Your Campaign Results Might Be Lying to You

The only way to know if your loyalty or other guest-engagement campaigns are succeeding is to track them and analyze your results. Unfortunately, even numbers that appear straightforward can contain hidden implications.

Depending on how you look at your data, a campaign can seem like a roaring success or a misfire. But sometimes it requires further analysis to determine if your initial assessments are accurate.

In worst-case scenarios, you may discover that a campaign you decide to run again based on previous positive data had been a misfire the entire time. Not only are you producing unfavorable results, but you are also wasting time, manpower, and money.

For example, let’s say you set up a “We Miss You” campaign. These are fairly common loyalty program campaigns in which you send out an offer to people who have not visited your stores in a while to encourage them to return. After deciding that you’re going to set up a campaign for people who have not visited in 60 days, you send them a coupon for 15 percent off an entrée.

Once you’ve run the campaign and examined your results, the numbers look great. Many guests who had not visited in 60 days made visits during the campaign period and used the coupon you sent them. It seems like the campaign was a resounding success!

But was it truly successful? Sometimes results in campaigns like this are deceiving. […]

What Chipotle Did Right (and Wrong) in Its First-Ever Loyalty Program

For a quite a while, Chipotle executives didn’t believe loyalty programs were for them. In fact, Mark Crumpacker, CCO/CDO of Chipotle, said in September 2015*, “We don’t believe the general supposition that loyalty will make less frequent customers more frequent.”

However, from the fourth quarter of 2015 into the early second quarter of 2016, Chipotle had a few health scares that contributed to its stock prices — and sales — to take a tumble.

In summer 2016, Chipotle was ready to rethink its stance on loyalty programs and launched its Chiptopia Summer Rewards, a three-month tiered loyalty program.

It’s reasonable to assume, based on the structure of the program (that we’ll cover next) and the business challenges they were experiencing, that
Chipotle’s motivation in creating its loyalty program was to increase visits.

Note: Before we go any further, we want to make it clear that Chipotle is not a client of Paytronix. This blog post is designed to analyze the Chiptopia program, share what worked and what didn’t, and help you think — or rethink — your own loyalty program.

The Chipotle Loyalty Program Structure: How It Worked

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Kristen House Recognized with New Hospitality Technology Award for 2017 Top Women in Foodservice Technology

By | March 6, 2017 | Uncategorized

Three Questions with HT’s 2017 “Rising Star” Award Recipient

Today we have the honor of sharing an important award recognition bestowed upon one of our own employees. Hospitality Technology (HT) magazine has recognized Kristen House as a winner in the first annual Top Women in Foodservice Technology Awards. This program recognizes an inaugural class of women for making a significant impact in the food-service technology industry—re-imagining how things are done in restaurants while demonstrating excellence in leadership, inventiveness and skill.

As the head of messaging for Paytronix (and of mobile products before that), Kristen House has worked directly with many of our clients and partners who have experienced first-hand what impact she’s having upon their mobile strategy. Kristen has helped move multiple retailers and restaurant chains onto a multi-channel platform that has allowed them to embrace new technologies, such as geofencing and mobile messaging.

Within the company, Kristen’s recent efforts led to the development of the Paytronix Campaign Center’s survey capabilities, delivering an innovative messaging platform that enables retail and restaurant marketers to elicit feedback from their customers and quickly respond to customer sentiments and adjust their offerings accordingly.

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What Are Brands Getting Wrong About Content Marketing?

An Interview with Content Marketing Professor Neil Feinstein

Content marketing professor and consultant Neil Feinstein has helped brands like Disney, American Express, and The New York Times improve their marketing efforts via social media, email, and mobile. In a recent interview, Neil provided insights from his years of experience that you can use to leverage content to bolster your own marketing efforts.

Paytronix: What are brands getting wrong about content marketing?

Neil: Too many brands align their marketing strategies with themselves, and not their customers. For a consumer interaction to be meaningful, it needs to be based on a consumer insight. What does the customer care about? Why should the customer care? Before marketers push out content, before they start tweeting or blogging or gramming, they need to understand the customer and then build a strategy that aligns with his/her expectations – not the business’s.

Paytronix: If that’s the case, what are most brands getting right about content marketing? […]