SUBCARD is the power-house behind SUBWAY restaurants in New Zealand.
It is a loyalty programme that delivers cost-effective and engaging communications direct to customers via eDM, receipt, SMS and mobile messaging. All of these channels enable SUBCARD to react quickly to market conditions, or at point of purchase, to encourage repeat visitation sooner.
Available as a traditional card or on mobile, SUBCARD delivers value back to SUBWAY franchisees by increasing customer spend and frequency. It also works as a sales promotion system, a customer research tool and a gift card system – all vital tools for the retail market.
Since its inception in 2006, the SUBCARD loyalty programme has continuously driven retail success for SUBWAY restaurants. But it can never rest on its laurels.
As SUBCARD ages, (now in its seventh year), it needs to keep things interesting, not just for customers, but for its stakeholders too. Taking advantage of the latest technologies and implementing new marketing tactics is how SUBCARD goes about achieving its ultimate goal – which is delivering increased value back to SUBWAY franchisees.
With this in mind, the key objectives entering into the FY11/12 period were to:
As a result of deploying a variety of marketing tactics, SUBCARD has had its most successful year yet. Its registered customer base has increased by more than 80,000 and, best of all, registered cardholders are now worth 5x more than non-registered.