Your point of sale terminal offers you the opportunity to receive payment from customers - but it also offers you the opportunity to build up the goodwill and loyalty that consumers feel toward your brand.
Mobile Commerce Daily recently announced that Dunkin' Donuts has begun offering a mobile loyalty program, known as DD Perks, to customers in select locations. The program, which is completely paperless and is used at credit card processing terminals, is designed to drive sales for the company by encouraging loyal customers to spend more on their individual visits.
"I'm excited about the potential DD Perks has to drive profits using targeted offers, offers specifically designed to drive incremental sales based on guests' individual behavior, said John Costello, president of global marketing and innovation at Dunkin' Donuts, according to the news outlet.
He noted that his company is committed to being a leader in the digital mobile industry, and that a rewards program is necessary in order to claim that title - suggesting that all businesses aiming to make the most of their credit card terminal who do well to consider implementing a similar program.
"We're committed to being a leader in digital mobile and loyalty in the QSR industry," Costello said, according to Mobile Commerce Daily. "To achieve this, we've been, and we'll continue to be, highly methodical, deliberate and strategic in designing and rolling out a fully integrated mobile technology program from our franchisees' unified point of sale to the mobile app and now with our DD Perks rewards program."
Other service providers make use of loyalty programs
Apparently, many businesses have found that the use of loyalty programs can help to increase revenue. McDonald's recently announced that many of its U.S. locations would begin making use of a loyalty program in an attempt to attract younger customers to their locations, according to a report from Bloomberg.
"Younger people are certainly more inclined to use mobile payments and ordering and also probably more inclined to be members of loyalty groups," Sara Senatore, a New York-based financial analyst, told the news outlet. "Young people seem to have less of an issue with giving over personal information."
Terry Smith, the owner of three McDonald's locations, also noted that the loyalty programs help the franchise to target younger consumers. The company has been fighting back against decreased market share with the help of mobile payment options at credit card terminals, and the loyalty program represents their latest innovation.
