Loyalty 360: Dickey’s Barbecue Pit Creates a More Personalized, Targeted Loyalty Program

From Loyalty 360:

Roland Dickey Jr., President and CEO of Dickey’s Barbecue Pit, wanted to do something to make the company’s loyalty program stronger and more effective.

In the past, Dickey’s has used the Big Yellow Cup Club to administer loyalty points in various ways to its customers. To take the loyalty program to a deeper level, Dickey’s partnered with Spendgo, a loyalty customer engagement solution provider that enables guests to receive more personalized and geo-targeted specials.  

Prior to the rollout of Spendgo, the Big Yellow Cup Club was a source of coupons and discounts for Dickey’s guests, but it didn’t have the capability for personalized and targeted marketing efforts. Spendgo goes beyond a traditional point system and integrates members’ purchasing preferences, Big Yellow Cup Club numbers, and online ordering habits to offer loyalty points on targeted offers.  

Leveraging this data, Dickey’s Barbecue Pit now can see which offers are redeemed by members and adapts accordingly by giving guests what they want in their home locations. Offers are delivered via text and email and points can be accumulated to redeem a Dickey’s product free of charge, from a Big Yellow Cup to a Family Pack. Completing the technology trifecta is Tech in a Box, which offers guests free Wi-Fi and identifies guests who redeem Dickey's special offers.  

Since using Spendgo, Dickey’s Big Yellow Cup Club has grown nearly 20% through text and email offers, leveraging line-item and customer data in real-time to create personalized campaigns that drive sales and new guests.  

“We are proud to introduce these targeted marketing efforts system-wide,” said Dickey Jr. “Using the data from our loyalty programs, Dickey’s is now able to offer great deals on items that guests are most interested in nationwide.

"This program is but one of many in our recent history that shows how old-style Texas BBQ can succeed thanks to cutting edge business approaches.” Ivan Matkovic, founder and CEO of Spendgo, added: “Our integration with Dickey’s is a great example of a smart food service company that understands how to maximize growth opportunity and provide top-level services to their customers. We applaud their efforts and are looking forward to a long-term and very successful relationship.”   - See more at: www.loyalty360.org