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QSRNext is set to explore the interconnectedness of loyalty programs and e-commerce, highlighting their potential to boost both revenue and customer retention.
Loyalty programs are widely employed by restaurants, yet they often fail to achieve their intended success. With a plethora of loyalty apps available, customers need compelling reasons to download a specific restaurant’s app. A panel discussion scheduled for November 11 during the virtual event QSRNext will delve into the role of loyalty and e-commerce in driving revenue and improving customer retention.
Margaret Carrera, chief development officer at The Halal Guys, along with Jessica Wu-McConnell, VP of digital and loyalty at Church’s Texas Chicken, will share insights on how restaurant leaders can utilize data to enhance their loyalty and e-commerce platforms while identifying future market trends.
To provide a glimpse into the panel’s discussion, here’s a Q&A with Wu-McConnell.
Q: What are some key best practices for loyalty programs?
Wu-McConnell: It’s crucial to base your loyalty program on what truly matters to your consumers. Creating a program that resonates with your target audience will encourage adoption and, more importantly, engagement. At Church’s, we recognize that 50% of our guests prefer to pay with cash. Therefore, instead of focusing solely on a digital format, we’ve designed an inclusive program that accommodates both in-store and online/app orders, allowing all our guests to participate. Additionally, since we cater to large, multi-generational families, our rewards system is structured to meet their diverse needs, offering options for up to 16 pieces of chicken in a single redemption.
Q: What strategies can restaurants use to enhance e-commerce?
Wu-McConnell: In the realm of e-commerce, providing a seamless user experience is vital. Customers primarily choose to order online for its ease and convenience. When loyalty is factored in, the processes of earning and redeeming rewards must also be straightforward to effectively contribute to online sales, making it easy for customers to redeem their earned rewards.
Q: What are you most eager to share at the event?
Wu-McConnell: I’m thrilled to discuss what sets Church’s REAL REWARDS apart as the best loyalty program for our guests. Before launching, we conducted comprehensive research to tailor a program specifically for them. It’s important for us to convey our gratitude for the loyalty our customers have shown for the last 72 years. Getting it right from the outset was essential, ensuring that our loyal guests receive rewards that are truly meaningful to them.
To register for QSRNext, click here.
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