Thanx and Klaviyo Team Up to Deliver Targeted Restaurant Rewards
Thanx has launched an integration with Klaviyo, allowing restaurant brands to manage reward offerings directly through their marketing platforms. This feature aims to provide targeted and trackable rewards without the issues associated with traditional promo codes.
This development is crucial for franchise investors as it illustrates a shift towards more efficient guest engagement strategies in the restaurant sector, potentially increasing customer loyalty and operational control.
Thanx, a prominent loyalty and guest engagement platform for restaurants, has announced the launch of Thanx Offer Management for Partners, allowing technology platforms to issue Thanx rewards directly through their systems. The integration begins with Klaviyo, an autonomous customer relationship management (CRM) platform focused on B2C relationships. This collaboration enables restaurant brands to reward guests regardless of the interaction platform while leveraging the precise targeting and data control that traditional promo codes lack.
The new feature addresses a longstanding challenge for restaurant marketers: the trade-off between reach provided by promo codes and their associated drawbacks, such as uncontrolled sharing on coupon sites and unknown customer identities. Thanx rewards, in contrast, are tied to known customers within the Thanx CRM and can be precisely tailored by customer segment, location, time, and channel. This capability offers marketing teams increased control and responsiveness without the need for approval from operations or finance teams.
Zach Goldstein, Founder and CEO of Thanx, emphasized the uniqueness of each restaurant and its technological ecosystem. The integration with Klaviyo allows brands to issue rewards seamlessly within their Klaviyo campaigns, benefiting both loyalty and non-loyalty members simultaneously. Mike Eng, General Manager of Restaurants at Klaviyo, noted that the partnership represents a significant investment in the restaurant sector, aimed at providing a cohesive and adaptable engagement framework.
Gastromarketing executive Kristen Corral, co-founder of Tacotarian, highlighted the advantages of the integration by asserting that it enables targeted and measurable rewards while enhancing the coordination of their marketing efforts. As of now, initial customers are already leveraging the Thanx Rewards feature through Klaviyo, which signifies the beginning of an expanding ecosystem that builds on the Thanx platform. Additionally, Ovation, a reputation management solution within the restaurant industry, has also committed to completing a similar integration, further extending the reach of Thanx rewards in effectively engaging restaurant patrons.