Greggs has launched a ‘Greggs Rewards’ mobile payment app designed to reward its customers for their loyalty whilst making shopping across its 1,700 shops more convenient, quicker and easier.
The new rewards app, which went live nationally this week, is claimed to be the first entirely digital loyalty scheme launched by a UK food-on-the go retailer that eliminates the need for customers to carry a separate loyalty card or their wallet when they shop.
By registering for a Greggs Rewards account via the app or online at www.greggs.co.uk, customers can top up their accounts with any amount from £5-£50 using their debit/credit card or with the added safety and simplicity of PayPal, allowing them to pay securely in-store with their smartphone.
Greggs Rewards will not only allow customers to pay swiftly for their purchases, but also reward them with exclusive treats and rewards built in to the app.
These offers include a free Greggs’ breakfast when opening an account with at least £20, hot drink incentives (eg buy seven coffees get your next free), a birthday treat and a monthly prize draw for the chance to win an i-Pad when shopping using Greggs Rewards. PayPal is also giving the first 10,000 Greggs’ customers a free £5 bonus credit to spend when they sign up and register for auto-top up with PayPal.
Greggs Rewards has been developed using the Eagle Eye digital transaction network which enables retailers, in real time to connect with potential and existing customers, to deliver relevant offers, rewards and services that can be redeemed securely through any point of sale. The digital solution removes the need for paper vouchers or plastics cards, making for a seamless shopping experience that eliminates fraud.
Roger Whiteside, Greggs chief executive, said: “We are really excited to announce the launch of Greggs Rewards across the UK. We’ve spent a lot of time talking to and listening to our customers and have found through extensive consumer testing in the run up to the launch, that a simple but rewarding scheme is something that they want to fit with their on-the-go lifestyles.
“Customers can quickly pay for their favourite food and drinks via their smartphone, to be rewarded with exclusive, personalised offers and free tasty treats which we will continue to introduce and develop throughout the forthcoming months. We hope the app makes life a little easier whilst more rewarding for our customers.”
Andy Hinder, CEO of integrated agency STEEL London, who helped Greggs develop the concept, said: “Today’s brands live in an audience-centric world where customers demand personalised and useful loyalty schemes that match their lifestyle and shopping habits. STEEL London is delighted to have worked with Greggs to create such an innovative concept at the forefront of loyalty in the food-on-the-go market.”
Rob Harper, Head of Retail Services at PayPal UK, said: “This exciting collaboration with Greggs is another step on the journey towards a wallet-less high street, where customers will be able to leave their wallet or purse at home and pay using their smartphone or tablet. We predict that by 2016 you won’t need your wallet to pay on the UK high street – your smartphone will be enough – this is a great example of what we mean.”
Steve Rothwell, CEO, Eagle Eye Solutions, said: “The innovative Greggs Rewards app is at the forefront of digital customer engagement. It provides one identity for each customer supporting payment, loyalty and promotions in a single transaction at the point of sale. It will allow Greggs to completely engage with their customers and enrich their customer experience by understanding individual shopper behaviour.”