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At SUBWAY, deeper customer relationships and the use of digital technology have paved the way to enhanced brand loyalty.
“New technologies and the advent of digital devices have enabled us to have a deeper, more personal relationship with our consumers,” Ken Moy, Director Payments, SUBWAY told Loyalty360. “We see today’s digital lifestyle as extremely complementary to the healthy lifestyle SUBWAY has come to be known for, for more than 50 years.”
Mobile technology is a burgeoning asset for consumers everywhere and retailers as they take customer engagement to the next level. Officials at The SUBWAY® restaurant chain certainly realize this fact. As a result, they launched the SUBWAY® App and order.subway.com.
The new features offer the added convenience of remote ordering and payment for its customers in the U.S. Later this year, the brand also plans to add PayPal, a global leader in digital payments as one of the convenient options customers can use to pay for meals when they order remotely or pay in-store using the SUBWAY® App's mobile payment feature. With the addition of PayPal, SUBWAY® restaurants will now offer multiple forms of mobile payment at its 27,000-plus U.S. store locations, the most across the category.
“With today’s digital lifestyle, consumers come to expect a robust digital experience from their favorite brands,” Moy explained. “Our Subway mobile app and web presence via order.subway.com gives us the ability to engage with our customer wherever and whenever most convenient for our customers.”
At the end of the day, it comes down to simplicity and convenience at SUBWAY.
“Our focus to offer fresh, hand-crafted sandwiches hasn’t changed over the years and is, ultimately, our secret to loyal customers,” Moy said. “Our digital efforts simply extend our promise to our customers.”
Moy said SUBWAY has listened to its customers, especially about digital technology.
“Customer Experience and having a personal relationship with the customer is critical to success in today’s marketplace,” he explained. “From feedback collected at our stores, to comments and suggestions collected through our digital channels, app and via social media, today’s consumer very much drives our digital strategy. By focusing on the customer and the customer experience, the technical and service aspects of delivering against customer expectations become clear.”
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