Get Smart10 reasons why your loyalty programme is failing you and how to fix them

reg

Lacklustre loyalty schemes and blind data-less guessing at what your customers want are killing programme effectiveness for hospitality operators So whatrsquos the secret to conquering diner devotion

We lay bare the loyalty landscape and bring you 10 key lessons straight from industry leaders of brand loyalty thatrsquoll take your programme out of the Dark Ages and ensure yoursquoll never lose a customer to a competitor again

Loyalty scheme or tepid turn-off

reg

copy QikServereg 2016

The 10 Ways to Get Smart with LoyaltyDawn of digital on the loyalty landscape

Getting the tech rightOrdering the key ingredient to your loyalty pieUp close and personalNavigating your way to loyalty successEvents turn up the heat on treats for those special daysMake mobile matterSocial sharing freshly baked brand ambassadorsThe more the merrier cross brand and product loyaltyA journey thatrsquos smoother than butterCooking up a storm turning to mobile for the whole shebang

Everlasting Loyalty

1 2 3 4 56789

10

Dawn of digital on the loyalty landscapeDigital innovation is definitely a dish best served piping hot but by the time many Hospitality operators have settled into their tables the tech has been sitting on the pass for a little too long and is now lukewarm at best This guest-facing tech tardiness is even more obvious when you compare the digital deployments of Hospitality to other consumer industries such as Travel Banking and Retail As these industries continue to embrace advances in consumer-facing automation and self-service solutions Hospitality struggles to keep pace

One area of untapped potential where technology can play a hugely lucrative role in your business is loyalty 46 of US consumers said theyrsquore more likely to switch brands than they were 10 years ago which means loyalty is something you canrsquot afford to get wrong1 It can be a daunting issue to address when yoursquore faced with questions like lsquoWhat technology should I usersquo lsquoWill I see a return on investmentrsquo lsquoWhat happens if customers donrsquot use itrsquo lsquoWhat kind of programme should I be investing inrsquo But when 662 of diners prefer restaurants that have a loyalty programme and when repeat customers spend 673 more than new ones itrsquos a big-ticket business item thatrsquos worth facing head-on

In comparison to other industries Hospitality is limping behind sectors like Travel in the loyalty stakes So how exactly have operators gotten themselves into this state of digital despondency One issue lies with the point of sale (POS) POS has traditionally been a workforce solution excelling at making servers livesrsquo easier by dealing with the management of tables and checks with cold efficiency But when it comes to gathering customer data analysing preferences and powering more than just dumb stamp card loyalty POS has fallen woefully short

Some technology providers and operators (mainly in the restaurant business) have tried in vain to address this POS pitfall with make-do solutions such as blanket digital offers or shared tablet ordering with online stamp cards until a better answer to smart loyalty comes along but the truth is logistics have been a killer for the sector

Until now

Cue the meteoric rise of smartphone adoption - a staggering 175 billion users4 - and its accompanying lifestyle-permeating applications Thanks to these addictive little handheld devices the opportunity for Hospitality to get really smart about its loyalty programmes is now ripe for the picking

Continued

1Accenture How digital improves customer experience2eMarketer Daily deals still get restaurant-goers dining 3QSR Magazine The race for long term customer loyalty 4eMarketer Smartphone Users Worldwide Total 175 Billion in 2014

reg

Lacklustre loyalty schemes and blind data-less guessing at what your customers want are killing programme effectiveness for hospitality operators So whatrsquos the secret to conquering diner devotion

We lay bare the loyalty landscape and bring you 10 key lessons straight from industry leaders of brand loyalty thatrsquoll take your programme out of the Dark Ages and ensure yoursquoll never lose a customer to a competitor again

Loyalty scheme or tepid turn-off

reg

copy QikServereg 2016

The 10 Ways to Get Smart with LoyaltyDawn of digital on the loyalty landscape

Getting the tech rightOrdering the key ingredient to your loyalty pieUp close and personalNavigating your way to loyalty successEvents turn up the heat on treats for those special daysMake mobile matterSocial sharing freshly baked brand ambassadorsThe more the merrier cross brand and product loyaltyA journey thatrsquos smoother than butterCooking up a storm turning to mobile for the whole shebang

