Customer loyalty is a major goal for any brand. Retaining customers and their all-important loyalty is a deeper dive that is an ongoing process.
For Meredith Wenz, director of marketing at Auntie Anne’s, that loyalty is synonymous with the company’s customer base.
“Technology will always be a driving factor here,” Wenz explained to Loyalty360. “Consumers join loyalty programs to make their lives easier and/or to save money. It’s fair to say that if you’re expecting consumers to take time for a brand, the brand needs to deliver on its promises. We know our guests lead hectic lives. To be truly successful, loyalty needs to be seamlessly integrated into their daily habits.”
Auntie Anne’s has dedicated, loyal customers, Wenz noted.
“Through the years, we have learned that we need to continue to find ways to stay relevant and top of mind,” she said. “Over the next year, we expect new challenges to revolve around remaining visible among consumers with their constant desire for less ads and cultivating online to offline community management.”
Wenz said that the My Pretzel Perks mobile app is an extension of what company officials focus on within the stores.
“We strive to deliver fresh, hot offers that continue to bring our guests in,” Wenz said. “We want the experience online to be just as friendly as it should be in any of our stores. We know that guests have many options. We want to be the brand that delivers consistent, quality products that keep folks coming back.”
Auntie Anne’s opened in 1988.
“Many of them (customers) tell us that our brand is part of really special moments in their lives – birthdays, celebrations, traditions, rewards, special moments, and other life milestones,” Wenz said. “We want to continue to build on the equity that started when ‘Auntie’ Anne Beiler opened her first store because that’s what truly keeps guests coming back again and again.”
Listening to customers is “absolutely critical” at Auntie Anne’s, Wenz said.
“Our engagement with them needs to be a two-way conversation,” she said. “Our Guest Care Team takes the time to respond to each and every comment that comes in about My Pretzel Perks. We also hear a lot through constantly monitoring our social channels. We view My Pretzel Perks as a program, first and foremost, for our loyal guests. If it isn’t working for them, isn’t giving them what they want and need, then it isn’t working for us. By listening and internalizing their feedback, we can tailor our program to work best for them.”
Meeting the needs of every unique guest is certainly a challenge.
“We want Auntie Anne’s to be a respite – somewhere they can go or turn to for a bit of a break – but every need at any given time is different,” Wenz added. “Making sure that each guest is heard and feels valued because we do care about what they think and feel.”