Restaurants: the digital loyalty card boom
13 April 2022
Customer loyalty is the lifeblood of any business. This is especially true in the highly competitive foodservice sector.
Retaining a customer costs 5 times less than attracting one.
Coffee giant Starbucks understands this: this pioneer in digital loyalty reports that its Starbucks Rewards program now accounts for 40% of its US sales. The American company has over 16 million registered customers.
If these figures make you dizzy, rest assured: without calling yourself Starbucks, you too can benefit from the impressive effects of a digital loyalty program.
In recent years, loyalty cards have become increasingly popular in convenience stores. Restaurant owners are still a little shy of this new trend. And yet, those who have taken the plunge are seeing a real difference in their sales.
Forget the old stamp card.
As is often the case, real change comes with digital.
Everything is now completely paperless.
What is a dematerialized loyalty card?
A dematerialized loyalty card is a 100% digital loyalty card.
It integrates directly into the customer's smartphone, in Wallet for an iPhone for example.
The digital loyalty card is easily installed by creating an online account on the restaurant's website, for example, or by scanning a QR Code provided in the dining room.
The digital loyalty card can interface with other digital applications used in the restaurant, such as :
- Click & Collect
- Ordering and payment at the table
- Cash register software
- Stand-alone control terminals
- The customer database, sometimes referred to as CRM (Customer Relationship Management)
- Communication tools such as SMS and email
Why do customers love digital loyalty cards?
Online loyalty programs are revolutionizing the restaurant customer experience, as they offer a multitude of benefits for users:
- It's in the bag!
No need to keep 50 paper loyalty cards in your wallet. It all fits into a simple smartphone. Customers can easily find their favorite restaurant's loyalty card in their digital wallet.
- Omnichannel
The big advantage of the online loyalty program is that it works for all points of sale. Customers can collect points or unlock rewards when they place a click & collect order, pay at the checkout or even from an order kiosk. It's a dream for anyone who likes to earn points with every purchase.
- Playful and intuitive
By logging into their loyalty account, customers can check their rewards at any time, and find out how many points they are missing to unlock more. When ordering online or at a kiosk, they can unlock the reward of their choice and enjoy it immediately. It's enough to get you hooked!
- Personalized
We've already seen the benefits of QR Code menu suggestions for increasing the average bill. By integrating the loyalty card into your online menu, you can offer an even more wow-factor customer experience. When making a purchase, customers can earn even more points by adding certain products to their order. You can even make customized suggestions based on your customer's consumption history and the points accumulated on their loyalty card.
How do you set up a digital loyalty card in your restaurant?
A few years ago, having your own online loyalty program was still a complicated business. But the new solutions available on the market have made the task much easier for restaurateurs:
Set-up in just a few clicks
A digital loyalty program can be set up online in just a few minutes. After that, you don't have to think about it. It's all fully automated.
Quick installation for the user
No need to waste your customers' time at checkout. You don't have to enter any information! Your customers create their own loyalty account in 30 seconds.
Easy to use
Gone are the days of the old, drooling stamp. The loyalty card takes the form of a QR Code on the customer's smartphone, which they simply scan when making a purchase. And on an order terminal, it's even simpler: the customer scans the QR Code on his or her own, and that's it!
100% automated
With a digital loyalty system integrated with your customer database and marketing solution, you can generate fully automated SMS or email campaigns. For example, you can decide to send an email to all your customers who have reached a certain points threshold, proposing a special offer.
The must-have? Automated marketing campaigns that are triggered according to pre-established criteria. For example:
- "You're just 3 points short of unlocking your reward".
- "You've accumulated over 100 points: come and get your free dessert."
- "Thank you for your loyalty! For your next visit, enjoy a €10 discount on your bill."
Improve your customer knowledge
It's the icing on the cake. Not only does the digital loyalty card boost footfall in your restaurant, it also enables you to collect information on your customers' consumption habits. This is extremely useful for adapting your menu, proposing personalized offers and guaranteeing a tailor-made welcome in your establishment.
Create your own digital loyalty card
If you're afraid of taking the plunge, don't hesitate to ask for personalized advice on your business issues.
Our loyalty experts will guide you from A to Z in the creation of your loyalty program. Our Obypay loyalty training includes :
- Tailor-made advice
- Tips for exploiting the full potential of our loyalty solution
- Email or SMS templates to send to your customers
Request a demo click here.
Still hesitating?
Discover the digital loyalty card on video here.