Everlasting Loyalty

1 2 3 4 56789

10

Dawn of digital on the loyalty landscapeDigital innovation is definitely a dish best served piping hot but by the time many Hospitality operators have settled into their tables the tech has been sitting on the pass for a little too long and is now lukewarm at best This guest-facing tech tardiness is even more obvious when you compare the digital deployments of Hospitality to other consumer industries such as Travel Banking and Retail As these industries continue to embrace advances in consumer-facing automation and self-service solutions Hospitality struggles to keep pace

One area of untapped potential where technology can play a hugely lucrative role in your business is loyalty 46 of US consumers said theyrsquore more likely to switch brands than they were 10 years ago which means loyalty is something you canrsquot afford to get wrong1 It can be a daunting issue to address when yoursquore faced with questions like lsquoWhat technology should I usersquo lsquoWill I see a return on investmentrsquo lsquoWhat happens if customers donrsquot use itrsquo lsquoWhat kind of programme should I be investing inrsquo But when 662 of diners prefer restaurants that have a loyalty programme and when repeat customers spend 673 more than new ones itrsquos a big-ticket business item thatrsquos worth facing head-on

In comparison to other industries Hospitality is limping behind sectors like Travel in the loyalty stakes So how exactly have operators gotten themselves into this state of digital despondency One issue lies with the point of sale (POS) POS has traditionally been a workforce solution excelling at making servers livesrsquo easier by dealing with the management of tables and checks with cold efficiency But when it comes to gathering customer data analysing preferences and powering more than just dumb stamp card loyalty POS has fallen woefully short

Some technology providers and operators (mainly in the restaurant business) have tried in vain to address this POS pitfall with make-do solutions such as blanket digital offers or shared tablet ordering with online stamp cards until a better answer to smart loyalty comes along but the truth is logistics have been a killer for the sector

Until now

Cue the meteoric rise of smartphone adoption - a staggering 175 billion users4 - and its accompanying lifestyle-permeating applications Thanks to these addictive little handheld devices the opportunity for Hospitality to get really smart about its loyalty programmes is now ripe for the picking

Continued

1Accenture How digital improves customer experience2eMarketer Daily deals still get restaurant-goers dining 3QSR Magazine The race for long term customer loyalty 4eMarketer Smartphone Users Worldwide Total 175 Billion in 2014

reg

copy QikServereg 2016

The 10 Ways to Get Smart with LoyaltyDawn of digital on the loyalty landscape

Getting the tech rightOrdering the key ingredient to your loyalty pieUp close and personalNavigating your way to loyalty successEvents turn up the heat on treats for those special daysMake mobile matterSocial sharing freshly baked brand ambassadorsThe more the merrier cross brand and product loyaltyA journey thatrsquos smoother than butterCooking up a storm turning to mobile for the whole shebang

Everlasting Loyalty

1 2 3 4 56789

10

Dawn of digital on the loyalty landscapeDigital innovation is definitely a dish best served piping hot but by the time many Hospitality operators have settled into their tables the tech has been sitting on the pass for a little too long and is now lukewarm at best This guest-facing tech tardiness is even more obvious when you compare the digital deployments of Hospitality to other consumer industries such as Travel Banking and Retail As these industries continue to embrace advances in consumer-facing automation and self-service solutions Hospitality struggles to keep pace

One area of untapped potential where technology can play a hugely lucrative role in your business is loyalty 46 of US consumers said theyrsquore more likely to switch brands than they were 10 years ago which means loyalty is something you canrsquot afford to get wrong1 It can be a daunting issue to address when yoursquore faced with questions like lsquoWhat technology should I usersquo lsquoWill I see a return on investmentrsquo lsquoWhat happens if customers donrsquot use itrsquo lsquoWhat kind of programme should I be investing inrsquo But when 662 of diners prefer restaurants that have a loyalty programme and when repeat customers spend 673 more than new ones itrsquos a big-ticket business item thatrsquos worth facing head-on

