Pizza Today - June 2022 - 27

Pre-POS Loyalty
In 1990, a pre-modern point of
sale era, a punch card was your most
common loyalty program. Buy
10 sandwiches, get the 11th free.
Some modern-day loyalty programs
don't do much more than that still.
Th e diff erence is they take the punch
card idea and do it digitally. Some
loyalty programs are way more
robust.
A punch card is fundamental; it's
an easy-to-understand return on
investment without much cost. Th at's
why they were popular. Th e punch
card belief is that this person would
not have purchased 10 sandwiches if
there was not the free 11th sandwich
incentive.
Money or Experience
Conscious
Th e problem with loyalty programs
like this is they don't account for
the experience-conscious customer.
Every customer is either primarily
motivated by being money conscious
or experience conscious. A moneyconscious
customer would work to
get the 11th sandwich. Th ey take
pride in working to get something
" free. " Instead of a fl imsy piece of
card stock. Loyalty programs geared
towards this customer use points or
total visits noted. Th ey'll send this
info via app, text or e-mail to inform
the user of their reward status. As an
operator, I don't love these programs.
I go to certain stores where I have
opted into the loyalty program and
sometimes I'm told, " Do you want to
apply your $3 discount to
today's order. " Th eoretically, I should
be happy. But, instead, the business
owner in me thinks: " Th at's dumb. I
was here anyway. I was going to buy
this anyway. I had no idea I even had
points, let alone cash value, nor did
I care. Th ey're just blowing money
away here on me. "
I fall into the second category,
the experience-conscious customer,
the ones who have FOMO. For
the experience-conscious customer,
inform them of things they wouldn't
get otherwise. Th e goal is to give reasons
why, as a result of this program
that they have opted into, they get
exclusivity and higher-end experiences.
Many loyalty programs do not
cater to the experience-conscious
customer. Th ey are purely points
accumulated based on total dollars
spent. If you're not seeking to be the
" discount pizzeria, " then any loyalty
that doesn't cater to the experienceconscious
customer will immediately
be a no-go. In the best-case scenario,
the points program acquires their
e-mail. Which you could then, in
turn, use for marketing new menu
items and events, but that's the best
case. You could already do that with
any marketing e-mail provider and
use a new sign-up bonus and avoid
points and loyalty altogether. Th at
leads to data acquisition.
Data Acquisition
After the paper punch card came
the plastic loyalty card of the 90s and
2000s. Grocery stores used these to
track what you bought, and which
stores you visited. To get customers to
use the card, Th ey would jack up all
their prices and make the membership
price the regular price to force
the loyalty card usage. All this was
done to understand their customers
buying behavior better.
Without your loyalty card, you
could use your phone number to get
points, i.e., be tracked. Over time,
your e-mail could do this as well. Big
brands built out their own loyalty
data acquisition software to better
understand their customers and
market to them more. With a name,
home address, e-mail and birthday,
they could determine their gender,
age and demographic and send them
marketing material that fell in line
with that demo.
But for you today, I'm guessing all
you want is to sell a little bit more.
You're not trying to get invasive into
your customers' lives. Is there a way
to do that without being too
Orwellian? Yes and no.
Credit Card Tracking
Yes, you can avoid demo targeting
people in an overly invasive way,
but the best way to track customers
via POS loyalty might be the most
invasive of all, their credit card.
Most high-end loyalty programs use
credit cards as the loyalty number to
bypass the need for a physical loyalty
card or QR code. Even though you
aren't physically seeing the number,
tracking with a credit card is a little
off -putting for some.
To those not put off by this, their
profi le linked to the card can provide
a lot of info if they are willing to
share it. You can learn a lot with a
linked credit card they actively use.
You will know which store they
shopped at, how much they spent,
and even better, what they bought.
Th is is needed to market to the experience
customer. Th e goal of using
this data is to build curated content.
For example, you can e-mail or text
someone who bought a vegan pizza
and inform them of a new healthy
off ering you are rolling out that they
can get before it goes on the menu. If
they bought a kid's meal, you could
e-mail about a kid's tour coming
up they can RSVP fi rst to before
the promo goes live to the general
public. You can send out this info
when you have it, or it could get sent
as an automated workfl ow. IE, when
a customer buys X, three days later,
send an e-mail about X, and fi ve days
later, a follow-up text about getting
a free appetizer when they purchase
X again, but only for the next three
days.
Detailed loyalty based on your
purchasing can feel like Big Brother.
When you get into really detailed,
robust loyalty programs, your operaJUNE
2022 / PIZZATODAY.COM / 27
http://www.PIZZATODAY.COM

