I recently visited Anthony’s Coal Fired Pizza in Clifton and really enjoyed the ambiance, service and food. They had a new bacon pizza that servers brought around for customers to try and it was delicious. We actually ordered the Margarita pie and it too was awesome.
I had such a great experience with them that I left my email address for follow up marketing. I’ve already received 2 emails; 1) on the day of my visit thanking me, and 2) on the following day with an invitation for dinner, store locator and loyalty CTA (Call-To-Action).
I clicked on the Loyalty CTA to check the experience and here are my thoughts:
> Sign up was quick and easy and required the following:
– First and Last Name
– Favorite store
– Email Address and Opt-In
> Landing page after sign up was Account Balance with these sections:
– Summary of Account
– Welcome area with Loyalty Card #
– Manage Card
> Landing Page navigation included the following:
– Edit Account
– Transaction History
I was really excited as I got through the process and received my Loyalty Card number, but there’s 1 problem…..no links anywhere on the page detailing the program. Anthony, what did I just sign up for? How do I earn points?
I wouldn’t say this is a common mistake by retailers, but for Anthony’s this leaves a lot to be desired in terms of creating awareness and excitement. Here’s what I would recommend for Anthony’s to correct this issue:
- Create a landing page that details the Loyalty Program and add a link to sign up
- Trigger an Email for customers who sign up and share high level Loyalty program information
- Provide an incentive for initial sign up (e.g. welcome points)
In conclusion, having a successful Loyalty program must not only contain an easy and free way to sign up, but enough information and incentive to spark participation.