Reaping the Rewards of a 1:1 Visit Challenge
Overview
Great Harvest is a franchised bakery cafe that specializes in whole grain breads as well as breakfast items, pastries, and coffee.
Situation: A Thriving Loyalty Program Grows More Advanced
With a growing base of active loyalty members, Great Harvest was ready to drive deeper engagement with advanced segmentation campaigns. The brand started with a 1:1 Visit Challenge, a campaign driven by artificial intelligence that rewards guests individually with the intent of increasing visits. The results were staggering with increases of more than a third across all categories, including total visits, visit frequency, and spend. Now, Great Harvest is expanding the program by working with the Paytronix Strategy & Analytics team to introduce a steady rotation of 1:1 campaigns designed to increase customer lifetime value (CLV).
35% Lift in Loyalty Visits
By leveraging AI-driven advanced segmentation, Great Harvest offered a unique visit challenge to each guest tailored to their individual habits. Guests who completed their visit challenge received $5 off any purchase, valid for two weeks. Using a control and target group designed by Paytronix S&A, Great Harvest attributed a 35% lift in loyalty visits to the campaign.
35% Lift in Loyalty Spend
Though Great Harvest is known for its artisanal breads, the 1:1 Visit Challenge targeted sweet-toothed guests. The brand’s oatmeal chocolate chip cookie became one of the most popular items sold during the challenge period, along with the Harvest White Loaf. Yum!
35% Lift in Unique Loyalty Member Visit Frequency
With industry-leading data analytics from Paytronix, Great Harvest could drive more than just aggregate lift. This 1:1 Visit Challenge modified guest behavior for the long-term. By leveraging data to personalize visit challenges for every guest, Great Harvest increased individual member visit frequency. In the long run, that makes each guest more valuable.