Friska Fast Foods’ Behaviour-Oriented Loyalty App
British healthy fast-food restaurant chain Friska has launched a free loyalty-focused app that uses behaviour-determining technology to connect with customers with amplified relevancy.
The app has a simple three-step process: sign up, collect loyalty stamps and receive personalised offers, appealing to information-overloaded consumers seeking to strip back the excess – including being bombarded with generic marketing information. For more on catering to this need, see The Streamlined Sell, part of our Roaming Retail Industry Trend.
To create the personalised offers, the app feeds directly into Friska's database to formulate algorithms based on customers' buying patterns, generating only the most relevant offers. These are sent as digital vouchers, which can be viewed in-app. Loyalty points for purchased products are also stashed within the same system. British software developers Protogenos designed the app, with the integration into Friska's database provided by UK group EPOSability, which specialises in providing point-of-sale systems for the hospitality sector.
Consumers were incentivised to get the app with a pre-loaded 'free lunch' voucher, with further incentives for regular customers including a 'Click and Collect' option that will launch in tandem with the restaurant's autumn menu. Customers will be able to order breakfast, lunch or even coffee from their smartphones at their desks or en route to the café in order to beat queues.
More than 4,000 people downloaded the app in the first month of the initiative (June 2015), with daily usage figures increasing week on week. One of the brand's three stores recorded a scan rate of more than 40% of eligible transactions via the app, affirming the growing consumer appetite for digitised loyalty concepts. For more on customer loyalty, see Redefining Consumer Loyalty for Digital Natives, Consumer Loyalty, Rethinking the Rewards System and Reactive Retailing.
For more on integrated loyalty systems and developments within the retail transactions sector, see Social + Loyalty: Layer Up to Add Depth in Start-Pause-Go: Retail in Hyper-Flow, Miss Sixty x Powa Tag, Tap-to-Pay, New Transactions Technology and Rosé Time: Tap App to Transact. See also Barclay's Trials Payment Gloves, Wirecard: Payment Wristband and Digital Payments Upgrade.