Subway: payment, loyalty and vouchering all in one card

Having written today about loyalty cards and vouchers, this article in eWeek investigates how Subway, the sandwich chain with 26,000 outlets, has integrated payments, loyalty and CRM programs on to one card.

eWeek reports on Subway's moves to integrate the major planks of customer development into a single card.

Most impressive is the link to the backend, point-of-sale and vouchering systems.

"We have rolled out the single largest integrated cash card program in the world. We have almost 20,000 stores on this program, and our program is integrated into our POS software," O'Rourke said. "It's a very sophisticated CRM program. It has the ability to target consumer behavior and reward and entice that behavior. It can look at cardholders in a geographic area. We can drill down to the store level. We want to understand if we can change behavior by offering, let's say, a free cookie."

The article's well worth a read.

Ian Jindal Source: eWeek online article here.

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