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SpotOn partners with Fazoli's to pilot loyalty, marketing platform

May 23, 2013

SpotOn, a loyalty and marketing platform designed initially for small business, today announced the release of the second full version of its marketing platform for businesses, offering new technology to help multiple-location merchants improve loyalty on a local and brand level, according to a company press release. SpotOn has also entered into an agreement with Fazoli's, recently named as the No. 1 chain on the Fast Casual Top 100 Movers & Shakers, to conduct a three-market pilot at the company's corporate-owned locations.

"Just like small businesses, large chains need an easier way to foster loyalty and engage their customers on a local level," said Zachary Hyman, co-founder of SpotOn. "At the same time, they need intelligent data to help them see what's happening across the brand, and the marketing tools to respond effectively to those trends in real-time."

SpotOn has tackled the problem with expanded features to HotSpot, its merchant dashboard, which now enables chain owners to quickly toggle between locations to compare activity and uncover key customer trends, Hyman said. Users can view macro-level analytics, such as customer loyalty across the chain, all the way down to transaction-level details, like an individual customer's frequency and redemption history. In addition, the technology empowers store managers to market to their customers, while giving the chain's marketing manager the tools to review customer messaging and ensure brand consistency. Marketing managers can also use the data to craft targeted marketing promotions on a brand level or to individual customers.

SpotOn's tablet-based loyalty and marketing technology is already being used by more than 250 business chains in 800 locations, such as Dairy Queen, Chick-Fil-A, and L&L Hawaiian Barbecue restaurants.

Over the next several weeks, Fazoli's will be implementing SpotOn's technology in 15 of the chain's corporate-owned locations in the Nebraska and Kansas City areas. Fazoli's decision to pilot the technology came down to the ability for marketing managers to effectively compare performance among all of the locations as well as to drill down on data about which offers worked best.

"We want to be able to understand our guests' behavior," said Cathy Hull, Fazoli's chief marketing officer. "We see SpotOn as an innovative way to not only reward their loyalty, but to understand their preferences better so that we can tailor offers to their liking."

Since launching in July 2012, SpotOn is used by 6,000 businesses nationally, and has more than 1 million consumers using its loyalty card or smartphone app to obtain rewards at local businesses.

"We've become an integral part of many business' loyalty and marketing efforts, " Hyman said. "We're gaining traction in new markets, and we're excited about pursuing new ways to support merchants in growing their businesses."

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