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Subway launches mobile loyalty scheme
02.06.2010
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Marketing
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Subway has today launched a new loyalty scheme that allows customers at the chain’s 1400 stores in Ireland and the UK to collect points and redeem free products using a 2D barcode downloaded to their mobile phone.
The Subcard scheme, which also allows customers to track their balance and transaction history, can be accessed by most mobile phone users across the UK and Ireland through a Java application. Customers who download the iPhone app, which is also available, have the added benefit of a GPS function that will locate their nearestSubway store. Alternatively, there is also a traditional loyalty card that is available instead of the mobile app.
Once registered, users will be targeted with regular offers via email and text to help maintain and develop a dialogue with Subway stores.
“Subcard provides us with a fantastic opportunity to develop a more personalised relationship with our customers, allowing us to reward them with the most relevant and motivating offers,” said Alex Cacouris, head of marketing for the Subway chain.
“It will also give us a highly developed understanding of our most valuable customers that will feed into our broader marketing strategy.”
Categories:
Marketing
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