Mobile apps to improve customer loyalty for UK's largest pub retailer
Greene King approached ORM to create a suite of mobile apps for seven of its pub and dining brands. The aim of the apps was to increase uptake of its customer loyalty scheme by delivering personalised offers.
By combining strategy and UX we designed a digital template that could be used across the different brands. The total ROI increase of Greene King’s investment to a truly omni-channel, data-driven marketing strategy equalled 211% in the first year from launch.
using personalised offers
spend per transaction
Greene King is the UK’s largest pub retailer and brewer, with headquarters in Suffolk. It owns more than 300 pubs, restaurants and hotels throughout the country including Chef & Brewer, Hungry Horse, Loch Fyne and Wacky Warehouse.
Greene King approached us to create a suite of mobile apps for 7 of its dining brands, including Fayre & Square and Flaming Grill. The aim of the app was threefold; to increase the uptake of its nationwide customer loyalty scheme, to deliver personalised offers to its customers, as well as to cement the Greene King brand as a digital leader.
Using our expertise in discovery, design and user experience we created a digital template that included core functions such as Offers, Loyalty Points, Find a Pub, Book a Table and Menus, that each pub/restaurant could brand as their own. Using the latest beacon technology and data integration techniques we created an app that could also offer its customers deals based on their location and proximity to a participating pub/restaurant.
- Greene King reported a massive uptake in engagement with its targeted brands
- One brand saw a 36% increase in meals sold in the pubs which received the personalised offers against control test pubs
- The same brand saw 31% increase in spend per transaction
- Total ROI increase of Greene King’s investment to a truly omni-channel, data-driven marketing strategy equalled 211% in the first year
We’re extremely proud of our reward app. It takes the technology one step further than traditional loyalty apps, by using the data collected from guests dining with us and applying it to personalised promotions.
— Kenny Skelton, Former Digital, Insight and Brand Director at Greene King