As consumer expectations evolve, patrons are seeking personalised experiences and tangible rewards for their patronage, and the pub industry is seeing a significant shift towards loyalty programs and apps.
Driven by value-conscious customers and modern technological solutions, loyalty systems are being adopted as a way of offering meaningful incentives, and for pub operators, the benefits extend beyond customer engagement, with the ability to capture first-party data, track sales trends, enhance operational efficiencies and much more.
In August, Endeavour Group announced the launch of its loyalty platform for pub-goers, pub+, reaching more than 350 ALH Hotels nationally and rewarding guests for visits using a points-based system redeemable for discounts in-venue.
Unlocking greater rewards and enhanced experiences, Endeavour Group managing director and CEO Steve Donohue expects pub+ to drive repeat visits and ensure ALH Hotels venues remain a destination of choice.
“In a tough macroeconomic environment, rewarding loyal customers and guests is the name of the game. Australians are looking for value and they want to be recognised for their commitment to our brands and pubs,” he stated.
Pints mean points
By leveraging loyalty programs, pubs can create a sense of value and recognition for frequent visitors, and Melbourne-based hospitality group Francis Venues is one of many to get on board the trend. Launching in December last year, digital loyalty program Frisbie Rewards replaces physical members cards and allows better customer engagement.
Almost a year in, David Henshall, chief operations officer at Francis Venues, is pleased with the progress, noting customers especially enjoy watching their points and savings rise in the app.
“We’re excited by what we’re seeing so far, there’s been an incredible uptake on app downloads and member sign ups, and some fantastic feedback from both staff and customers that it’s not only aesthetically pleasing but there’s ease of functionality for all ages, which is really important to us,” he stated.
Since 2020, the Applejack Loyalty App has enhanced Applejack Hospitality’s customer engagement and created synergy between venues, allowing customers to earn and redeem rewards at any location, with pub usage leading the charge.
Alexandra Barron, group marketing manager, praises the flexibility of the app and its cross-venue promotion capabilities, saying users are encouraged to seamlessly explore the group’s mixture of venue formats, which includes the Taphouse and Forrester’s pubs in Sydney.
“Through targeted push notifications, we keep our entire user base informed about various promotions and events, from pub trivia nights to bar happy hours, ensuring a dynamic and engaging experience across all Applejack venues,” she explained.
While loyalty programs can provide a direct line of communication to customers, they also capture valuable first-party marketing data. For Applejack, data that identifies purchasing habits is integrated into CRM systems, allowing for personalised promotions.
“This data enables us to implement targeted marketing strategies, effectively converting users into loyal patrons,” added Barron.
“By analysing purchase patterns, such as frequent beer buyers or happy hour frequenters, we can tailor promotions to individual preferences, sending personalised notifications about relevant offers and specials. This data-driven approach allows us to enhance customer engagement and maximise the effectiveness of our marketing efforts.”
For ALH Hotels, pub+ is capturing equally valuable data, taking its expertise from Endeavour Group’s successful MyDan’s program, which now has 5.4 million active members and a scan rate above 80 per cent.
Since the launch of pub+, data shows that ALH customers complete between two and three transactions during their pub visits, and the group hopes to drive an increase through member-exclusive deals across multiple transactions.
“Our extensive experience with MyDan’s shows that loyalty leads to more visits and higher average spends, and that’s our goal with pub+. We want to drive greater engagement with our guests while delivering a regular value-for-money experience,” says Donohue.
You can read the full article in the October issue of Australian Hotelier below.