In comparison to other industries Hospitality is limping behind sectors like Travel in the loyalty stakes So how exactly have operators gotten themselves into this state of digital despondency One issue lies with the point of sale (POS) POS has traditionally been a workforce solution excelling at making servers livesrsquo easier by dealing with the management of tables and checks with cold efficiency But when it comes to gathering customer data analysing preferences and powering more than just dumb stamp card loyalty POS has fallen woefully short

Some technology providers and operators (mainly in the restaurant business) have tried in vain to address this POS pitfall with make-do solutions such as blanket digital offers or shared tablet ordering with online stamp cards until a better answer to smart loyalty comes along but the truth is logistics have been a killer for the sector

Until now

Cue the meteoric rise of smartphone adoption - a staggering 175 billion users4 - and its accompanying lifestyle-permeating applications Thanks to these addictive little handheld devices the opportunity for Hospitality to get really smart about its loyalty programmes is now ripe for the picking

Continued

1Accenture How digital improves customer experience2eMarketer Daily deals still get restaurant-goers dining 3QSR Magazine The race for long term customer loyalty 4eMarketer Smartphone Users Worldwide Total 175 Billion in 2014

reg

Dawn of digital on the loyalty landscapeDigital innovation is definitely a dish best served piping hot but by the time many Hospitality operators have settled into their tables the tech has been sitting on the pass for a little too long and is now lukewarm at best This guest-facing tech tardiness is even more obvious when you compare the digital deployments of Hospitality to other consumer industries such as Travel Banking and Retail As these industries continue to embrace advances in consumer-facing automation and self-service solutions Hospitality struggles to keep pace

One area of untapped potential where technology can play a hugely lucrative role in your business is loyalty 46 of US consumers said theyrsquore more likely to switch brands than they were 10 years ago which means loyalty is something you canrsquot afford to get wrong1 It can be a daunting issue to address when yoursquore faced with questions like lsquoWhat technology should I usersquo lsquoWill I see a return on investmentrsquo lsquoWhat happens if customers donrsquot use itrsquo lsquoWhat kind of programme should I be investing inrsquo But when 662 of diners prefer restaurants that have a loyalty programme and when repeat customers spend 673 more than new ones itrsquos a big-ticket business item thatrsquos worth facing head-on

In comparison to other industries Hospitality is limping behind sectors like Travel in the loyalty stakes So how exactly have operators gotten themselves into this state of digital despondency One issue lies with the point of sale (POS) POS has traditionally been a workforce solution excelling at making servers livesrsquo easier by dealing with the management of tables and checks with cold efficiency But when it comes to gathering customer data analysing preferences and powering more than just dumb stamp card loyalty POS has fallen woefully short

Some technology providers and operators (mainly in the restaurant business) have tried in vain to address this POS pitfall with make-do solutions such as blanket digital offers or shared tablet ordering with online stamp cards until a better answer to smart loyalty comes along but the truth is logistics have been a killer for the sector

Until now

Cue the meteoric rise of smartphone adoption - a staggering 175 billion users4 - and its accompanying lifestyle-permeating applications Thanks to these addictive little handheld devices the opportunity for Hospitality to get really smart about its loyalty programmes is now ripe for the picking

Continued

1Accenture How digital improves customer experience2eMarketer Daily deals still get restaurant-goers dining 3QSR Magazine The race for long term customer loyalty 4eMarketer Smartphone Users Worldwide Total 175 Billion in 2014

reg

Dawn of digital on the loyalty landscape continued

The lsquotherersquos an app for thatrsquo phenomenon has heralded the arrival of self-service order and pay for food and drinks straight from customersrsquo mobile phones This key piece of the process that was missing before means operators can capture valuable customer data such as buying behaviour (times location and frequency of purchases) favourite meals preferred payment methods whether they tend to collect order for delivery or eat in store etc And thatrsquos just the start

