Blog

QSR success: Putting loyalty into consumers’ hands, not employees

Freeing employees from additional obligations at the register will translate into more customers being served in less time via faster lines.

March 4, 2015

By: Andy O’Dell, co-founder and chief strategy officer, Clutch

QSRs recognize the strategic importance of loyalty programs and their ability to increase revenue, attract and retain customers and extend the reach of their brand. One of the common challenges, though, is centered on enrollment: if employees behind the register are responsible for enrolling new customers, they require extra time to explain the loyalty program and its benefits, and to register interested customers. This significantly slows down line frequency and speed, something QSRs are continually striving to improve. After all, the faster they can move the transaction along, the happier the customers are and the more revenue they can generate.

To address this challenge, QSRs should consider moving enrollment away from the point-of-sale and into consumers’ hands. Freeing employees from additional obligations at the register will translate into more customers being served in less time via faster lines. It can also mean added convenience and a more personalized, successful experience for consumers.

How to Put Loyalty Into Consumers’ Hands

Today, most consumers have their smartphones with them at all times, including when they’re out to grab a bite to eat. One of the first things the vast majority of QSR guests will do is check for a Wi-Fi connection. Here’s a big opportunity: require customers to join the loyalty program in order to access free Wi-Fi. In doing so, both parties win: customers get the immediate gratification of Wi-Fi access while the QSR gains a new loyalty program member.

Beyond simple enrollment, QSRs have an opportunity to do much more now that they have consumers’ attention. For instance, offer them the ability to add details to their profile, such as their favorite menu item or most frequently visited restaurant location, and describe the incentives for sharing this information, which could range from early notification of new menu items to more relevant promotions. Now that they are logged into their loyalty profile, offer them access to members-only content, ranging from fun facts about the brand to advance notice on upcoming events.

There’s also an opportunity to drive desired consumer behavior. For instance, offer a customer bonus loyalty points for posting a real-time review or completing a survey on their experience. Or, to drive mobile app downloads, encourage new loyalty members to download the QSR’s app for special benefits, such as the ability to order in advance and skip the lines or special app-only deals. Along with converting many consumers, the app opens up even more opportunity to engage with consumers, including via real-time incentives based on past purchase behavior.

Beacons come into play in a major way here as well. Alerting a customer when they’re near a restaurant and incenting them with a deal or bonus loyalty points can help drive sales and frequency. In return, app users benefit from a richer, more personalized (yet private) experience.

Consumers are in control of their (loyalty) experience

Through this approach, consumers that enroll in the loyalty program to access free Wi-Fi can then opt-in or opt-out of certain features/notifications. For instance, some consumers would prefer not to share much with the brands they interact with – they just want the free Wi-Fi while they eat – and those consumers are free to do so by opting-out of any special features and notifications through a few simple clicks.

Others may opt to share real-time data, which enables the QSR to tailor communications and incentives based on their likes and preferences. The added personalization – through more real-time deals and more relevant communications, for instance – is a worthwhile benefit for those consumers. These efforts also provide an effective way for QSRs to identify real brand loyalists and incent them accordingly.

Improving line frequency and every customer interaction

Now, consumers are getting a better experience in your QSR. With this simple shift in strategy that takes advantage of a different touchpoint – using mobile instead of point-of-sale – cashiers can focus on their order, rather than running through a checklist of other items like the loyalty program, and consumers walk away satisfied from the quick service at the counter. And happy customers are the key to any QSR’s success.