www.nrn.com
Open in
urlscan Pro
2606:4700::6812:9409
Public Scan
URL:
https://www.nrn.com/consumer-trends/why-you-should-forget-rewards-and-points-when-it-comes-loyalty?PK=MM_NRNwtFeb22&...
Submission: On February 10 via api from US — Scanned from DE
Submission: On February 10 via api from US — Scanned from DE
Form analysis 1 forms found in the DOM
POST /comment/reply/410868
<form class="comment-form" action="/comment/reply/410868" method="post" id="comment-form" accept-charset="UTF-8">
<div>
<div class="user-comment-body">
<div class="user-comment-field">
<div class="user-photo">
<img class="user-thumb-img" src="https://www.nrn.com/sites/all/themes/penton_core_theme/images/account-default-image.png" alt="">
</div>
<div class="user-content">
<div class="user-name">
<a href="/" class="js-penton-user-url-profile"></a>
</div>
<div class="user-comment">
<div class="field-type-text-long field-name-comment-body field-widget-text-textarea form-wrapper" id="comment_body">
<div id="comment-body-add-more-wrapper">
<div class="text-format-wrapper">
<div class="form-item form-type-textarea form-item-comment-body-und-0-value">
<label class="element-invisible" for="edit-comment-body-410868">Comment <span class="form-required" title="This field is required.">*</span></label>
<div class="form-textarea-wrapper resizable textarea-processed resizable-textarea"><textarea class="text-full ckeditor-mod form-textarea required ckeditor-processed" placeholder="Be the first to comment..."
id="edit-comment-body-410868" name="comment_body[und][0][value]" cols="60" rows="5" style="visibility: hidden; display: none;"></textarea>
<div id="cke_edit-comment-body-410868" class="cke_1 cke cke_reset cke_chrome cke_editor_edit-comment-body-410868 cke_ltr cke_browser_webkit" dir="ltr" lang="en" role="application"
aria-labelledby="cke_edit-comment-body-410868_arialbl"><span id="cke_edit-comment-body-410868_arialbl" class="cke_voice_label">Rich Text Editor, edit-comment-body-410868</span>
<div class="cke_inner cke_reset" role="presentation"><span id="cke_1_top" class="cke_top cke_reset_all" role="presentation" style="height: auto; user-select: none;"><span id="cke_12" class="cke_voice_label">Editor
toolbars</span><span id="cke_1_toolbox" class="cke_toolbox" role="group" aria-labelledby="cke_12" onmousedown="return false;"><span id="cke_13" class="cke_toolbar cke_toolbar_last" role="toolbar"><span
class="cke_toolbar_start"></span><span class="cke_toolgroup"
role="presentation"><a id="cke_14" class="cke_button cke_button__bold cke_button_off" href="javascript:void('Bold')" title="Bold (Ctrl+B)" tabindex="-1" hidefocus="true" role="button" aria-labelledby="cke_14_label" aria-describedby="cke_14_description" aria-haspopup="false" aria-disabled="false" onkeydown="return CKEDITOR.tools.callFunction(2,event);" onfocus="return CKEDITOR.tools.callFunction(3,event);" onclick="CKEDITOR.tools.callFunction(4,this);return false;"><span class="cke_button_icon cke_button__bold_icon" style="background-image:url('https://www.nrn.com/sites/all/modules/contrib/ckeditor/ckeditor/plugins/icons.png?t=JB9C');background-position:0 -24px;background-size:auto;"> </span><span id="cke_14_label" class="cke_button_label cke_button__bold_label" aria-hidden="false">Bold</span><span id="cke_14_description" class="cke_button_label" aria-hidden="false">Keyboard shortcut Ctrl+B</span></a><a id="cke_15" class="cke_button cke_button__italic cke_button_off" href="javascript:void('Italic')" title="Italic (Ctrl+I)" tabindex="-1" hidefocus="true" role="button" aria-labelledby="cke_15_label" aria-describedby="cke_15_description" aria-haspopup="false" aria-disabled="false" onkeydown="return CKEDITOR.tools.callFunction(5,event);" onfocus="return CKEDITOR.tools.callFunction(6,event);" onclick="CKEDITOR.tools.callFunction(7,this);return false;"><span class="cke_button_icon cke_button__italic_icon" style="background-image:url('https://www.nrn.com/sites/all/modules/contrib/ckeditor/ckeditor/plugins/icons.png?t=JB9C');background-position:0 -48px;background-size:auto;"> </span><span id="cke_15_label" class="cke_button_label cke_button__italic_label" aria-hidden="false">Italic</span><span id="cke_15_description" class="cke_button_label" aria-hidden="false">Keyboard shortcut Ctrl+I</span></a><a id="cke_16" class="cke_button cke_button__blockquote cke_button_off" href="javascript:void('Block Quote')" title="Block Quote" tabindex="-1" hidefocus="true" role="button" aria-labelledby="cke_16_label" aria-describedby="cke_16_description" aria-haspopup="false" aria-disabled="false" onkeydown="return