Now Hospitality has no excuse for its technological shortcomings Investment and logistics planning from an operatorrsquos standpoint is minimal as much of the technology lies with the consumerrsquos mobile device So now the opportunity is here how can restaurants hotels casinos and stadiums turn up the heat on their loyalty programmes and capitalise on new and existing technologies to attract guests and boost their lifetime value

Here are 10 lessons for achieving just that

Getting the tech right The evolution from coldly efficient workforce tech to powerful guest-facing solutions

1 n Device - No personal information gathered 1 1In-depth accurate

customer data

The biggest failing for many operators trying to release themselves from the grip of dumb stamp card loyalty programmes is that the tech theyrsquove turned to just isnrsquot right As mentioned itrsquos boiled down to operators trying to stick a POS peg in a loyalty hole and itrsquos just not quite fit

Over the past 10 years the industry has experienced an evolution of guest service enhancements as operators attempt to get closer to their customers

Instead of the 1-to-many interaction of yesteryear businesses have realised the benefit of capitalising on the 1-to-1 customer interaction that mobile now affords In fact 97 of US corporate executives say customers want a fast cost-effective and personalised level of experience5 Mobile successfully delivers all three

Operators can finally work with the POS tide rather than against it by using customersrsquo mobile devices and the Cloud to seamlessly pass information to and from the POS system back-end databases and loyalty applications creating a frictionless convenient and lightning fast means of interacting and transacting with digital consumers

1

Waiter amp pen Waiter amp PDA device Tablet on table Customer amp mobile

Ordering the key ingredient to your loyalty pie The secret to understanding your customers and what theyrsquore hungry for

Despite attempts to lure guests into digital interaction with costly tablets and bulky in-store kiosks mobile ordering really is the only efficient way to capture specific customer preferences Whether itrsquos their buying behaviour customised orders or payment preferences you can gather and use this delightfully delicious information to power some seriously effective loyalty schemes

Mani Osteria amp Bar in Michigan for example didnrsquot just capitalise on data capture from ordering they took it a step further by encouraging guests to use the Wisely mobile app From the restaurantrsquos perspective beacon technology triggers a push notification alerting staff when a signed-up guest arrives Information from how many times theyrsquove dined at the restaurant to customer feedback preferences and other relevant tips are sent to the back of the house allowing staff to treat the loyalty member on a more personal level6

By combining captured customer data from the ordering process with knowledge of their specific location using beacons operators can encourage loyalty by allowing guests to unlock premier status during their visit This might include enjoying an extended happy hour tasting menus priority seating and more

2

6FSR Magazine New app uses beacon technology to enhance the guest experience Image courtesy of Wisely

Getting the tech right The evolution from coldly efficient workforce tech to powerful guest-facing solutions

1 n Device - No personal information gathered 1 1In-depth accurate

customer data

The biggest failing for many operators trying to release themselves from the grip of dumb stamp card loyalty programmes is that the tech theyrsquove turned to just isnrsquot right As mentioned itrsquos boiled down to operators trying to stick a POS peg in a loyalty hole and itrsquos just not quite fit

Over the past 10 years the industry has experienced an evolution of guest service enhancements as operators attempt to get closer to their customers

Instead of the 1-to-many interaction of yesteryear businesses have realised the benefit of capitalising on the 1-to-1 customer interaction that mobile now affords In fact 97 of US corporate executives say customers want a fast cost-effective and personalised level of experience5 Mobile successfully delivers all three

Operators can finally work with the POS tide rather than against it by using customersrsquo mobile devices and the Cloud to seamlessly pass information to and from the POS system back-end databases and loyalty applications creating a frictionless convenient and lightning fast means of interacting and transacting with digital consumers

1

Waiter amp pen Waiter amp PDA device Tablet on table Customer amp mobile

Ordering the key ingredient to your loyalty pie The secret to understanding your customers and what theyrsquore hungry for

Despite attempts to lure guests into digital interaction with costly tablets and bulky in-store kiosks mobile ordering really is the only efficient way to capture specific customer preferences Whether itrsquos their buying behaviour customised orders or payment preferences you can gather and use this delightfully delicious information to power some seriously effective loyalty schemes

