Nando's Takes Loyalty Scheme Online to Better Target Consumer Expectations

Popular Portuguese restaurant chain Nando's is heading into new waters by taking its loyalty scheme online in an effort to hone in on new data-driven marketing opportunities that will help it better target customers.

The brand's loyalty program was overhauled following market research which found that customers kept losing their paper cards and also wanted more reward options.

Nando's traditional paper-based loyalty scheme will be replaced with a card, which diners can swipe in-store as of today, while people have until 30 June 2014 to use their existing rewards on the old paper card that is being phased out.

Customers can now collect chilli credits for every £7 they spend, with a minimum of three needed to redeem a reward. The card links to Nando's mobile app, which has also been overhauled to coincide with the loyalty scheme relaunch. Users can go online to check on their 'Chilli Balance', as well as access the brand's menu, order notepad and restaurant finder.

Meanwhile, the consumer data gathered will be used to send tailored content to customers and expand the types of rewards on offer. Nando's loyalty card is also positioned to steer the brand's marketing activities into new areas.

Additionally, an online portal complementing PR, social media and in-store marketing will be launching in the next few weeks to promote the "widest" range of rewards Nando's has ever offered.

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