Receipt-Level Data Keeps Brands From Flying Blind, Says Chipotle’s Loyalty Chief

It’s not enough to know that a customer spent $15.75 at the Chipotle on Washington Street in Boston, to engage that customer and remain relevant, Chipotle wants to know that it was a chicken al pastor burrito with white rice, black beans and a side of sour cream – so that the very next order prompts an offer and reward related to that preference, Jason Scoggins, senior director of loyalty and CRM at Chipotle, tells PYMNTS.