Technology/Services

Punchh Activates Machine Learning

PAR Technology enables greater personalization
convenience store loyalty
Photograph: Shutterstock

NEW HARTFORD, N.Y. — ParTech (PAR) and its Punchh loyalty software are expanding capabilities with three machine learning (ML) features that will enable convenience-store operators to better personalize loyalty offerings.

By using ML—the use and development of computer systems that learn and adapt using algorithms and statistical models to analyze and draw inferences from patterns—all existing and new Punchh customers will be able to utilize inferred sentiment of customers through feedback left in app reviews, access auto-generated segments derived from customer loyalty behavior patterns and increase customer engagement with marketing communications.

“We’re very proud of the work that our Punchh team has done to launch these new features,” said PAR CEO, Savneet Singh. “They are all unique in the current marketplace, and no other loyalty program in the industry offers ML features as robust and analytical as Punchh. At PAR, we always strive to maintain our leadership position in the industry aimed at improving and innovating our clients' experiences with their customers. These types of innovations are a prime example of us doing just that.”

Feedback Sentiment is the first of the three new features. Within the feedback module of the Punchh platform, this feature provides insight into customer feedback by applying natural language processing (NLP) analysis to app reviews. The overall goal is to provide business users with an accurate sentiment toward its brand based on feedback from customers and specific consumer experiences such as customer service, food quality, ambiance, wait time and app experience.

Smart Segments is a feature within the segment builder module of the Punchh platform that provides templated segments based on pre-defined categories of customer loyalty behavior, measured through industry-specific combinations of visit recency, visit frequency, monetary spend and more. The goal of this feature is to provide pre-generated segments that are immediately relevant to best-practice marketing strategies used in c-stores to reduce the overhead of manually defined customer segmentation.

Send Time Optimization is the third new ML feature now offered through Punchh. In typical marketing automation tools, brands must schedule a specific time for most marketing messaging to be broadcasted out to the targeted user base. Campaign Send Time Optimization helps marketers increase customer engagement with email and push notifications by personalizing the send time of the message through automated analysis of past interaction data.

PAR Technology, based in New Hartford, N.Y., is a back-office, point-of-sale (POS) and mobile loyalty provider for the convenience-store and restaurant industries.

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