Paytronix Systems, Inc., a leading provider of reward program solutions to restaurants and retailers, today announced that Pinkberry is the winner of its 2017 Paytronix Loyaltees Award for Best Early Adopter of a Paytronix feature. Working with its Paytronix Data Insights Strategist, Pinkberry designed and ran a Double Points promotion that successfully delivered a measurable lift and attribution for a new product trial.
The Paytronix Loyaltees Awards is an annual program designed to identify and spotlight Paytronix customers who are leveraging the Paytronix Rewards platform to deliver truly innovative and market-defining guest experiences.
Over the 2016 July 4 weekend, Pinkberry leveraged its Paytronix-powered Pinkcard Loyalty program to conduct a double points promotion for its new low-fat milk ice cream, Pinkbee’s. The promotion utilized the new Paytronix Target and Control feature to determine the overall ROI of its Pinkbee’s promotion.
Double Points Drives Visits and Spend—The double points promotion motivated thousands of Pinkberry fans to extend their taste buds by experiencing the newest innovation, Pinkbee’s. The delta in both visits and spend were up as compared to the control group, demonstrating that the promotion drove incremental visits and spend.
Performance Trumps Open Rate—The data proved that open rate is not a good indication of email performance. In this case, the email with the lower open rate delivered more visits and spend than the email with the higher open rate. If this program used a traditional A/B test, which sends the email with the higher open rate to the target audience, it would not have performed as well when measured by visit and spend metrics.
“I’ve been doing email campaigns for seven years, but after the Pinkbee’s Double Points promotion, I won’t think of doing a campaign without Target and Control. Before we couldn’t look at the engagement, but with Paytronix we can see through to performance,” says Anne Schultheis, digital marketing manager, Kahala Brands.
“The results of the PinkBee’s Double Points promotion demonstrate the power of Paytronix analytics,” adds Michelle Tempesta, head of marketing, Paytronix Systems, Inc. “By using the new Paytronix Target and Control feature, the Pinkberry marketing team was able to measure the effectiveness of two different email headlines, then dive even deeper to determine which headline actually motivated loyalty members to visit its stores.”