Star Pubs has announced plans to build upon its recent trials of a new loyalty card, investing £180,000 on rolling out the scheme to cover nearly 200 more venues.
Sites piloting the ‘Pub Perks’ cards, which give users redeemable points on their purchases of food, drinks and snacks, found that 85% of cards were used multiple times a week with no drop-off in regularity over the six-month long trial.
In addition, trials where users were given bonus points during certain hours of the day increased dwell time and spend, and 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.
Buoyed by this positive response, Star now plans to extend the loyalty scheme to customers across its 190 Just Add Talent community and premium pubs.
Developed in conjunction with Zonal, the cards work on JAT pubs’ existing till systems, and are said to be to be one of the most user-friendly loyalty cards in the industry.
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 1000 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.
“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,” explained Olver.
“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 stressed that the loyalty scheme was a win-win for everyone involved: “Pub Perks has had a tremendous response from customers and JAT operators alike. The card has proved a great way to thank regulars for their loyalty and give them that extra bit of value that many are looking for in the current economic climate.
“Importantly, it also reinforces a sense of connection, belonging and being part of a community that is central to any good local,” she said. “Operators love having more support to help them build a good following of regular customers and demonstrate appreciation of their custom.”
