Franchise Update Magazine Issue III, 2013 | Page 41
Involve everyone
When making decisions on a new loyalty program, you should have all the
key players on your staff in the room
to talk about how this new program
may affect their part of the business.
1) Operations: Will it work on the
current POS?
2) Marketing: Will it achieve the desired results? Can you validate them?
3) Sales: Will it enhance your brand
image and thus make closing deals
for new locations easier? How much
easier would it be to close a deal on a
To drive
customers in,
you can make
an offer that is
time-sensitive,
such as a text
campaign when
business is
slow. When is
the last time
you received a
text and
did not read it
right away?
location if you already knew you had
2,000 loyal customers in that market
driving to another of your locations
farther away? Even better, start identifying markets by using loyalty data to
determine where you should be focusing your growth efforts.
4) Finance: Cost is important, but does
the program have a measurable ROI?
In summary, a loyalty program can
do wonders for your business, but do
your homework and think it all the
way through to what your real goal
is: ROI! n
Grow Market Lead
It is my belief that your email marketing, text marketing, online ordering,
orders coming in from smartphone
apps, and regular transactions at the
POS should all be integrated in the
same loyalty host. This way, when
you do campaigns you can track the
results of email versus text marketing,
for example, and get a handle on what
is actually driving your business.
Tom Epstein is CEO and
founder of Franchise Payments Network, an electronic payments processing
company dedicated to helping franchisors and their franchisees improve system performance, increase revenue,
and reduce expenses. Contact him at [email protected] or 866-4204613 x1103.
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