CKEDITOR.tools.callFunction(8,event);" onfocus="return CKEDITOR.tools.callFunction(9,event);" onclick="CKEDITOR.tools.callFunction(10,this);return false;"><span class="cke_button_icon cke_button__blockquote_icon" style="background-image:url('https://www.nrn.com/sites/all/modules/contrib/ckeditor/ckeditor/plugins/icons.png?t=JB9C');background-position:0 -216px;background-size:auto;"> </span><span id="cke_16_label" class="cke_button_label cke_button__blockquote_label" aria-hidden="false">Block Quote</span><span id="cke_16_description" class="cke_button_label" aria-hidden="false"></span></a></span><span
class="cke_toolbar_end"></span></span></span></span>
<div id="cke_1_contents" class="cke_contents cke_reset" role="presentation" style="height: 100px;"><span id="cke_21" class="cke_voice_label">Press ALT 0 for help</span><iframe src="" frameborder="0"
class="cke_wysiwyg_frame cke_reset" title="Rich Text Editor, edit-comment-body-410868" aria-describedby="cke_21" tabindex="0" allowtransparency="true" style="width: 100%; height: 100%;"
data-gtm-yt-inspected-12879960_25="true"></iframe></div><span id="cke_1_bottom" class="cke_bottom cke_reset_all" role="presentation" style="user-select: none;"><span id="cke_1_resizer"
class="cke_resizer cke_resizer_vertical cke_resizer_ltr" title="Resize" onmousedown="CKEDITOR.tools.callFunction(0, event)">◢</span><span id="cke_1_path_label" class="cke_voice_label">Elements path</span><span
id="cke_1_path" class="cke_path" role="group" aria-labelledby="cke_1_path_label"><span class="cke_path_empty"> </span></span></span>
</div>
</div>
<div class="grippie" style="display: none;"></div>
</div>
</div>
<a class="ckeditor_links" style="display: inline;" href="javascript:void(0);" onclick="javascript:Drupal.ckeditorToggle(['edit-comment-body-410868'],'Switch to plain text editor','Switch to rich text editor');" id="switch_edit-comment-body-410868">Switch to plain text editor</a>
<fieldset class="filter-wrapper element-invisible form-wrapper" id="edit-comment-body-und-0-format">
<div class="fieldset-wrapper">
<div class="filter-help form-wrapper" id="edit-comment-body-und-0-format-help">
<p><a href="/filter/tips" target="_blank">More information about text formats</a></p>
</div>
<div class="form-item form-type-select form-item-comment-body-und-0-format">
<label for="edit-comment-body-und-0-format--2">Text format </label>
<select class="filter-list form-select" id="edit-comment-body-und-0-format--2" name="comment_body[und][0][format]">
<option value="comments" selected="selected">Comments</option>
<option value="plain_text">Plain text</option>
</select>
</div>
<div class="filter-guidelines form-wrapper filter-guidelines-processed" id="edit-comment-body-und-0-format-guidelines">
<div class="filter-guidelines-item filter-guidelines-comments" style="display: block;">
<h3 style="display: none;">Comments</h3>
<ul class="tips">
<li>Allowed HTML tags: <em> <strong> <blockquote> <br> <p></li>
</ul>
</div>
<div class="filter-guidelines-item filter-guidelines-plain_text" style="display: none;">
<h3 style="display: none;">Plain text</h3>
<ul class="tips">
<li>No HTML tags allowed.</li>
<li>Web page addresses and e-mail addresses turn into links automatically.</li>
<li>Lines and paragraphs break automatically.</li>
</ul>
</div>
</div>
</div>
</fieldset>
</div>
<a href="#" class="publish js-publish user-comment__publishbtn" style="display: none;">Publish</a><span class="comment-error"
style="display: inline;"><a href="/penton_modal/nojs/login" class="ctools-use-modal ctools-modal-modal-popup-login ctools-use-modal-processed" rel="nofollow">Log in or register to comment</a></span>
</div>
</div>
</div>
</div>
</div>
</div>
<input type="hidden" name="cid" value="">
<input type="hidden" name="pid" value="">
<input type="hidden" name="form_build_id" value="form--oalO5g1hkJ97tIsFzlghnN_u1Rxkneci2RFf37KnBg">
<input type="hidden" name="form_id" value="comment_node_article_form">
<input type="hidden" name="captcha_sid" value="138538276">
<input type="hidden" name="captcha_token" value="6f7ced27b437a9c9801f1473b11d577b">
<div class="element-invisible">
<div class="form-actions form-wrapper" id="edit-actions"><button id="edit-submit-410868" name="op" value="Save" class="form-submit ajax-processed">Save</button>
</div>
</div>
<div class="url-textfield">
<div class="form-item form-type-textfield form-item-url">
<label for="edit-url">Leave this field blank </label>
