Opinion
The win-back email nobody should have sent
A "we miss you" message to a customer who ordered last Tuesday. A deep discount to someone who left because of a cold pizza. How automated win-backs go wrong, and how to fix them.
· 3 min
Loyalty and retention
June Abernethy
June studies why people come back. Before pizza she worked on loyalty for a regional coffee chain, which she describes as the same job with less cheese.
3 stories
Opinion
Strategy
The second order is the whole game
Getting a first order costs real money. Most shops then do nothing to earn the second one. A short plan for the most valuable two weeks in a customer's life with you.
· 2 min
Loyalty
The points program nobody remembers joining
Plenty of pizza shops run a loyalty program. Far fewer have customers who know they are in one. If nobody notices the balance, the points are doing no work at all.
· 3 min