The restaurant chain Nando has been in the loyalty rewards program game for over fifteen years, but the brand has decided it’s time to take some cues from newer loyalty programs. After identifying changing customer needs, evolving preferences and customer adoption of new technologies, Nando is embarking on a major overhaul to the loyalty program.
Currently, Nando is using a paper-based scheme, but according to a spokesperson for Nando, research has shown that “diners wanted more from the reward options and kept losing their paper cards.” These findings have prompted the implementation of a new card that diners can swipe in-store to redeem points. Customers now will receive “chillies instead of chickens for every £7 they spend with a minimum of three needed to redeem a reward.”
They also have immediate plans for this card to link to a smart-phone application, which is far more up to date from their old paper-based scheme. This application will allow users to not only check their “Chilli Balance,” but to also features a menu, restaurant finder, and notepad to take orders. An online portal, together with PR, social media, and in-store marketing, soon to be released as well, will create an engaging experience that will be hard to ignore and easy to use.
Nando is finding inspiration from My Starbucks Rewards scheme from last year. They specifically notice the emotional connection Starbucks created with customers, and are striving to create that same bond.
This comes at a perfect time when the brand has received many, high profile endorsements from celebrities like Beyonce, David Beckham and Barack Obama. The publicity should bring not only attention to the brand, but more registrants for the loyalty program as well.
As the program continues, Nando plans to tailor the program based on data they receive, as well as expand the rewards offered. Although the brand is claiming that it currently has the “widest range of rewards it has ever offered,” it is still exciting for customers to expect more personalized rewards.
While the card is currently available, customers have until June 30th, 2014 to use their points on their paper rewards card from Nando.