One of the UK’s leading pub chains and ale specialist, Nicholson’s pubs, has partnered with digital consumer engagement specialist, Eagle Eye Solutions, to launch an application with an in-built digital stamp card.
Nicholson’s currently has a cask ale club, known as the ‘Hop Circle’, where members can receive cask ale news and offers. Nicholson’s also provides its guests with a paper based loyalty stamp card that encourages them to try ales at the various different Nicholson’s pubs and take part in its unique ‘Ale Trail’.
The paper based scheme will now be replaced with the new Hop Circle app, specifically developed to give Nicholson’s greater insight and information about its guests – including their preferences, their purchasing behaviour, and the rewards that make them tick.
Once a guest has downloaded the application they are instantly rewarded and are assigned a unique ID which will enable them to be tracked for data insight purposes. Every time a guest uses the app, they will receive various discounts and loyalty stamps as well as other great offers .
The app also includes push-notifications which allows Nicholson’s to have direct communication with the user to increase engagement with both the app and the brand. For example, using customer profiling to remind guests who have one stamp left to fill on their Ale Trail or re-engage with guests who have completed a Trail but not redeemed their reward.
In addition to the in-built loyalty stamp card, the Hop Circle app also supports a pub locator and gives a mechanism to allow guests to give feedback too.
Phillip Blundell, CEO of Eagle Eye Solutions, said: “People predominantly associate loyalty programmes with coffee-chains, however, loyalty schemes are equally important for the hospitality sector. Nicholson’s new app will enhance their relationship with their customers, whilst driving footfall to their various individual pubs.
“The previous paper based system did not provide them with this level of tangible data insights that could be applied to key business decisions. Knowing the preferences of your customers is critical to staying ahead in this increasingly competitive market.”
Giles Codd from Nicholson’s said: “The evolution of the partnership with Eagle Eye Solutions brings great benefit to Nicholson’s. Loyalty is key in the hospitality market and we want to ensure that we are using the very latest technologies to maintain and build a greater understanding of our customer base, and what appeals to them.”
The Hop Circle app was set to go live at the launch of Nicholson’s Autumn Beer Festival on 31 October 2014.