QSRNext will take a deep dive into both loyalty and e-commerce and how they can drive revenue and retention.
Loyalty programs are a common tool for restaurants, but they aren’t always successfully implemented. With so many loyalty apps out there, customers need a firm reason why they should download your restaurant’s app. A panel during the virtual event QSRNextheld on Nov. 11 will take a deep dive into both loyalty and e-commerce and how they can drive revenue and retention.
Margaret Carrera, chief development officer at The Halal Guys and Jessica Wu-McConnell, VP of digital and loyalty at Church’s Texas Chicken will discuss how restaurant leaders can tap into data to optimize loyalty and e-commerce platforms and uncover future trends in the market.
For a preview of the panel’s contents, see the Q&A with Wu-McConnell below.
Q: What are some key best practices around loyalty platforms?
Wu-McConnell: Grounding your program in what matters to your consumer is essential when developing a loyalty program. By designing a program that resonates with your key consumers, you’re setting the program up to successfully drive adoption and most importantly engagement. For Church’s, 50% of our guests use cash, so rather than going all digital with our program, we wanted to make it inclusive of both in-store and online/app orders. This way all of our guests have the opportunity to participate. We also serve large, multi-generational families and it is important that we provide rewards to meet their needs, which is why our program includes rewards that can be redeemed for up to 16 pieces of chicken in one redemption.
Q: How can restaurants maximize e-commerce?
Wu-McConnell: When it comes to e-commerce, it is mission-critical to deliver a frictionless experience. The top reasons customers order online are ease and convenience. When you add loyalty into the mix, the earning and redemption process must be equally frictionless to be impactful to online sales, making it as easy as possible for guests to redeem the rewards they’ve earned.
Q: What are you most excited to share at the event?
Wu-McConnell:I’m excited to share more about what makes Church’s REAL REWARDS the best program for our guests. Prior to launching, we conducted extensive research to design a program made custom for our guests. We want to make sure our guests know that we appreciate the love and loyalty they’ve given us for 72 years. It was important that we got it right out of the gate and that our loyal guests received rewards that matter to them.
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