The addition of a loyalty program by DoorDash could help independent and small restaurant chains boost customer engagement, as many large chains already have loyalty programs.
DoorDash has introduced a loyalty program option to its commerce platform as part of a series of recent upgrades. Merchants can choose between a visit-based or spend-based rewards structure, and customers can accrue points if they order off of a restaurant’s website, app, DoorDash marketplace or in-store.
The addition of a loyalty program closes a product gap between DoorDash and its smaller competitors. Uber Eats and Grubhub have offered the ability for merchants to create loyalty programs using their apps for years.
The addition of a loyalty program could help independent and small restaurant chains boost customer engagement, as many large chains already have loyalty programs.
DoorDash’s feature doesn’t require any point-of-sales integration and can replace a restaurant’s existing program. This also puts DoorDash in more direct competition with restaurant loyalty providers.
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Additional updates to DoorDash’s commerce platform include access to a free website built and maintained by DoorDash, built-in CRM tools to send out personalised email and SMS campaigns and an all-in-one dashboard to monitor marketplace and direct orders, loyalty programs and marketing tools.
The company will likely roll out additional tools for merchants in the near future. DoorDash also rolled out new plans for the Commerce Platform, with tiers for merchants to choose from.
The plans include:
- Starter ($0 per store/month): A free branded website and commission-free online ordering (but 2.9% + $0.30 payment processing fee applies).
- Boost ($54 per store/month): Includes everything in Starter, plus automated emails.
- Pro ($249 per store/month): Includes everything in Boost, plus a branded mobile app, customisable marketing tools, and a cross-channel loyalty program.
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