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Paytronix report examines how to draw less frequent guests into loyalty program

May 22, 2017

Paytronix Systems Inc. has released a report that examines key metrics on guest loyalty programs. The report found that the majority of new members that join a loyalty program four months into its launch are low or infrequent guests.

The report examines key ways to draw in those low frequency guests, according to a press release.

Paytronix recommends that restaurants need to target the loyalty program designs to low frequency guests so they understand the value proposition quickly. It also recommends that restaurants make it easy to join the program through a variety of methods such as text messages, apps, kiosks and paper registration. Restaurants also need to use their servers as ambassadors of the program.

"When setting goals for the organization, be aggressive and aim for at least a 15 percent loyalty penetration rate," Lee Barnes, head of Paytronix Data Insights, said in the release. "Getting to this level means you will need some lower-frequency members, which is also the key to producing incremental revenue. Experienced partners know how to design the program to attract this group of clientele, employing ongoing enrollment campaigns that are designed to compel the infrequent group to join the ranks of the brand’s most engaged customers."