A look at how Chipotle’s loyalty relaunch could affect customer behavior

By Bryan Wassel  
Text below includes excerpts from an article originally published by CX Dive . For the full story, click here.

Chipotle relaunched its loyalty program last week, aiming to offer more rewards more often, while enhancing existing benefits.  

Value is a top draw  for customers to join a loyalty program. Chipotle’s value-focused relaunch could help the company drive in-restaurant traffic, win over less frequent customers and make the app more accessible to a wider customer base.  

Making loyalty point acquisition , totals and redemption options readily visible is important no matter the industry. 

Customers always want easy access to their points total, according to Dan Woods, SVP and global market leader for retail and e-commerce at Alorica. They recognize that loyalty points are part of a transaction, and they want to see the benefits. 

People look at rewards as a return on their investment, their spend,” Woods told CX Dive. “So if they’re unorganized, obviously that’s subtractive to customer loyalty. I see that across all the verticals that we support.”