DQ Tests RFID-Powered Loyalty Program
A Dairy Queen in the
Indianapolis area is testing a loyalty program that uses stickers to attach
radio frequency identification (RFID) tags to phone handsets delivering savings
coupons to consumers. If successful, Dairy Queen intends to expand the test
and eventually take the program national.
to RFID Journal, Dairy
Queen has been testing the program for 20 months. Shoppers sign up for
the program by dialing into the restaurant’s system. They then receive
a text message from Dairy Queen with a special promotion offer. The customer
then simply goes to a store and shows the text message to an employee to
get their special deal.
total of 900 people have joined the Dairy Queen program and only about
six percent cancel.
Jamie Guse, International Dairy Queen’s web site manager who is
test, said the RFID portion has only been tested for a couple of weeks
but the company has high expectations.
allows us to do real-time tracking on redemptions, and closes the gap as
to how well the text-messaging system is working," he told RFID
Journal. "Our goal is to get a better understanding of customer
behavior, and build customer loyalty based on that information."
The RFID system also enables the restaurants to target messages to individual
customers based on their purchasing habits.
Is Dairy Queen’s RFID-powered loyalty program going to move the mark
on attracting new customers and/or increasing purchasing frequency/rings,
etc.? What opportunities and challenges do you see associated with the
use of RFID in this particular program?