Subway launches mobile device loyalty scheme
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Subway, the fast food restaurant chain, is launching a mobile loyalty scheme
The Subcard will allow customers at its 1,400 stories across the UK and Ireland to collect loyalty points and redeem free products via a 2D barcode on their mobile device.
Cardholders can also track their Subcard account online.
It follows a trial of a physical loyalty card in Ireland.
Alex Cacouris, Subway head of marketing, says: “It takes the scheme from a discount card to a loyalty programme. It lets Subway build a marketing plan for individuals, build one to one engagement and drive frequency.”
He adds that the programme will help Subway learn the needs and wants of its customers and help inform its ideas and product development.
The mobile loyalty scheme uses Java technology, which means it is accessible by 70% of mobile users. Subway is also launching an iPhone app, which uses geo-location technology to find the nearest Subway outlet.
Subway claims the scheme, developed by Transactor Technologies, is the first fast food chain in the world to use 2D barcode technology.
The launch is being supported with in-store marketing created by experiential agency Momentum and a PR campaign by McKenna Townsend.
YouGov Insight:
· 55% of us snack on fresh fruit between meals
· When shopping, only 23% of men aged 16-24 look for low sugar, compared to 37% of women the same age.
· 69% of 8 to 15 year olds claim to snack on fresh fruit between meals
· 10% of adults do not snack between meals
· Young people and females are more prone to cravings, particularly when it comes to chocolate.
Readers' comments (2)
Colin | Tue, 8 Jun 2010 1:11 pm
"is the first fast food chain in the world to use 2D barcode technology". McDonalds in Japan have been using 2D barcodes for years.
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keith | Tue, 8 Jun 2010 7:40 pm
This is so "has been" technology.
Not every phone/reader combination works well and this is documented world wide
RFID/NFC is now the best way forward.
With NFC roll-out lagging somewhat, just stick a shielded RFID tag on your phone and you have a system.
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