The migration of customer loyalty to the mobile space continues to be a strong theme going deeper into 2017. Brands that had once settled for informational marketing apps have now begun to understand that in order to win customer engagement, their mobile presence must be increasingly functional as well. One of these brands is California Pizza Kitchen (CPK), who this week unveiled the suite of upgrades coming to its CPK Pizza Dough Rewards App.
 
In a race to pack features into apps, some brands run the risk of overcomplicating the customer experience, potentially causing customers to disengage with the program (and sometimes, the brand as a whole) simply due to the hassle of using it. To combat this, CPK took measures to ensure a simple, seamless UX for those that engage with the app.
 
“Our guests are looking for an elevated dining experience that offers flexibility to meet their needs, whether enjoying the full dine-in experience, a quick, efficient visit on their time-challenged days or an excellent takeout experience on the go,” said Ashley Ceraolo, California Pizza Kitchen’s senior vice president of marketing and beverage. “Our new app enhances all three, seamlessly integrated with our loyalty rewards program.”
 
Powered by Paytronix, the app now allows customers to not only order through mobile but pay as well, joining a growing trend of baking (no pun intended) payment directly into mobile capability.
 
“Our enhanced CPK Pizza Dough Rewards app represents a best-in-class partnered approach between our loyalty provider, Paytronix, and CPK IT and Marketing, working hand-in-hand to develop an omnichannel experience that delivers on our guests’ core needs, from the palm of their hand to point-of-sale,” said Andy Mai, chief information officer at California Pizza Kitchen. “This integration between loyalty, tech, and marketing also offers us the nimbleness and flexibility to introduce additional functionality that enhances the guest experience in the future.”
 
Above simply being a must-have for many restaurant brands, a mobile app needs to give consumers an additional reason to engage with the brand. Through continued support and improvement of the Pizza Dough app, CPK has demonstrated that its commitment to engaging customers is agile enough to adapt to changing expectations and the gradual movement forward of the customer loyalty industry as a whole.

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