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Jersey Mike’s layers on rewards, ordering as it links behavior across channels

Jersey Mike’s Subs is layering up its mobile strategy by rolling out a new ordering application and digital rewards program that allows customers to create a single account linking their loyalty points, email club and texting and app logins for a more streamlined experience.

The chain is also treating consumers to its Rewards Above promotion, which incentivizes users to sign up for the combined profile by giving them 72 points, redeemable for a free sub sandwich. Jersey Mike’s stronger push for mobile sales is highly evident through its redesigned Web site, new mobile app and streamlined combined account system, underscoring the need for quick service restaurant marketers to continuously update their digital offerings to stay competitive.

“For the first time, we will be able to connect the dots among our customers who have joined one or more of our digital programs, ensuring they receive all of the digital rewards Jersey Mike’s offers,” said Rich Hope, chief marketing officer of Jersey Mike’s Subs. “Most importantly, since our Shore Points Rewards loyalty program interacts with our POS databases, we will be able to serve promotions and discounts to our customers based on their previous purchase history.

“This will allow us, for instance, to send cheesesteak offers to cheesesteak eaters. Or, conversely, to send a cheesesteak eater an offer for something they have never tried in hopes of broadening our appeal with that customer.”

Holistic customer views
Jersey Mike’s is attempting to lock down more holistic views of its customers by introducing the combined account profile. Fans are encouraged to make a Jersey Mike’s account to link their Shore Points rewards usage, email club, online ordering and text and mobile app logins into one singular location.

Consumers who complete this action before June 30, 2016 will earn 72 loyalty points, the equivalent of a complimentary sub. Offering individuals incentives to upgrade their rewards accounts is a smart move for QSR brands, and one that can potentially prevent a customer from signing up for a competitor’s program.

Jersey Mike’s redesigned Web site now allows the brand to combine consumers’ separate accounts, thereby ensuring they receive all available digital offers.

“Many of our digital offers revolve around the points system in our Shore Points loyalty program,” Mr. Hope said. “Double points for purchase seems to be an offer that our fans really like. But we also serve offers for bundled meals, or a dollar amount off a purchase.

“The enhanced ability to mine our data allows us to send customer-specific offers. An example would be sending a dinner discount offer to a customer who has only visited us for lunch.”

The revamped system will offer members the ability to collect points toward free subs, receive a complimentary sub on their birthday and get mobile offers via email and text.

The easiest way for users to access their streamlined accounts is to download Jersey Mike’s new iOS or Android app.

Keeping up with mobile
The official Jersey Mike’s app enables consumers to locate nearby restaurants, customize their orders, select a desired pick-up time and retrieve purchased meals upon arrival at the location. The chain is now accepting Apple Pay at every store, allowing users to pay for orders while on-the-go.

Additionally, app users can skip to the front of the line once they receive their order’s ticket number. This lets them present the number at the register, grab their meal and head out within seconds.

Users may also save their favorite meals for quick reordering, get directions to a Jersey Mike’s restaurant, check their Shore Points balance and submit feedback on their experience via a mobile comment card.

QSR chains are now more reliant on mobile than ever, due to the impromptu purchasing nature of their food. A plethora of marketers are heavily innovating within mobile to scheme up ways to boost in-store traffic and digital sales.

For example, fellow sub chain Subway is expanding its Wi-Fi-enabled loyalty program to 600 Canadian stores following a successful pilot, highlighting how fast-food chains can leverage mobile to drive in-store traffic, especially among millennials (see story).

“Leveraging a mobile strategy is becoming more and more important every day,” Mr. Hope said. “Just a few years ago, the majority of our Web traffic came through desktop.

“Today, 70 percent of our traffic comes through a mobile device (60 percent phone and 10 percent tablet),” he said. “The phone has become more than just a device. It has become an extension of one’s being.

“Technology will continue to grow exponentially, so who knows what is next, but for the foreseeable future, mobile devices will continue to grow in numbers and applications.”