Mobile Payment Ecosystem Views The Effective Use of Prepaid Wallet & Digital Discount Gifting in Card Loyalty Programs
Neissan Monadjem C.E.O. E-Safetransfer S.A
Population: 19 million 5,800 Pizzarias 2nd largest market worldwide, after New York Largest single outlet sales of 11,200 Pizza Hut restaurants
Loyalty Program in São Paulo:
Loyalty Program at Pizza Hut: Safe Loyalty: Loyalty Concept, System Management, Program Customization and Card Supply Pizza Hut (IRB/São Paulo): Campaign Strategy, Marketing, Card activation (Loyalty enrollment)
Program History at Pizza Hut: Concept: 2003 Phase I: 2006 Phase II: 2007 Phase III: 2014
Subject of this presentation: loyalty through digital gift and discount units
Loyalty Program at Pizza Hut: Phase I: prepaid+bonus: 2006 - 2007 Phase II: 1 free pizza +12 (1/week) 40% discount units Phase III: 1 free pizza +90 x 50% discount units
Only one in 12 clients is offered a card Enrollment cost: $ 22, so client must decide: Am I planning to return? Do I like it here? Is it worth it? 1/6 of invited become a loyalty “Clube” member
Loyalty in Casual Dining:
Loyalty Campaign Strategy:
System Management:
On-line & Off-line capture:
Program / client usage:
A
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NP
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ta: 0
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Est
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Program / client redeeming:
Reload / Sales (2010/2012):
Sold & Reloaded
Sold
Loyalty / User Data:
Loyalty / Pizza-Hut 2014: Launch of a New “Gold” generation card
2012: 100,000 cards
Revenue Model:
Card Activation
Transaction Fee: $ 0,44 X 21 (3 reloads)
$ 1,70 A: B: Client, first time card load: $22,00
+D: $ 22,00 +C: $ 22,00
1,2,3,4,5,6, 7 1,2,3,4,5,6,7
1,2,3,4,5,6,7 returns per load
Future Steps:
Gift Card Internet sales:
Gift Card + Loyalty:
1st Cycle:
Gift Card
2nd Cycle: Loyalty
Sal
es I:
Inte
rnet
or R
etai
l
Sal
es II
: in
franc
hise
1
st R
eloa
d
Mobile 1 MOBILE 2
2014 A+B: C: 2016 / NFC Android
Franchise Point Equalization:
Loyalty Program Results: +100,000 clients enrolled exclusively at points of sale Most successful card based digital discount gifting in Brazil Average expense per visit in loyalty enrolled clients is 23% higher then regular customers Clube card holders generate 10% of revenue with only 3.5% of the transactions
Other Loyalty Programs:
1 Fast food 2 Fast casual 3 Casual dining 4 Fine dining
