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 programso 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. […]
At $8.99 per month, the MyPanera Coffee subscription gives customers unlimited coffee or hot tea for the price of about four cups of coffee. This program exemplifies how smart, forward-thinking brands are embracing subscription models.
Subscription programs tend to operate in one of these three ways:
Recurring payments – As with the Panera program, subscribers pay for a given time period. Cancellation can occur at any time.
Lump-sum payment with time-bound usage – The industry standard is Olive Garden’s Never Ending Pasta Pass, which allows unlimited meals for nine weeks. Limiting the number of passes sold provides customers with a sense of exclusivity.
Lump-sum payment with limited times or items – An example is the Grill Pass offered by HuHot Mongolian Grill. Last summer, loyalty members could spend $50, $100, or $200 to buy 5, 11, or 25 meals.
Club programs are a staple in the convenience store industry. They help to motivate customers to visit more often since the customer knows that they are working towards getting a free reward, making sure they keep returning to make their purchases.
So, while club programs are a tried and true method for convenience store loyalty, there are three strategies to take these programs to the next level and start making an impact on your brand’s bottom line. […]
Today we caught up with Systems Administrator Paul Marrero of Uncle Julio’s, the person behind the award-winning campaign that Uncle Julio’s was recognized for today with a 2017 Loyaltees Award. Paul offered some additional insight on how he’s leveraging Paytronix and the Uncle Julio’s loyalty platform to make an impact.
Paytronix: Congratulations Paul, on Uncle Julio’s recognition as a 2017 Loyaltees Award winner. Thanks for taking the time to tell us a bit more about your loyalty platform today. As the System Administrator for Uncle Julio’s, you are the person responsible for designing the loyalty program, or the Uncle Julio’s Loyalty Czar as we’ve heard you called.
Paul: Thanks, the Uncle Julio’s team is honored by the recognition.
Paytronix: In talking with you about the Uncle Julio’s loyalty program, you mentioned having done away with your old email club in the process. How has the Paytronix platform replaced your previous email solution and how are you leveraging the integration of email and loyalty today? […]