Loyalty360 Reads: August 28 | Cybersecurity Is The Future Of Customer Acquisition, How El Pollo Loco Tripled Digital Sales in 2020 by Modernizing its Marketing, and More

How El Pollo Loco Tripled Digital Sales in 2020 by Modernizing its Marketing
Bernard Acoca, El Pollo LocoCEO, explains how the restaurant brand revitalized its marketing after spending 98% of its media budget on TV and print just a few years ago.

Acoca tells marketingdive.com that from just a few percentage points of the overall media budget when he started to 30% this quarter, digital spending has exploded — and yielded results. The report says that in its most recent quarterly results, the company saw positive sales comps in June and July, after setbacks at the beginning of the quarter due to the COVID-19 pandemic. And since the start of the calendar year, El Pollo Loco has tripled sales generated from digital channels.

"If we didn't revisit and rethink our approach for how we were going to market, particularly with media, we would run the risk of not bringing new and younger customers into franchise," Acoca says.
Enterprise’s “Plus Your Points” Promotion Returns Earlier Than Ever
As many people choose road trips as their mode of travel this summer, Enterprise has launched its annual Plus Your Points promotion earlier than ever to give registered Enterprise Plus members the chance to earn double points on qualifying rentals. The program is available now through January 31, 2021 to customers in the United States, Canada, Puerto Rico, United Kingdom, Ireland, France, Spain and Germany.

Randal Narike, executive vice president, global mobility and customer experience at Enterprise says the early launch of the Plus Your Points promotion demonstrates Enterprise’s commitment to providing flexibility to its loyalty members during these challenging times. In April, the brand extended Enterprise Plus members’ elite tier status and announced it would roll over qualifying rental activity to next year.

“For travelers who are ready to get back on the road, we want them to know Enterprise is ready to support them with an experience that’s safe, secure and exactly what they’d expect from Enterprise,” Narike says. “Launching the Plus Your Points promotion early is our way of rewarding our loyal renters as they enjoy their summer road trips.”

Points earned during the Plus Your Points promotion are redeemable for free rental days at any time, for any available vehicle at thousands of participating Enterprise locations worldwide. Free day covers base rate — time and mileage— only. Points do not expire as long as the member completes one qualifying Enterprise rental during every three-year period. Membership in Enterprise Plus is free, and the program is open to anyone 21 years and older.
Cybersecurity Is The Future Of Customer Acquisition
Kazi Monirul Kabir, a tech entrepreneur with global footprints in the fields of cybertech, fintech, defense, and social innovation, says customers are becoming increasingly aware of their privacy, and that cybersecurity is the future of customer acquisition.

Kabir says that a Ping Identity survey conducted in 2018 on personal data breach and customer behavior indicated that "trust issues" can lead people to totally abandoning a company, product or service. He says this implies that security and privacy are no longer just regular or routine aspects in the product development stage, but also crucial markers of sales and customer retention.

“The study also alleged that if there were ever a data breach issue, nearly 78% of consumers would not engage with a brand online, while almost 50% would not use an online service or application.”
Read more here.
Metapack and Manhattan Associates Team Up to Provide Retailers With Frictionless Access
Metapack, ab eCommerce delivery technology company, launched its direct External Parcel Integration (EPI) with Manhattan Associates, a supply chain and omnichannel commerce technology.

The EPI directly connects Manhattan Associates’ warehouse management system (WMS) and Metapack’s delivery management platform, providing retailers with seamless access to both Manhattan Associates’ market leading WMS solution and Metapack’s breadth of eCommerce services.

The EPI connector is purpose-built, performance engineered and proven to reduce integration time and costs for retailers, by seamlessly utilizing both Manhattan Associates WMS shipping capabilities and Metapack systems across global warehouse locations. The EPI enables rapid implementation of Metapack Delivery Manager alongside Manhattan’s WMS with minimal work for the customer. In just 2-4 weeks, customers are up and running. Both systems work out of the box.
Hudson’s Bay Relaunches Customer Rewards With Refreshed Digital Loyalty Program
Hudson’s Bay is making it easier than ever for Canadians to earn rewards on the products they love with an updated and improved Hudson’s Bay Rewards Program. One of the top-ranked loyalty programs in Canada, the refreshed program has modernized its reward offerings to ensure a frictionless, omni-channel experience, from beginning to end. The program will be live across the country on September 1.

Redesigned with the customer experience in mind, the updated program is an extension of Hudson’s Bay’s new “Live a Colourful Life” brand ethos and is now fully integrated on thebay.com, with enhanced security features, a brand new look and feel, and a variety of new and simplified member benefits.

  • Redeem points instantly in-store or online at any time. The point threshold has been lowered, and customers can now redeem as little as 1000 points ($5).

  • Gift points to another rewards member through a quick, simple transaction. Both the gifter and giftee will receive confirmation emails once points have been transferred.

  • Support local communities by donating reward points to one of the Hudson’s Bay Foundation’s charitable partners, which can be found through the rewards portal on thebay.com/rewards.

“We undertook extensive consumer research to ensure we were delivering meaningful changes that mattered to our customers,” says Allison Litzinger, VP Marketing - Brand, Customer and Loyalty, Hudson’s Bay. “With the launch of our ‘Live a Colourful Life’ brand platform earlier this year, we are evolving our entire customer experience, and the improvements we have made to Hudson’s Bay Rewards reflect the brand promise and commitment we have made to our customers.”

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