Pizza Today June 2021 - 37
they walk into a store, order online
and use our app, " Daniels says. Other
places where sign-up information can
be included: on pizza boxes and at the
bottom of receipts. " It has to be top of
mind, " Daniels says.
Providing specific details about what
to expect will be appreciated by today's
diners. " Most programs are free to join,
but clearly stating the benefits can persuade an ambivalent potential member, "
says Darren Easton, vice president
and creative director at The Cyphers
Agency, who has helped develop and
promote loyalty programs for pizza
restaurants. Feature the perks and provide a way for customers to reach out
and ask questions, such as a telephone
number or chat box.
Continue with the clarity theme for
the registration process. When it comes
to signing up for the loyalty program,
" The simpler, the better, " Easton says.
Staff members can ask diners if they'd
034_PIZ_0621_OPloyalty.indd 37
like to sign up and help gather their
information. For online registration,
make a clear call to action, such as
" Click here to sign up. " Once the customer clicks, the sign-up page should
be streamlined and request only basic
information, like e-mail address and
phone number. " Explain the straightforward nature of the sign-up process
in your social media posts to reassure
your audience that it's a quick and easy
click through, " Easton says.
In addition to making the loyalty
program easy to find and sign up
for, it's equally as important to
have a system to track the client's
journey. " Every time someone calls in,
we can see if the guest is in the reward
program, " Daniels says. " If they are not,
they can be asked if they want to be in
it. "
Find new ways to delight. " Your customers want to feel like they're part of
something special-something exclusive, " Easton says. " Although you want
to clearly state the perks of the loyalty
program in the social media content, it's
important to leave a bit of mystery that
ignites some curiosity. " You might offer
a surprise bonus that will be revealed
after the customer signs up, such as a
free order of mozzarella sticks or complimentary dessert with a meal. You can
send out monthly benefits that are valid
only for loyalty program members.
As you build and maintain your
loyalty program, keep the diner front
and center. As Easton says, " Loyal
customers are the lifeblood of successful
restaurants, and those customers should
be rewarded. " n
RACHEL HARTMAN is a freelance
writer who covers small business, finance
and lifestyle topics.
5/11/21 12:03 PM
http://www.speedlinesolutions.com
http://www.speedlinesolutions.com
Pizza Today June 2021
Table of Contents for the Digital Edition of Pizza Today June 2021
Pizza Today June 2021 - CT1
Pizza Today June 2021 - CT2
Pizza Today June 2021 - Cover1
Pizza Today June 2021 - Cover2
Pizza Today June 2021 - 3
Pizza Today June 2021 - 4
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Pizza Today June 2021 - 33
Pizza Today June 2021 - 34
Pizza Today June 2021 - 34A
Pizza Today June 2021 - 34B
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Pizza Today June 2021 - Cover3
Pizza Today June 2021 - Cover4
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