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Mon 11th Mar 2013 - Breaking News - Orchid launches new loyalty scheme
Orchid to launch improved loyalty scheme for 22-strong emerging pizza/pub brand: Pizza Kitchen & Bar (PKB), the emerging Orchid Pub Company brand, is set to launch an improved reward scheme next month, giving customers a big slice of discount every time they visit. The new card gives customers money off their food bill every time they visit, plus the chance to earn money-off vouchers by collecting points. It is expected that 15,000 customers will sign up within the next six months. It builds on the previous scheme launched in May 2012, which grew to over 20,000 members. Of the previous ‘Slice’ card scheme, 84% of cards are in use with an average of 3.5 swipes per customer and a total contribution of 18% towards PKB total annual sales. Aimed at two important sectors - students and young professionals - the updated scheme has several important changes and is an essential tool in keeping customers happy, engaged and rewarded. Launching on 2 April, Slice card holders will get 20% off food every day of the week and can collect two points for every £1 spent. For every 500 points collected they get a £5 voucher. Now, instead of a £1 charge to join it will now be free, with the emphasis on pubs generating 100% data capture from customers who sign up. The Slice card is valid at all 22 Pizza Kitchen & Bars across the UK. The focus for the pubs is on everyday low prices and a sector-leading drink strategy that highlights category focus, high spend for special occasions and up-selling. “These subtle but important changes will take the Slice reward card to the next level and generate additional interest and reasons to visit,” says Simon Dodd, commercial & people director. “We are always keen to offer our customers the very best value and the immediate discount, plus the chance to earn money-off vouchers by collecting points, appeals to our key target demographic. As difficult trading times continue in the industry and customers become ever more discerning about where they eat, Pizza Kitchen & Bar are staying a step ahead of the competition with Slice.” One of the most important elements of the reward scheme is the chance it offers pubs to capture information about their customers and keep them up-to-date with the latest promotions and remind them about visiting soon. At each stage, from initial sign-up, to post-visit and voucher issuing, the customer relationship management system will aid communications between pub and customer. Members will receive emails about their account, special offers when registering online, newsletters and simple “thank you for visiting” messages. “Customers always expect more, and it is no longer simply about attracting and retaining customers but also about keeping in touch with them,” Dodd added. “With carefully timed messages that coincide with key points in the relationship we can ensure our pubs are top of the list when deciding where to go for a meal out.” Alongside the new card design the pubs’ website and communications channels are also being updated. A revised homepage will give more prominence to the Slice card, with information on the scheme and an easy way for members to register their details. Location-driven content will support the variation in the offer by location, and by logging in members can view their points balance and update their contact information. Pubs will also use their social media profiles to raise awareness of the scheme, plus in-house posters and advertising.

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