Ana Guzman wasn’t sure what to expect when TGI Fridays started texting its guests in September. On one hand, the director of loyalty and customer engagement had a hunch that there were certain customers who wanted more direct communication with the bar and grill brand. On the other, there was the chance that texts from a restaurant chain could be disruptive.
“SMS seems like a very direct channel that not a lot of people, in my opinion, would want to be connected to,” she said. Success for the initiative, which pings users with product news and promotions, would be measured against the chain’s traditional loyalty program, Fridays Rewards. That channel was
Article source: https://www.restaurantbusinessonline.com/technology/tgi-fridays-text-based-marketing-program-gets-quick-response
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