Everyone knows that Apps! are serious business. Instagram acquired for $1 billion, over billions of apps on iPhone and Android, to a large degree windows phone and blackberry failing due to lacks of apps! There is Facebook App, LinkedIn App, BBC News App, NDTV App, Hotel Booking Apps, Amazon Apps – many many apps! Most of the apps however are of 1 category – taking interaction from the user from the computer to their mobile device – which makes sense as it keeps the user engaged all the time.
Till now, I have not seen many real consumer based companies moving to Apps to keep the user engaged and also gather useful analytics for themselves. This attempt by a Gourmet Burger Kitchen in the UK seems like a clever entry point.
Loyalty Cards have been around for a long long time. They give the user an incentive to come back, generate more revenue for the service provider and many times the user introduces other users to the brand as well. All this has been fairly well understood. Till now – loyalty cards existed like cards and not Apps!
By introducing the GBK App as a loyalty card – GBK gets so much more information and in turn helps grow the business.
- User Analytics – App helps you measure number of repeat visits (per week, per month, per year)
- Customer Retention – If the user starts using the app but does not come back then surely you can give them some special coupon to get the repeat business!
- Location – When you are in the restaurant business, one of the most important things for you is Location! Through this app though you get to know exactly how many people and which people frequent which areas for GBK.
- Paperless and Convenience – We all want to be green! And no one wants to look for bits of paper when you can have it in your smartphone.
- Customer Categorisation – As the user needs to use to app before ordering to get the discount – you know their usual order size and margins – better of all you know the customer details. You can focus on the most profitable customers!
I believe this is just the start of the move of loyalty cards – maybe one day the term itself will change to Loyalty App!