Mani Osteria amp Bar in Michigan for example didnrsquot just capitalise on data capture from ordering they took it a step further by encouraging guests to use the Wisely mobile app From the restaurantrsquos perspective beacon technology triggers a push notification alerting staff when a signed-up guest arrives Information from how many times theyrsquove dined at the restaurant to customer feedback preferences and other relevant tips are sent to the back of the house allowing staff to treat the loyalty member on a more personal level6

By combining captured customer data from the ordering process with knowledge of their specific location using beacons operators can encourage loyalty by allowing guests to unlock premier status during their visit This might include enjoying an extended happy hour tasting menus priority seating and more

2

6FSR Magazine New app uses beacon technology to enhance the guest experience Image courtesy of Wisely

Ordering the key ingredient to your loyalty pie The secret to understanding your customers and what theyrsquore hungry for

Despite attempts to lure guests into digital interaction with costly tablets and bulky in-store kiosks mobile ordering really is the only efficient way to capture specific customer preferences Whether itrsquos their buying behaviour customised orders or payment preferences you can gather and use this delightfully delicious information to power some seriously effective loyalty schemes

Mani Osteria amp Bar in Michigan for example didnrsquot just capitalise on data capture from ordering they took it a step further by encouraging guests to use the Wisely mobile app From the restaurantrsquos perspective beacon technology triggers a push notification alerting staff when a signed-up guest arrives Information from how many times theyrsquove dined at the restaurant to customer feedback preferences and other relevant tips are sent to the back of the house allowing staff to treat the loyalty member on a more personal level6

By combining captured customer data from the ordering process with knowledge of their specific location using beacons operators can encourage loyalty by allowing guests to unlock premier status during their visit This might include enjoying an extended happy hour tasting menus priority seating and more

2

6FSR Magazine New app uses beacon technology to enhance the guest experience Image courtesy of Wisely

Up close and personal Squeezing customer data for juicy preference-based loyalty

Now yoursquove captured the data what do you do to get the most out of it

Such powerful preference-based data is the key to unlocking long lasting loyalty And when you add that to that fact that 65 of diners would share personal information in exchange for loyalty points7 you have a recipe for some genuinely smart loyalty activity

Picture a regular guest John - a tireless business traveller who stays at your hotel at least twice a month and routinely orders the same three things from your menu most evenings Towards the end of the year you see John is getting busier travelling more frantically trying to get business done before holiday season After a late check-in John receives a text saying ldquoItrsquos late you must be tired Therersquos a hot tomato soup warm freshly baked bread and a double chocolate brownie waiting for you in your room

On us Goodnightrdquo By knowing what John likes based on his past behaviour you can easily turn an average experience into a great experience by exceeding Johnrsquos expectations which in turn makes it more likely hersquoll choose to stay with you again in the future not just for work but for personal trips too

One brand that has excelled at the personal touch is Tesco Tesco Clubcard tailors offers based on the types of items yoursquove bought in the past so if you buy a lot of baby food wet wipes and nappies yoursquoll receive discounts and vouchers for baby-related products as well as other items you buy on a regular basis like fruit and veg The more you shop the more likely you are to receive money off coupons extra Clubcard points and competition vouchers Tesco was also one of the first major supermarkets to digitise their card with a move to mobile8

3

7Marketing Land Findings about attitudes towards data sharing8Internet Retailing Tescorsquos simple Clubcard app

Image courtesy of Tesco

Navigating your way to loyalty success Putting location-based loyalty on the mobile map

By spicing up your customer insights with a little location-based seasoning you can lift your loyalty to a whole new level In a recent study by Microsoft 60 of respondents said they prefer offers that are targeted to where they are Knowing where your customers are in real-time lets you provide value that wasnrsquot there before For example in a sprawling stadium or resort you can attend to customers who linger in specific areas or locate guests to encourage them to visit your stores by sending timely relevant offers made tantalisingly more tempting because of their close proximity

The Golden State Warriors Basketball team for example sends welcome messages promotions upgrade offers for

better seats special concession deals and promotions for the team store based on the fanrsquos location around the Oracle Arena10