Pizza Today - June 2022

Table of Contents for the Digital Edition of Pizza Today - June 2022

Commentary
Digital
Conversation
Mike's Monthly Tip
Man on the Street
Building Blocks
On Deck
Knead to Know
Destinations
A Look at Loyalty
Third-party Conversion
Digital Marketing in 2022
Seasonal Salads
Seasonal Salads
Low Prep Wow Apps
Summer-Inspired Pizzas
The Outdoor Experience
Automation Nation
Exterior Maintenance
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Expo Spotlight
Pizza Today - June 2022 - Ctip1
Pizza Today - June 2022 - Ctip2
Pizza Today - June 2022 - Cover1
Pizza Today - June 2022 - Cover2
Pizza Today - June 2022 - Commentary
Pizza Today - June 2022 - 4
Pizza Today - June 2022 - 5
Pizza Today - June 2022 - 6
Pizza Today - June 2022 - 7
Pizza Today - June 2022 - Digital
Pizza Today - June 2022 - 9
Pizza Today - June 2022 - Conversation
Pizza Today - June 2022 - 11
Pizza Today - June 2022 - Mike's Monthly Tip
Pizza Today - June 2022 - 13
Pizza Today - June 2022 - Man on the Street
Pizza Today - June 2022 - 15
Pizza Today - June 2022 - Building Blocks
Pizza Today - June 2022 - 17
Pizza Today - June 2022 - On Deck
Pizza Today - June 2022 - 19
Pizza Today - June 2022 - Knead to Know
Pizza Today - June 2022 - 21
Pizza Today - June 2022 - 22
Pizza Today - June 2022 - 23
Pizza Today - June 2022 - Destinations
Pizza Today - June 2022 - 25
Pizza Today - June 2022 - A Look at Loyalty
Pizza Today - June 2022 - 27
Pizza Today - June 2022 - 28
Pizza Today - June 2022 - 29
Pizza Today - June 2022 - Third-party Conversion
Pizza Today - June 2022 - 31
Pizza Today - June 2022 - 32
Pizza Today - June 2022 - 33
Pizza Today - June 2022 - Digital Marketing in 2022
Pizza Today - June 2022 - 35
Pizza Today - June 2022 - Seasonal Salads
Pizza Today - June 2022 - 37
Pizza Today - June 2022 - Low Prep Wow Apps
Pizza Today - June 2022 - 39
Pizza Today - June 2022 - Summer-Inspired Pizzas
Pizza Today - June 2022 - 41
Pizza Today - June 2022 - 42
Pizza Today - June 2022 - 43
Pizza Today - June 2022 - The Outdoor Experience
Pizza Today - June 2022 - 45
Pizza Today - June 2022 - Automation Nation
Pizza Today - June 2022 - 47
Pizza Today - June 2022 - Exterior Maintenance
Pizza Today - June 2022 - 49
Pizza Today - June 2022 - Product Showcase
Pizza Today - June 2022 - 51
Pizza Today - June 2022 - Pizza Today Yellow Pages
Pizza Today - June 2022 - 53
Pizza Today - June 2022 - 54
Pizza Today - June 2022 - 55
Pizza Today - June 2022 - 56
Pizza Today - June 2022 - The Marketplace
Pizza Today - June 2022 - 58
Pizza Today - June 2022 - 59
Pizza Today - June 2022 - 60
Pizza Today - June 2022 - 61
Pizza Today - June 2022 - 62
Pizza Today - June 2022 - 63
Pizza Today - June 2022 - 64
Pizza Today - June 2022 - 65
Pizza Today - June 2022 - Expo Spotlight
Pizza Today - June 2022 - Cover3
Pizza Today - June 2022 - Cover4
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