A Launch as Smooth as Ice – 16% Penetration in 10 Months
Updating a popular rewards program can be a challenge, so Bruster’s and Paytronix endeavored to make the rollout as clear and compelling as possible. Employing a three-pronged approach, Bruster’s first created and deployed a multimedia marketing promotion. Secondly, it ran a Paytronix-powered store contest designed to boost enrollment by motivating front-line scoopers to invite guests to join. Thirdly, Bruster’s offered multiple enrollment options to ensure that it maximized guest participation. The new, digital-only program lets guests join via the app or online, and because Bruster’s is popular among seniors, it also enables enrollment by phone when guests call the customer support team.
Within 10 months, Bruster’s had achieved a 16% penetration rate, exceeding the benchmark goal of 15% over 12 months for new loyalty programs.