The aim of the card is to help customers deal with the ongoing challenges presented by the cost-of-living crisis.
Following a successful trial, pilot sites saw repeated and sustained use of the Pub Perks cards, which give users points on their purchases of food, drinks and snacks.
Increased dwell time
It found that 85% of cards were used multiple times a week with no drop-off in regularity over the six-month trial. In trials where users were given bonus points during certain hours of the day it increased dwell time and spend. In addition, six out of 10 card holders signed up to email marketing about the pub.
The loyalty scheme received a Net Promoter Score of +72 from JAT operators who took part in the trial. The cards have been developed in conjunction with Zonal, meaning the cards work on JAT pubs’ existing till systems.
The card sees users receive points on all products they buy at the pub, including food for functions, regardless of the day or time. Once they have collected 1,000 points, they can claim £1 off their next purchase.
Star Pubs retail director Cathy Olver said: “We know from talking to our customers that they favour loyalty cards with a straightforward mechanic and the facility to redeem their points promptly.”
Simplicity
She added: “Pub Perks’ simplicity is key to its popularity; there are no limitations on when cards can be used, complicated Ts&Cs or further steps required to redeem points, such as downloading vouchers. The ability to build up an in-depth understanding of our customers and their spending habits is another major benefit of Pub Perks. We will be using this to develop tailored offers and targeted promotions for our customers.”
Olver said that the cards also helped to reinforce a sense of connection, belonging and being part of a community that is central to any good local.
“Operators love having more support to help them build a good following of regular customers and demonstrate appreciation of their custom,” she added.