<input autocomplete="off" type="text" id="edit-url" name="url" value="" size="20" maxlength="128" class="form-text">
</div>
</div>
</div>
</form>Text Content
We use cookies to improve your website experience. To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy. By continuing to use the website, you consent to our use of cookies. × /sites/all/themes/penton_subtheme_nrn/images/logos/footer.png Google Tag Manager Skip navigation Informa Nation's Restaurant News is part of the Informa Connect Division of Informa PLC * Informa PLC * About us * Investor relations * Talent This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726. Discover: * Subscribe * About Us * Advertise * Buy NRN Research * CREATE - The Future of Foodservice * More * Top 500 * Market Insights Menu Log In or Register * News * Consumer Trends * Menu * Operations * Marketing * Finance * Data & Research * Coronavirus * Webinars * Subscribe * About Us * Advertise * Subscribe to our newsletters * Create, The Future of Foodservice * Store * Digital Edition * Restaurants Ready * Restaurant Hospitality * Food Management * Privacy Statement * Terms of Service * Cookie Policy * Ad Choices * Search * Log In * Register * NEWSLETTER SIGN-UP Speakerbox BROUGHT TO YOU BY Speakerbox brought to you by Consumer Trends WHY YOU SHOULD FORGET REWARDS AND POINTS WHEN IT COMES TO LOYALTY Here’s what you should focus on instead. Feb 01, 2022 Save Customer brand loyalty, frequency and spend took on increased importance during the difficult economic times caused by the pandemic, and nowhere was it more apparent than in the quick-service restaurant (QSR) sector. While many QSR brands rushed to roll out or revamp rewards programs and mobile apps to help better communicate with customers and offer incentives to visit, some limited their effectiveness by making the programs more about one-way marketing than two-way, one-to-one engagement. Others have narrowly equated enrollment with consumer loyalty. There’s more to building loyalty than simply offering rewards and incentives for consumers to buy again. A study conducted by Accenture across 25,000 global consumers discovered that the pandemic caused 50% to rethink what’s valuable to them — including how the companies they do business with understand and address their needs. This same study discovered that while price and quality still remain prime purchasing motivators, others are rising quickly, among them service and personalization — does the brand remember me and make my experience as personal as it can be? Engaging one-to-one and building an emotional connection are what can turn a repeat customer into a loyal one. In a deep review of Mobivity’s own platform data we analyzed over 500 million text messages across 15 million consumers of 40 foodservice brands. The most important takeaway speaks directly to the growing importance of increasing engagement and fostering an emotional connection to the brand. And by communicating regularly with customers via their most personal and preferred channel, brands can increase customer loyalty and transform their reward programs. The analysis also found that text marketing program subscribers visited 44% more frequently than non-subscribers. And, after joining a text marketing program, guests increased their frequency and spend by 23%. There are several reasons for this uptick. Text messages have a significantly higher open rate than email messages — 98% for texts versus 20% for emails. Plus, people tend to view their text messages within minutes of receiving them. Emails can remain unopened in inboxes for days, or worse, get routed to spam folders. So QSR marketers can get value messages to customers quickly via text and be sure that the message is delivered. This is borne out by Mobivity’s data, which found that 60% of redemptions via text occur within the first 24 hours, and 39% of redemptions happen on the same day subscribers receive the offer. For marketers with time-sensitive promotions or who are looking to boost traffic during slow times via dayparting, this kind of responsiveness to text messages is hard to dispute. Another finding that might surprise marketers is that the retention rate for text message subscribers is significantly higher than that of email subscribers. The retention rate of subscribers after 90 days in a text message program is 96%. By comparison, 39% of email subscribers cancel their subscription and two thirds of mobile app users delete the app within the first 90 