Paytronix Helps Tavern in the Square Boost Loyalty Penetration
Paytronix Systems, Inc., a leading provider of reward program solutions to restaurants and retailers, today announced that Tavern in the Square is the winner of its 2017 Paytronix Loyaltees Award for Mobile Engagement. With half of its Tavern Insider reward program members using mobile apps, the fast-growing local restaurant group has deployed the Paytronix mobile platform to engage millennials and young professionals with targeted campaigns.
As it grew from one to 10 locations, Tavern in the Square needed a new strategy for reaching its guests. The original restaurant catered to a hip, young bar crowd, whereas its newer suburban restaurants attract more young professionals, ages 25 to 35. To retain both demographics, Tavern launched the Paytronix-powered Tavern Insider loyalty program in February 2016. One month later, it debuted a branded version of the Paytronix mobile apps for IOS and Android.
As soon as the mobile app debuted, Tavern Insider enrollment snowballed. From March 2016 to March 2107, on average, one thousand guests per month downloaded the new app and registered to join, rapidly increasing membership to 19,000 in just 12 months.
In launching the mobile platform, Tavern in the Square sought to create a unified experience for guests across all its customer touchpoints. Tavern Insider makes it easy for guests to join, check balances, and redeem rewards through its mobile responsive web pages, mobile responsive email and apps that are convenient and reliable.
Tavern in the Square engages its newly found audience with personalized push and in-app messages including geofencing. Geofencing enables it to target loyalty members within a radius of a restaurant. In January, a buy-one-get-one-half-off offer was pushed out via geofencing. The restaurant saw a 50 percent increase in restaurant sales in one day.
“The Paytronix mobile platform ensures that our guests have the same experience with our Tavern Insider loyalty program whether they access it online or via their phones. Our customers are enthusiastic about the mobile app and, on average, we’ve experienced one thousand downloads a month since we first introduced it,” says Stephen Desousa, CEO of Tavern in the Square. “With more than 50 percent of our loyalty members using the mobile app, Tavern in the Square has quickly adopted a mobile marketing strategy that lets us segment and reach our members with targeted, highly effective campaigns.”
“Making the Paytronix mobile platform an integral part of its Tavern Insider loyalty program has paid off in spades for Tavern in the Square. It’s allowed the fast-growing restaurant brand to connect with Millennials and young professionals. The platform provides all the necessary tools for personalized campaigns,” says Michelle Tempesta, head of product for Paytronix Systems, Inc. “The Tavern Insider loyalty program promises to be an integral part of its marketing program as the brand continues to expand geographically.”