales.  […]

Convenient Connections Summer Series: Nurture Campaigns

The Paytronix Convenient Connections Summer Series is a five-part blog that explores successful loyalty campaigns that convenience stores can use to drive user engagement, win back customers, successfully segment customer groups, and ultimately drive incremental revenue. Look for the Summer Series throughout the months of August and September.

A successful loyalty program has been proven to be the ultimate tool for the wise marketer. Loyalty programs drive customer engagement and spend, build and strengthen the relationships between the brand and the consumer, and provide invaluable insight into customers’ behaviors and preferences.   

A truly effective loyalty program must be cultivated and monitored, with regular tweaks and upgrades. This includes choosing the right campaign for the desired outcome, whether that’s winning back a lapsed customer or engaging a new loyalty member 

Engaging new members is critical as it not only shows the member the value in the program so they’ll continue to use it, but it’s also a primary indicator of whether that customer will continue to visit.  

Getting a customer to register for the program at all is already a strong indicator that they’ll return. But Paytronix data shows that customers who visit three times after registering have a nearly 90% likelihood to return. It’s around this point that the likelihood of a next visit plateaus, so that third visit is the goal to strive for.   […]

Do you want fries with that? Beware the french fry giveaway

Monday marked National French Fry Day, one of the more popular of the arbitrary food holidays celebrated annually. (It was followed by National Grand Marnier Day on Tuesday and National Tapioca Pudding Day Wednesday – who knew?)

While most of these foodie festivals pass by without much fanfare, Americans’ particular love for the deep-fried potato drives many restaurants to mark the occasion, typically by offering free fries on the holiday.

While such a reward is likely to drive visits, restaurants should be prepared to see a drop in overall check size. When a medium-sized fast casual chain used free fries as a reward during a We Miss You campaign, they saw a 3.55% lift in visits, but a 1.34% drop in spend. […]

Contactless Dining Already Has a Strong Foothold, and it’s Here to Stay

The seismic shift in consumer behavior brought on by the Covid-19 pandemic has changed Americans’ attitudes toward work, school and shopping; but their appetite for dining out remains.

In a survey conducted by PYMNTS, consumers listed restaurants as the second-most commonly cited reason they wanted to leave their homes. Restaurants were also ranked third in what those surveyed deemed the “most important” reason, just behind seeing family and friends and returning to work.

While consumers want to return to normal activities, they need to feel safe in doing so. Last week, Paytronix launched Contactless Dining, a new platform for engaging guests on-premise while maintaining a safe social distance.

The trend toward contactless dining options, while in its infancy, already has a strong foothold in the market: […]

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