Australia's Eagle Boys Pizza is expanding its fledgling Eagle Club loyalty program, offering members discounts of up to 30 percent when they order online.

In addition to accessing discounts and deals, Eagle Club members now have an extra incentive to order online. Christine Hooper, executive marketing director, said the new component complements a growing trend, as online ordering is expected to soon account for one-third of all orders.

"The Eagle Club means customers don't need to dig up coupons or fliers anymore. Eagle Club members will always pay less than if they were ordering off the full-priced menu in store or on the phone," she said. "In fact, by ordering online Eagle Club members can pay up to 30 percent less compared to the full-price menu."

Hooper added that the Eagle Club's online incentive is expected to boost online orders significantly, which is why the chain has spent more than $3 million on a technology upgrade program within the past year. The upgrades include the launch of a smartphone app, a new website and an upgrade to the network capabilities.

"We've invested heavily to not only ensure our website is easy to use, but also is attractive to use by offering everyday discounts and deals," Hooper said. "By registering their information like their delivery address, favorite store and pizza preferences, Eagle Club members will get their order quicker, faster and cheaper."

Read more about online ordering.

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