I have spent the last two days looking at a lot of American company’s loyalty and reward programs to help out the PH team. PH itself does not actually have a loyalty program, but is something that they are working on, so this work will allow them to see what other companies are doing in order to keep their customers and thank them for buying products and food from them. I looked at pizza competitors such as Domino’s but I also looked at quite different food companies such as Qdoba which serves Mexican cuisine to see how they reward their customers for remaming loyal to them. Although it is not pizza, it is fast food which means it is a competitor to PH.
A few of us are taking part in this work from the PH team along with Mary Kotyuk, Group Strategy Director who specialises in shopping activation along with three other members of the PH team. I’ve enjoyed working on this task as it has meant I have worked collaboratively with my colleagues and been able to ask questions when I’ve needed to.
A brief was given to the team which has allowed me to learn about how other companies keep their clients and it has made me realise that some companies are more successful than others due to the loyalty programs that they have. If someone knows they have to spend a certain amount to gain specific points to earn something free they are very likely to spend the money and keep buying from that specific company. Who doesn’t like free things?!
The brief also gave some really interesting facts that prove how psychological advertising can be on the consumer:
“DID YOU KNOW?
Recognisable logos can trigger responses in the same part of the brain that that controls the relational emotions. For example, if you love your iPhone, seeing the Apple logo can actually ignite the same happiness and warmth that running into an old friend stimulates.
WHY IS THIS RELEVANT?
A logo to a company is like a face to a person – sometimes we struggle to remember names, but we rarely forget a face. This is exactly what the PH Reward program logo should do for Pizza Hut.”
This links back to one of my previous posts about how advertising affects children, and also adults. Companies know that this affect will happen to people so aim to have they logo in as many places as possible.
I also helped the team proof more menus that are going out today. They required at least three people to do this as it is extremely important that there are no mistakes on them for them being officially published to go out into Pizza Hut restaurants across the country.
