Subway, Quiznos Battle For #CustomerLoyalty #Lmktg
Both Subway and Quinzos have launched loyalty coalition programs in an attempt to differentiate themselves by means other than price. Direct Marketing News recently compared the 2 loyalty schemes and here is what they found:
Quiznos has the Q-Club, which gives customers regular promotional offers. It is easy to sign up for online and easy to use. Once a consumer signs up, they instantly receive an email coupon. The problem is that it doesn’t have clear incentives. Consumers do not know what they will get in exchange for a specific purchase.
Subway on the other hand, has a comprehensive program, "big ‘L’ loyalty." It’s not as easy to sign up for but consumers know how to earn points. The perceived value is clear. The downside to the Subway program is that customers have to purchase refillable cards to get points for their purchases.
Subway has close to 50,000 Twitter followers and about 4.5 million Facebook fans, compared with Quiznos’ 8,500 Twitter followers and 212,000-plus Facebook fans. Subway’s also got a strong social media strategy and posts strategic content such as deals on sandwiches and the health information of menu items. "Their message is consistent, and they are using their social media pages mostly as a promotional vehicle which is good," says McGilvray.
So who wins?
Subway. According to Direct Marketing News “Quiznos loses points for its unfocused brand messaging, unclear loyalty program, lack of a social media strategy and an email effort that has room for improvement. Subway’s strong branding, sophisticated social media execution and straightforward rewards program make it the clear champion.”
Do you agree?
Find out from Subway’s Head of Marketing, Manaaz Akhtar how to develop customer insight through social CRM and community building at the 9th annual Loyalty World in London this November.
