Loyalty sign-ups were friction-heavy. The database was dramatically under-penetrated.
The brand’s loyalty program was running, but sign-up rates were far below potential. Guests had to opt in through a separate flow — downloading an app, visiting a website, or scanning a QR code after their transaction was complete. The friction meant most guests who would have joined simply didn’t, and the loyalty database captured only a fraction of the available guest base.
This created a compounding problem. Because the loyalty database was under-penetrated, CLV attribution was incomplete. The marketing team couldn’t effectively target, because they couldn’t identify enough guests. Every loyalty campaign was being diluted across a smaller enrolled base than the brand’s actual guest footprint warranted.
The insight: Friction in signup flows was causing a dramatically under-penetrated database. The fix wasn’t a new loyalty platform — it was baking acquisition into the checkout flow itself. Leverage the Qu POS to insert a sign-up offer at the moment of transaction.
POS-embedded sign-up prompts. A/B tested across a 10-location franchisee pilot.
Rower designed and ran a controlled pilot with a multi-unit franchisee group across a minimum of 10 locations. Three workstreams ran simultaneously:
Prompt design and A/B testing: Rower designed and tested 3–5 POS sign-up prompt variations, optimizing for enrollment conversion while maintaining transaction speed. Each prompt was measured against two success metrics: enrollment rate lift versus the pre-pilot baseline, and average service time impact confirmed under 5 seconds per transaction.
Bikky data integration: Every new loyalty sign-up was routed into Bikky with a complete profile — contact information, sign-up source, and first transaction details — within 24 hours of enrollment, enabling immediate segmentation and campaign targeting rather than a days-long data lag.
Scalability assessment: Rower documented operational requirements, training needs, and franchisee feedback to build the evidence base for a system-wide rollout mandate across all 275+ locations.
The cheapest growth engine — activated at the point of transaction.
- 5–10% enrollment rate improvement achieved versus pre-pilot baseline — validated across 10 locations with statistically meaningful results
- Service time impact confirmed under 5 seconds per transaction — removing the primary operational objection to system-wide rollout
- 100% of new sign-ups routed to Bikky with complete profiles within 24 hours — enabling immediate segmentation and eliminating the data lag that had previously delayed activation
- Pilot franchisee endorsement secured for broader rollout — providing the operational proof point needed for a corporate mandate
- $10–20M in enrollment lift projected from 5–10% improvement in loyalty capture rate applied system-wide
Bikky reference architecture: Sources (POS, Olo, Thanx, Delivery, Payment Processor, Web/App Analytics, Campaign Results) → Ingestion & Prep (Batch/Streaming Ingest, Schema Mapping & QA, PII Vault) → Identity & Model (Identity Graph across email/phone/cookie/device/card token, Household/Entity Linkage, Feature Engineering: RFM, LTV, visit frequency, churn risk) → Customer 360 & Audience (Events & Orders, Customer 360, Attribution Tables, Audience Builder) → Activate (Destinations: Thanx/ESP/SMS/Ads · BI/Export: Looker/Mode/Snowflake).
Thanx + Bikky integrated view: Edge UX (Guest App/Web, Kiosk/QR) + Commerce (Online Ordering via Olo, POS via Qu/NCR, Payments) feed into Bikky (Ingest & ID Graph → Customer 360 & LTV → Audience Builder) alongside Loyalty (Thanx SDK/API → Rewards & Offers Engine), activating across Channels (Programmatic, SMS, POS, Email, Apps, Websites). CDP and loyalty execution connected for the first time — driving frequency and ticket size.
Priority path: loyal guest spend (cheapest growth engine) → POS sign-up automation (multiplier on #1) → smarter LTOs (efficiency and growth) → AI segmentation (foundation for high-value targeting). Order matters.
KR4 (Loyalty Multiplier, 45 days): Franchisee pilot partner recruitment, 3–5 POS prompt A/B tests, enrollment rate measurement vs. baseline, <5-second service time validation, 100% signups to Bikky with complete profiles within 24 hours, scalability documentation for system-wide rollout.
