Injecting some Kiwi fun
Launched in 2006, SUBCARD was the first, and still remains the only, loyalty programme in the NZ quick service restaurant (QSR) sector. Anecdotally, it is understood that it has set such a high benchmark that some leading competitors have been persuaded to not launch weaker me-too programmes until they can leapfrog it. This in turn has driven an ongoing push for innovation within SUBCARD to ensure it maintains leadership.
SUBCARD, as a rewards-earning loyalty programme, provides SUBWAY with more frequent, higher spending customers, plus a cost-effective channel to communicate directly to customers via eDM, receipt, SMS and mobile messaging.
Any programme operating in its seventh year of existence needs to consider some key challenges:
All SUBCARD creative needs to conform to the SUBWAY brand, but they do have licence to be just that little more Kiwi, injecting fun into their creative for point-of-sale and eDMs. It is extremely important that this programme is appealing. Every SUBWAY customer should want to be a part of the programme, so the aim of all communications is to be positive, fresh, energetic and straightforward.
Key objectives entering into the FY11/12 period were multi-pronged:
But what makes this story a great one, is that sustained success hasn’t come from just one kick-ass promotional activity, but from a marketing strategy that has deployed numerous tactics to reinvigorate SUBCARD and make it truly the best loyalty programme - setting it up for further value growth in the next 12-24 months.