All Bar One has launched a new loyalty app, offering guests rewards, exclusive offers and an opportunity to build their wine and cocktail knowledge.
The city bar brand, owned and operated by Mitchells & Butlers (M&B), has developed a digital loyalty platform aimed at driving footfall and encouraging greater brand loyalty.
Focusing on the female-friendly ethos behind All Bar One, the multi-faced app provides users with a digital ‘stamp card’ that rewards consumers with exclusive tailored treats and offers. As well as giving consumers added value through engaging and shareable content, such as access to the exclusive Cocktail Society cocktail of the month, latest cocktail recipes and tips, and a wine library to help guests find the perfect match.
Developed alongside leading SaaS technology provider Eagle Eye, the app assigns each user a unique code that enables All Bar One to track their preferences and reward them with personalised offers on drinks and food.
The partnership reflects a growing trend within the hospitality sector of adopting digital consumer engagement technology to interact with and reward customers in new and innovative ways.
The app also allows users to reserve tables at their chosen location at the touch of the button, as well as linking directly to the ‘e-gift’ website where consumers can quickly and easily purchase digital vouchers for that last minute gift. It will also notify users about stored offers that haven’t yet been redeemed as they head for the bar.
Phillip Blundell, CEO at Eagle Eye, said: “The need to understand consumers and their behaviour is vital for those wanting to reward customers and drive loyalty and footfall. This partnership will enable All Bar One to do exactly that.
The real time data provision of the Eagle Eye software allows M&B to analyse the purchasing habits of consumers and better appreciate their preferences. This in turn means they can target them with timely and relevant offers and promotions to drive footfall back into the bars and increase revenue.”
The app, available for both iOS and Android devices, will also be compatible with beacon technology which will be rolled out across All Bar One locations in the coming months. This will allow the brand to engage consumers when they are passing by or entering the bar, with relevant offers.
Michael Duffy, marketing manager, All Bar One, said: “Launching the All Bar One app is one part of our continued focus on developing our digital loyalty offering. We know more about our customers than ever before and the Eagle Eye app technology enables us to continue to build our knowledge, reward our guests every time they visit and ensure we are creating offers that are even more relevant and engaging.”
Eagle Eye AIR is a pioneering multi-patented transaction software platform, supporting real-time, multi-channel digital offers, payments and rewards. Eagle Eye help retailers and brands to reduce costs improve their customer offer and accelerate their innovation.