With a bit of personalisation offering promotions based on location can earn you your own loyalty brownie points For example a frequent customer Will is casually walking down the street when he hears the familiar ping of his phone ldquoHappy Birthday Will Yoursquore pretty close to our store why not pop in for a birthday brownie Our gift to you on your special dayrdquo Your offer suddenly becomes much more attractive and likely to be redeemed because your guest knows theyrsquore just meters away from your store

4

10CNet High-tech Warriors A glimpse into the stadium of the future

Events Turn up the heat on treats for those special days Return the love of your most valuable customers

Launching a new store Estate-wide celebration of your companyrsquos birthday Or hosting an exclusive event Now is the time to give back to your most loyal customers by showing them how much you value them Get them involved in your event-action and immerse them in a five-star digital VIP experience theyrsquoll never forget

Get smart with smartphones and play straight into customersrsquo tech-savvy sweet spot by mobilising your events

bull Send a digital invite via your app to your most loyal customers promising them an event to remember

bull Send a reminder alert on the day as well as helpful location or real-time navigation information to the event

bull Build excitement by letting your guests grab an exclusive preview of your new menu allowing them to pre-order their food and drinks through their mobile In true VIP style their dinner will be lsquomagicallyrsquo waiting for them when they get to the restaurant all they need to worry about it settling in at their table

bull Upsell and cross sell additional sides and after dinner drinks prompting additional orders with tempting photos of mouthwatering dishes and delectable digestifs

bull Encourage customers to share photos of the event and show off their VIP status through their social channels to earn more rewards or loyalty points

5 reg

Make mobile matter Rewarding customers who make the most of mobile

Widespread adoption of your mobile application is the key to its success so donrsquot leave it up to chance Take control by actively encouraging your guests to go digital As the news of your mobile services start to seep through and customers turn to the convenience of their handheld devices yoursquoll be able to gather useful data to power personalised marketing campaigns and boost customer lifetime value offering further incentives to continue using the app

But what incentives would make your customers start or continue using your mobile services Offering more loyalty points to guests that choose mobile order and pay and provide exclusive mobile-only services is a good place to begin By providing an express pick-up lane for mobile orders only customers can jump the morning rush-hour queue guaranteeing their free morning coffee with their usual bagel and gain more points in the process

By ordering with their smartphones you now know their preferences so if theyrsquove not visited your store for a while you could entice them back with a mobile discount on their usual muffin and coffee

Starbucksrsquo highly publicised mobile order app allows customers that use it to skip the often lengthy queues and pick their pre-ordered and paid drinks and snacks at the counter They can also check their balance and add funds to their card earn and track their rewards send gift cards and use Apple Watch to pay and track their rewards too Customers will also enjoy being called by their actual name as itrsquos printed out and stuck to the cup rather than erroneously scrawled across it by the barista11

6

11Pocket-lint Starbucks mobile order and pay service goes live in the UK

Social sharing freshly baked brand ambassadors ldquoA brand isnrsquot what we tell the customer it is itrsquos what customers tell each other it isrdquo - Scott Cook

Give your customers something to shout about 338 is the average number of friends people have on Facebook12 If only 150 of your customers share a photo of themselves playing at your casino posing in front of your stadium or about to tuck into a mouth-watering meal at your restaurant that equates to a potential audience of 50700

Stock up on your social brand ambassadors by letting guests earn points or rewards by sharing promotions brand news photos and checking-in to your stores on their social media channels

One brand that has successfully flexed its social muscles is Ritarsquos Ice Cream Visually engaging interface aside their mobile app gives you your first digital card punch free by logging in with your Facebook account and they reward their customers for shares and reviews on social media too13

7

12 Big Think Do you have too many Facebook Friends13 Ritarsquos Italian Ice Cream

reg

The more the merrier cross brand and product loyaltyProviding value that makes you irresistible

