It’s not something that you would usually associate with Greggs The Pasty Champion but they have now entered the Digital world and starting to create an omni-channel customer journey that has the potential to change the high street and take on Starbucks at their own game.
This week Greggs updated it’s new ‘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 rewards app is 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 http://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 (e.g. buy 7 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. Furthermore, 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.
Greggs have built a great machine with IT and payment partners the challenge exists whether they have also built the internal capability to learn how to follow the customer and add value in a segmented and targeted way.