Paytronix Updates Mobile Loyalty App Solution

Loyalty program platform provider Paytronix has launched a number of updates to its mobile app platform that give customers more flexibility as they build and customize their mobile loyalty apps. Though the loyalty platform is most popular among quick-service restaurants and chains, it provides a full set of capabilities to any retailer, Michelle Tempesta, director of marketing at Paytronix, says.

Thanks to improved integrations with a variety of point-of-sale (POS) systems, Paytronix now enables users to simplify guest check-in by generating a scanner-ready QR code or an app-generated ID number that can be used at the POS. This eliminates having to ask for customers' phone numbers or other identifiers to look up their loyalty information. Apps built with the Paytronix platform can now also be equipped with a progress bar widget, which helps guests keep track of their rewards status.

Added social features provide a social log-in functionality, which tackles a common consumer pain point—having to log in and create an account for the loyalty app. Furthermore, a new "Refer-a-Friend" capability gives consumers the opportunity to invite friends to download the app via SMS, email, Tweet, or Facebook. The app motivates customers to use the function by offering rewards-based incentives.

Though the updates will improve the app-building experience "across the board," they will be particularly beneficial to customers that have been experimenting with mobile CRM solutions, according to Tempesta. "As more and more consumers use their phones to place orders, more of our customers want to bring CRM functionality to [mobile] online ordering. For some of our customers, it's bringing in 20 to 30 percent of their checks, and they want to integrate the Paytronix app with their payment app and a mobile CRM [system]," Tempesta says. Paytronix can offer integrations on both fronts.

Increasingly, restaurants are asking for a broader view of their customers. "They want to see the full picture, and the new tools, especially the social features, help create a fuller picture," she adds. 

In addition to its loyalty program platform, Paytronix also has a number of marketing tools that collect and report on loyalty data, optimize it for customer outreach, and launch marketing campaigns. Customers can be segmented by their loyalty and reward status as well as by how much they spend and can be targeted using SMS or push notifications. Users can also use Paytronix’s geofencing technology to reach customers in specific geographic locations. The reporting dashboards that track this data, as well as data on mobile downloads, registrations, and check-in volume, have been strengthened and revamped as part of this solution upgrade. "Measuring results is key, which is why reporting is such an important piece of the solution," Tempesta says.

Restaurant chain Denny's, a Paytronix customer, has already begun using the platform’s new features and are "very pleased" with them, said Erik Jensen, senior director of brand engagement at Denny's, in a company statement. "Giving members several ways to identify themselves at the POS in a quick, simple way within the mobile app has streamlined interaction with our guests and made our loyalty program more functional and fun to use," he added.

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