Ever thought about partnering for loyalty By joining an alliance of non-competing brands for example hotels airport concessionaires casinos retailers banks and so on your customers get better value for money and your loyalty proposition starts looking a whole lot more attractive You can put an end to wasted plastic loyalty cards languishing at the bottom of your customersrsquo bags and participate in a more flexible rewards scheme spread across brands your customers use regularly

Last year American Express launched Plenti one of the first truly cross-brand loyalty programmes teaming up with the likes of Macyrsquos ATampT and Exxon Mobil to offer a better value for consumers These types of coalition loyalty programmes have huge potential In Germany for example a cross-brand initiative has been in operation for

more than 15 years with more than half of the populationsrsquo households actively participating in it14

The Travel sector has also been quick to recognise the power of an alliance Several airlines allow passengers to collect points when travelling with an alliance airline staying at a participating hotel hiring a car and even doing their everyday shopping15

8

14 USA Today US gets first cross-brand loyalty program15 Pins For Me Coalition loyalty program

A journey thatrsquos smoother than butter Never lose a customer down a hole in the experience again

As Hospitality operators start to invest more in both guest-facing and workforce technology the risk of ending up with a fragmented disjointed solution that isnrsquot integrated and doesnrsquot provide a smooth experience is a real challenge

When it comes to loyalty providing a differentiated experience that goes beyond the expectations of your customers is essential and that wonrsquot happen if your various technologies arenrsquot speaking the same language Your customersrsquo experience as they move between a physical loyalty card digital loyalty card app web POS and in-store interactions need to be seamless for it to provide the value you need to demand devotion to your brand

Starbucks for example has created a frictionless experience between their physical loyalty card mobile loyalty card and web-based dashboard Customers can earn free drinks view their

points pay with their phone and earn extra rewards and they can choose to do it through the channel of that best suits them16

9

16 My Starbucks Rewards

App

POS

DigitalLoyalty

Card

Web

LoyaltyCard

reg

Cooking up a storm turning to mobile for the whole shebangMobile order and pay is just the beginning

Itrsquos easy to say yoursquoll digitise the order and pay process offer eloyalty cards personalise marketing offers and encourage the type of social interaction with your brand that the Kardashians would be envious of but how do you do it in a unified integrated way to provide the seamless experience your digital consumers demand

Mobile mobile mobile

Thanks to the rapidly evolving features of smartphones today you can turn to mobile to enable the whole enchilada By giving your customers a comprehensive mobile application you can

bull Let them browse your menu order and pay for their food and drink in advance for room service dine-in pickup or delivery Guests can even modify orders add to their check leave a tip and split the bill for that extra touch of convenience

bull Help customers find their nearest store and pre-book a table seat or place at a gaming table for example

bull Provide entertainment for grownups and children alike For example sub shop Blimpie launched Blimpie Run ndash a pretty addictive mobile app game that lets kids lsquorunrsquo across America as Del E Fresh collecting produce to create delicious subs Every month Blimpie selects a user at random from high achieving gamers and rewards them with free subs for a year17

bull Exponentially increase brand exposure by encouraging guests to share their experience through their social media channels

Continued

10

17 Blimpie

Cooking up a storm turning to mobile for the whole shebang continuedMobile order and pay is just the beginning

Nandos and The Hard Rock Hotel and Casino are two brands that have embraced smartphones in a big way to provide a highly convenient value-added mobile-enabled self-service experience for their customers

Nandosrsquo feature-filled app lets guests select their preferred kind of chicken portion type spice level check their rewards status order takeaway and even check the calories and nutritional information of each meal for their more health conscious customers Nandos has also included a useful jot pad within the app to take the tablersquos orders down so you donrsquot forget it when you get to the till As well as taking care of all the order and payment side of things guests can use the app to find their nearest Nandos catch up on news from the brand and use the survey feature to provide feedback on any recent trips they might have had

The Hard Rock Hotel and Casino has also gone app-happy allowing users to manage their Hard Rock Rewards account information find the nearest Hard Rock venue view global visits and track progress towards Rewards browse latest offers and promotions based on the guestrsquos location access Reward Coupons and keep up to date with the brandrsquos news through their dedicated app

