Canadian restaurants gather data from gift cards

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By: Wise Marketer Staff |

Posted on March 21, 2003

Canadian restaurants gather data from gift cards

Canada-based restaurant and foodservice, Spectra Group, has implemented an electronic gift card programme entitled 'S-Card' using e-gift technology from Ernex. The cards, which replace paper gift certificates, are available throughout the group's brands, including Bread Garden (18 locations), The Boathouse restaurants (5 locations) and Romano's Macaroni Grill (2 locations).

The S-Card programme is intended to replace paper gift certificates that have previously been issued at Spectra's 25 restaurant locations, and will offer customers additional incentives, special offers and promotions in real time at the point-of-sale when they use their S-Card for payment.

Real-time offers Using the Real-time Promotional Tool Kit from Ernex, Spectra will be able to create personalised marketing initiatives aimed at enhancing customer experiences and driving incremental sales.

An example of one such promotion is a 'kick-back' offer for every new S-card that is activated or reloaded. Depending on the value that is activated or reloaded, Spectra will offer free sandwiches or specialty coffees on a later visit.

Rewards & coupons Ernex's custom messaging-based promotion tools recognise all activation and reload transactions during the campaign period, printing a unique reward message on the customer's receipt.

Other options include custom coupons that can be tracked and validated upon redemption, and Swipe'n'Win sweepstakes that add a little excitement for the consumer.

Database management The S-Card will also be instrumental in helping Spectra to build a customer database, based on the contact information provided when they purchase a card (provided the customer 'opts in' for marketing activity). The data collected should allow Spectra to produce more sophisticated real-time marketing programmes.

"We are planning specific tactical real-time promotions using Ernex's technology to cross-market the three Spectra Group restaurant concepts, and we anticipate even higher customer frequency and spending on the S-Card," said Gordon Munroe, strategic consultant for Spectra.

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