Archive for the “Tech Talk” Category

Speak With Authority. Use Your Data.

It’s never wise to blindly follow someone just because they speak with authority. You expect them to be able to support their position with more than anecdotal evidence. Paytronix works overtime, gathering and segmenting customer data to inform your decisions, so you can present your campaign and promotion ideas with authority.

When you create account filters in the Paytronix Campaign Center, you can segment your customers and guests in more than 50 different dimensions. There are Activity choices that include the guest’s last activity date, their gift card expiration, the store used and much more. You can select based on Enrollment data, like date, store, or source, or filter based on Profile information like age, postal code, or anniversary date. Based on the traditional 80/20 rule, however, we suspect most of our end users are only taking advantage of a subset of what we make available. With so many options, it’s not surprising. Today there’s one dimension that we’d like you to take a closer look at—Scoring.   […]

Fuel, Buy, Love. Building Lasting Customer Journeys

I love a compelling story. So much so, I majored in English as an undergraduate…and I’m also a member of two book clubs.

When I went back to school for my master’s in business, I realized that these professors cared about stories just as much as my English professors did – they just called it by another name: the customer journey. Traditionally, marketing experts depicted the customer journey in a linear framework, from awareness to advocacy.

In the early 2000s, McKinsey & Co. revolutionized the notion of customer journeys, unveiling a new non-linear shape. Customers, they said, inhabit a journey “loop,” with four discrete stages: […]

Why Domino’s Overtook Pizza Hut (and What You Can Learn From it)

Whenever I Google “pizza delivery near me,” I’m overwhelmed by the number of options I have at my disposal. That’s why it’s important for any restaurant – but particularly those in highly competitive spaces – to think about what they’re offering customers that sets them apart from the competition.

When restaurant owners think about how their customers decide between them and their competitors, they often think that people’s decisions are made primarily based on food and customer experience. While that’s still true, there’s a crucial third element that consumers use to choose among their options — how restaurants use technology to facilitate guest engagement. […]

Four Considerations when Designing a Reward Program

There are many different types of reward programs which make it challenging to choose which one is best suited for your brand. Ultimately, there are four considerations to always keep in mind when designing a program.

  1. Design for “Silver” customers. These are your 50th to 80th percentile customers. They are your regulars, visiting your store while purchasing gas and food. But they almost certainly go to other stores as well. By targeting and motivating these customers an opportunity is presented to drive them to visit you more often and for more purchasing occasions.
  2. Get customers to their reward, fast. Customers should earn their first reward quickly. When someone enrolls in your program they need to see immediate value in it, meaning that their first reward needs to happen within the next couple of visits so the customer can see the value in being a member. Additionally, silver customers, the customers your program is targeting should be earning their rewards fairly frequently. If you are doing a points program, have low-value redemption options such as coffee or candy that they can earn every five to ten visits, at least.
  3. Reward good behavior. Good behavior is whatever your concept wants it to mean, but probably includes a store visit and gas purchase, upgrading to premium gas, or visiting for more purchases, and new day parts. Your program needs to support your corporate goals. If you are trying to compel customers to visit and buy more freshly prepared food, then make sure the program and stores support that initiative.
  4. Leverage vendor funding to drive your results. Vendors’ interest are not always well aligned with your bottom line. If their promotion switches volume from, say, Coke to Pepsi, then that’s great for Pepsi. But if it didn’t drive any extra traffic into your store, or any incremental spending, then what did it do for you? Think about whose customer is. They are yours, not the CPS’s. Vendor funding can be used in different and unique ways in order to drive more visits and spend. A good use of vendor funding would be to leverage those funds to drive more purchases of an item and in return, the customer earns bonus points.

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