10

17 Blimpie

When it comes to driving diner devotion the time for tech is now 62 of Millennials feel that online content drives their loyalty to a brand So dare to digitise and put the power in their hands Literally

By harnessing the power of smart loyalty and letting customers control their own experience yoursquoll create a memorable superior consumer journey yoursquoll be able to offer greater value through better suited marketing offers and develop stronger deeper ties to your customers through more meaningful social interactions So if yoursquore guilty of lifeless loyalty consider these ten lessons to turn it around Deep long-term brand devotion is there for the taking and with your consumersrsquo appetite for all things digital at an all time high therersquos never been a better time to take advantage of it

wwwQikServecom

Everlasting loyaltyTurning the volume up on tech

reg

About QikServeQikServersquos lsquoThe Waiter in Your Pocketrsquo app allows diners to simply scan a QR code at their table in participating restaurants and begin ordering food and drinks straight away

Using the web-based QikServe ldquoControlrdquo CMS (Content Management System) the restaurant operator can define the customer journey and available features This can include check-in service model ordering payment social media marketing amp loyalty and more

QikServe supports virtually any service model from takeaway and quick service to high end The system is flexible enough to combine wait-staff ordering and payment with customer ordering and payment through the app ndash all updating a single check in the POS

QikServe enables you tobull Increase customer order value Encourage guests to buy more and stay longer with

built-in upsell and cross sell prompts A recent study of 1000rsquos of transactions from QikServe clients showed an uplift of spend per head of between 50 and 73

bull Keep your guests loyal Improve customer lifetime value with personalised incentives and a differentiated convenient mobile experience

bull Spread the word with social media Amplify brand exposure and capture valuable customer feedback with integrated social media functionality

bull Improve operational efficiency Remove the pressure from busy environments QikServe improves order accuracy lets customers relax and lets staff concentrate on great service

bull Flexible and tailored customer experience Define the customer journey and configure available features to support any service model from takeaway and quick service to high end

bull Boost profits with targeted marketing Attract new customers and drive additional revenue with targeted marketing campaigns guided by detailed customer data and insights

bull Keep your brand at the centre of it all Customise our app with your logos and colour scheme so your brand is up-front and centre

bull Quick and easy deployment Seamless integration with your existing payment gateways and POS systems

Get in touch with us to find out how you can transform your guest-facing services with QikServe today

wwwQikServecom

About QikServeQikServersquos lsquoThe Waiter in Your Pocketrsquo app allows diners to simply scan a QR code at their table in participating restaurants and begin ordering food and drinks straight away

Using the web-based QikServe ldquoControlrdquo CMS (Content Management System) the restaurant operator can define the customer journey and available features This can include check-in service model ordering payment social media marketing amp loyalty and more

QikServe supports virtually any service model from takeaway and quick service to high end The system is flexible enough to combine wait-staff ordering and payment with customer ordering and payment through the app ndash all updating a single check in the POS

QikServe enables you tobull Increase customer order value Encourage guests to buy more and stay longer with

built-in upsell and cross sell prompts A recent study of 1000rsquos of transactions from QikServe clients showed an uplift of spend per head of between 50 and 73

bull Keep your guests loyal Improve customer lifetime value with personalised incentives and a differentiated convenient mobile experience

bull Spread the word with social media Amplify brand exposure and capture valuable customer feedback with integrated social media functionality

bull Improve operational efficiency Remove the pressure from busy environments QikServe improves order accuracy lets customers relax and lets staff concentrate on great service

bull Flexible and tailored customer experience Define the customer journey and configure available features to support any service model from takeaway and quick service to high end

bull Boost profits with targeted marketing Attract new customers and drive additional revenue with targeted marketing campaigns guided by detailed customer data and insights

bull Keep your brand at the centre of it all Customise our app with your logos and colour scheme so your brand is up-front and centre

bull Quick and easy deployment Seamless integration with your existing payment gateways and POS systems

Get in touch with us to find out how you can transform your guest-facing services with QikServe today

wwwQikServecom