Mitchells & Butlers (M&B), leading pub and restaurant group, is celebrating after winning a Bronze award for Best Loyalty and Relationship Campaign at the IPM Awards for their ‘Green Card’ loyalty app.
As part of the their marketing strategy, M&B introduced a customer engagement programme through a mobile application to reward its customers for their loyalty, whilst enhancing their pub-experience.
To satisfy and exceed the expectations of their customer base, M&B enlisted the help of Eagle Eye Solutions, who specialise in the validation and redemption of real-time digital promotions, to deliver a digital stamp card through the new ‘Green Card’ mobile application.
The app, available to both IPhone and Android users, offers sports fans discounts and offers on selected food and drinks during major televised football matches. It also contains additional features such fixtures lists, live results and a ‘Find your Local’ map.
Once the app has been downloaded and the user has registered they are assigned a unique ID. M&B is then able to capture valuable customer data that can be used to segment and build detailed profiles. Using this data M&B can send out personalised emails and push notifications.
Chris Hopkins, Commercial and Marketing Director at M&B, said, ‘The Green Card app has provided us with a wealth of consumer data that we did not have before. It has enabled us to know our consumers better than ever, enabling us to ensure that as a brand we are relevant and our offers are timely.”