Wagamama planning new loyalty and CRM strategy

Restaurant chain Wagamama is the latest retailer to invest in technology that it hopes will provide the organisation with a single view of its customers who are increasingly interacting with the business via multiple channels.

The company has teamed up with BT Expedite to integrate the vendor's Single Customer View (SCV) solution across its electronic point of sale terminals, Take-out App, Pay-at-Table App, customer feedback system, website, email service provider and Wi-Fi data.

Wagamama's relationship with BT Expedite is a new one, and the business is looking for the SCV to be integrated with its existing tech partners. In a separate arrangement, the pan-Asian restaurant will be making use of BT Expedite's customer relationship management (CRM) and loyalty offering.

Richard Tallboy, CIO of Wagamama, said: "BT Expedite came recommended to us, and we were impressed with their grasp of our business goals and their years of experience in implementing SCV, CRM and loyalty solutions with a strong track record."

The Wagamama-BT deal marks a step change in the restaurant business's approach to customer engagement, and it is hoped the new arrangement will improve understanding of customer behaviour and provide an underlying infrastructure to a host of new marketing and new business development strategies in the coming months.

Andre Johnstone, head of digital and loyalty at the restaurant chain, added: "The BT Expedite CRM team has brought a level of confidence and calm to this project, as we work across many partners to deliver our customer engagement solution. They have brought new ideas that have contributed to our already ambitious plans."

The wider Wagamama business has international growth in its sights, too, with senior management looking to add to the 35 – mainly franchised restaurants – in operation outside the UK. It has been mooted for some time that the company is planning to rapidly increase its outlets in the US, where it currently has a limited presence.

Experienced retail executive and former Asda CEO Allan Leighton joined the company as non-executive chairman, last summer, with the business looking to step up this international expansion strategy.

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BT Expedite