CiCi's franchisee's mobile loyalty program boosts sales

Aug. 31, 2011

CiCi's Pizza of Tampa Bay, a franchisee with seven units in the Tampa, Fla., market, has leveraged Sundrop Mobile Loyalty to reverse a double-digit year-over-year negative sales comparison trend.

Additionally, within the first five weeks of the rollout, the franchisee enrolled more customers in its mobile loyalty program than it had in 18 months of promoting its email-based program.

"Consumer acceptance and participation in the program has been so strong in our market that during the testing period we have already turned our double-digit negative sales to almost flat and in some cases positive sales," said franchisee Lisa Bertrand.

The Sundrop Mobility Loyalty system was rolled out systemwide through POS integration, which simplified in-store operation, according to Bertrand.

In all seven stores, Sundrop collaborated with CiCi's POS provider R-Stream to seamlessly integrate the loyalty program into the customer check-out process, then used R-Stream's above-store analytics combined with Sundrop's closed-loop marketing system to track the precise impact of the program on same-store sales.

"What's truly remarkable about the rollout is the market demographic, which skews much older than most other market areas," said Travis Priest, CEO of Sundrop Mobile. "While CiCi's does have a strong presence with younger families, we've demonstrated conclusively here that our mobile and social loyalty program can even produce dramatic results for demographics that are not typically considered strong users of mobile and social media."

Sundrop Mobile Loyalty replaces plastic loyalty cards with customers' mobile phone numbers. Merchants can focus on registering customers into their loyalty program at the point of purchase, while Sundrop manages the remainder of customer data collection. In addition to collecting customers' mobile numbers, Sundrop automatically connects businesses with their customers via Facebook and Twitter, and collects email addresses, which enhances email-based programs.

Sundrop's mobile and social loyalty program also recently generated the highest single-day sales ever for a Little Caesar's franchisee.

Read more about mobile initiatives.

Topics: CiCi's Pizza , Franchising & Growth , Marketing / Branding / Promotion , Online / Mobile / Social

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