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Rewarding customers pays for National Coney Island dining chain


Roseville, Mich. – Developing customer rewards programs costs money, but when done correctly pays big dividends. The National Coney Island restaurant chain has successfully increased guest frequency and spend with its Paytronix-powered Coney Bucks rewards program.

An instant-wins promotion almost doubled new Coney Bucks registrations over the average previous months' registrations. National Coney Island replaced its coupon-based advertising program with the Coney Bucks rewards program, which is built on the Paytronix Rewards Platform.

Offering discounts based on frequency and spend, Coney Bucks also collects data that helps the restaurant chain better understand and engage with its guests. To date, Coney Bucks has accumulated 58,000 members, many of whom visit as frequently as three times a day.

National Coney Island has deployed Paytronix promotions, messaging, and test-and-control features to help continuously recruit and engage with its loyalty program members. Behavioral messaging enables the retailer to engage with guests, increase visit frequency and spend, and to explore a variety of offers.\

In addition, target and control functionality helps National Coney Island determine which offers will deliver incremental and profitable visits. For instance, a head-to-head offer test was performed between a dessert compared to a milkshake. The test proved that the milkshake offer delivered more incremental visits, and those who redeem a milkshake tend to spend about a dollar more per check than those redeeming a dessert.

"Overall, Paytronix has helped us to increase knowledge of our guests and keep them engaged with both our loyalty program and our brand," said Martyna Nowak, marketing director, National Coney Island. "There's a lot of competition in this area. Coney Bucks further differentiates our offering and makes a positive impact on sales.”

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