The country’s leading loyalty program, ZAP Philippines, teamed up with KFC Guam to provide end-to-end support to develop customer loyalty program. The partnership marks the company’s first deal in Guam.
“Landing a deal with KFC in Guam is a testament to how our closed loop model has been able to make an impact in the businesses of our over 800 local partner merchants. We aim to help KFC in making more data-driven decisions in creating campaigns for their consumers.consumers,” says Dustin Cheng, chief executive and co-founder of ZAP.
KFC is the biggest fast food chain in Guam with a reach of over 180,000 residents on the island. KFC Guam marketing director Edgar Caper says investing in a customer loyalty program will enable KFC to get insights from diners’ behavior, including average transaction value, frequency of purchase and time of transaction.
“ZAP’s technology brings the ease and relevance both to operations and to the consumers. On the marketing side, the technology is distinct to [ZAP] and highly convenient to manage the database and trigger the consumer with messages of the brand,” Caper says.
With ZAP as the partner of KFC Guam, the quick-service restaurant will be able to benefit from the closed loop model offered by the leading loyalty program in the Philippines.
ZAP introduced the closed loop model in 2013 where merchants have full control of their loyalty programs as they don’t share points with others.
With this set-up, brands are able to enhance the consumer experience by improving marketing and operations resulting in enhanced brand-consumer relationship.