Turning Card Punches and Loyalty Into Regular Customers

A recent Technomic study indicates loyalty programs are frequently an unused resource for businesses looking to turn customers into regulars.

58 percent of loyalty-club members say they base their dining decisions on where they have a membership and 96 percent say they’ve dined at a restaurant where they have a membership in the past six months, according to Technomic’s survey.

“We’ve come a long way since the 10th-meal-is-free punch cards,” says Darren Tristano, executive vice president at Technomic. “Consumers are now receiving rewards via email, apps, social media and on their smartphones. As mobile marketing continues to evolve, so will loyalty marketing. Its direction may be unclear, but the need to recognize and thank loyal customers will always be there.”

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