Marketing week reports that Nando’s is taking its loyalty scheme online in order to use new data-driven marketing opportunities to target customers.
To do so, Nando’s has overhauled its loyalty scheme, replacing its paper-based scheme with the launch of a card diners can swipe in-store from 27 August and collect ‘chillies’ (instead of chickens) for every £7 spent. Three chillies are needed to claim a reward.
Nando’s mobile app has also been revamped, and allows users to check on their “Chilli Balance” as well as access a menu, restaurant finder and order notepad.
And an online portal alongside PR, social media and in-store marketing will roll out in the coming weeks to promote the new and larger range of rewards it now offers.
Nando’s will, of course, analyse the data produced by its new loyalty scheme in order to target users with appropriate offers, and further develop the scheme and rewards.
Nando’s has historically not invested in advertising in the K, but has been enjoying high profile endorsements in recent weeks – Beyonce and David Beckham amongst them. The new loyalty scheme hopes to benefit from this to attract new registrations and customers.
For more information click here