days. As a further indication of how sticky text messaging programs are, after one year, 93% of subscribers remained in the program, and after two years, 90% were still agreeing to receive messages. These are clearly very loyal customers who find value in receiving text messages from trusted brands. Why is this the case? One reason is that customers must be highly motivated in the first place to give their mobile phone number to a brand and opt-in to receive text notifications. They have likely received something of value initially, such as a free entrée or side, and they see continued value in remaining subscribed to the text message program. Another reason is that text message marketers take the time to carefully segment the subscriber base, use the messages to cultivate relationships and foster a sense of exclusivity among recipients. Messages around new menu items, operating hours, insider tips and well-timed reminders to visit can have as high an impact as a coupon. This ties back to what really engenders loyalty; it’s not just about discounts and promotions, but it’s about understanding customer needs, meeting their expectations and building trust. Research reinforces the value of a well-managed text message marketing program — one that provides economic value immediately, provides a steady and consistent cadence of messages with personalized offers based on past purchases and continues to provide value with every message. As our clients often attest, effective and meaningful engagement leads to more frequent visits, higher spend and a deeper sense of brand affinity, which translates to higher incremental sales. As a complement to email and mobile app marketing, text messaging programs provide a further boost to traffic frequency and spend while driving loyalty to new levels. Given the high retention and redemption rates of text program subscribers, investment in text message marketing can yield a substantial return. In fact, measured over six months, a text subscriber can be valued at $12.15 on average in incremental revenue. And in today’s environment getting loyal customers to return more frequently is the name of the game. Ultimately, though, loyalty is about more than rewards - it’s about getting in front customers regularly with messages and offers that matter. AUTHOR BIO Chuck Moxley is a marketing leader with 25-plus years’ experience developing innovative marketing programs for dozens of B2B/SaaS companies and consumer brands. In addition to SVP of Marketing at Mobivity, he is one of the nation’s leading experts on the convergence of technology and marketing and co-author of Audience of One, a book on breakthrough marketing strategies to change consumer behavior and drive revenue to the bottom line. 0 comments Hide comments Comment * Rich Text Editor, edit-comment-body-410868 Editor toolbars BoldKeyboard shortcut Ctrl+B ItalicKeyboard shortcut Ctrl+I Block Quote Press ALT 0 for help ◢Elements path Switch to plain text editor More information about text formats Text format CommentsPlain text COMMENTS * Allowed HTML tags: <em> <strong> <blockquote> <br> <p> PLAIN TEXT * No HTML tags allowed. * Web page addresses and e-mail addresses turn into links automatically. * Lines and paragraphs break automatically. PublishLog in or register to comment Save Leave this field blank Related Delivering the Digital Restaurant: Why you should kill your giant menu Meredith Sandland. January 11, 2022 This emerging brand is on a mission to redefine what’s possible for quick-service restaura… Mark Hamstra January 18, 2022 U.S. restaurant sales forecast to hit $898B in 2022, reports National Restaurant Associati… Ron Ruggless February 1, 2022 Restaurants are starting to require booster shots for employees and guests Joanna Fantozzi January 14, 2022 Dutch Bros announces Q4 double digit sales growth and nonconformist 2022 digital and innov… Joanna Fantozzi January 12, 2022 The smart way to raise restaurant menu prices Lee Schulman January 19, 2022 iAbout these recommendations Sponsored All I want in the New Year is a digital strategy January 10, 2022 Silver linings: Emergence of ecommerce and virtual events in foodservice January 12, 2022 iAbout these recommendations * About Us * Contact * Subscribe * Ad Choices * Sitemap * CCPA: Do not sell my personal info * Privacy Policy * Terms of Service * Content Licensing/Reprints * Cookie Policy Follow us: © 2022 Informa USA, Inc., All rights reserved * Privacy Policy * Cookie Policy * Terms of Use x