Wagamama hires BT unit to boost loyalty strategy

wagamamaWagamama is embarking on a major customer loyalty push with plans to build a 360-degree view of customer activity across restaurant, mobile app and take-out service channels.
The move coincides with the launch of an extensive UK-wide expansion drive, with the Japanese restaurant chain planning to open 45 new sites in the next three years. The first Wagamama opened in 1992 in Bloomsbury, London, and the frim currently operates 150 sites in 15 countries worldwide.
BT Expedite, the retail arm of BT, will implement a single customer view (SCV) with more than a dozen key integration points. The division already works for many of the top UK retail brands, including WH Smith, Primark, the Co-op, Halfords and Mothercare.
According to Wagamama’s head of digital and loyalty Andre Johnstone, the BT Expedite CRM team has brought a level of confidence and calm to the project, as the firm works across many partners to deliver its customer engagement solution. “They have brought new ideas that have contributed to our already ambitious plans,” he added.
BT Expedite’s SCV will be integrated with key third-party solutions for electronic point of sale, Take-out App, Pay at Table App, customer feedback system, website, email service provider and wi-fi data.
Kathy Quashie, chief executive of BT Expedite, said: “Working through the programme design, integration, and customer engagement strategy is core to our skillset, and we are delighted to have been chosen.”

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