Thorntons Refreshing Rewards Program Sees 3x Lift in Campaign Profitability with New Click-To-Load Feature
Paytronix Systems, Inc., the most advanced digital guest experience platform, announced upgrades to its messaging feature set, which enables users to run loyalty and campaigns from one system. According to Paytronix client, Thorntons, the new click-to-load feature results in more visits and spend than campaigns that do not use click to load.
Visit Paytronix Systems, Inc., at booth #6441 at the NACS Expo, October 8-10, 2018, at the Las Vegas Convention Center.
“Because members have to take an action to load an offer to their account, the click-to-load offers encourage more member engagement. We’ve seen a 3X increase in campaign profitability,” said James Meara, senior manager of loyalty at Thorntons. “Members are more likely to redeem click-to-load rewards. We have eliminated lower performing offers and have added new offers into the mix.”
For example, Thorntons has run cents-off-a-gallon fuel discounts as well as a recent National Coffee Day click-to-load offer. In both cases, the brand saw increased message open rates and click-through rates. In measuring the overall effectiveness of its click-to-load offers, Thorntons sees increased transactions across member visits, gallons of fuel purchased, and in-store purchases.
Paytronix makes it easy for marketers to deliver personalized, targeted messages that drive traffic. With the upgraded Paytronix Messaging toolkit marketers can send scheduled, recurring and real-time messages triggered by POS transactions to reach customers at the right time using a combination of email, SMS messages and in-app notifications.
New and improved features include:
Click to Load – Requires guests to open a message and click on the special link in order for an offer to automatically load onto their account. By ensuring that guests are only rewarded for an engaged reaction, this feature helps mitigate cannibalized sales while limiting liability of brands for unredeemed offers.
Eat-Thru Stats– Goes beyond measuring email open rates by tracking visit and spend related to specific campaigns.
Survey – Enables marketers to send targeted surveys in real-time that are triggered by POS activity, then get feedback just as quickly from guests; trigger surveys from guests visits or purchases of specific menu items. Data is collected, stored and analyzed within the Paytronix platform so measuring outcomes is easy. A reward can be automatically added to the guest’s account upon survey completion.
Local Store Marketing – Enables local store managers to deploy emails to promote local store events while maintaining carefully crafted brand standards.
Geo-Location– Boosts guest visits by sending offers that surface on their mobile device whenever they are in proximity to a store.
Target and Control – Creates groups within campaigns to measure incremental visit and spend lifts, and answers the question, “would this guest have come in anyway?”
Scoring – Reduces cannibalization by targeting guests based on their likelihood to visit in the next 7 or 30 days.
Once messages are delivered, Paytronix captures the data necessary to drive future visits and spend. Marketers can explore their campaign metrics with everything from a high-level executive summary to more granular insights. All told, Paytronix allows marketers to track performance based on how many guests visit and learn more about them with real-time email reporting, analytics, and insights; as well as use the campaign results to make data-driven decisions moving forward.
“Paytronix is a visit-making machine. It enables marketers to dig into customer data and send promotional offers that drive visits and spend,” said Michelle Tempesta, head of product marketing, Paytronix Systems, Inc. “The rapid release of best-in-class features sets brands up for success not only today, it secures their ability to compete and win into the future.”
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