Jamba Juice Co. unveiled its new Jamba Insider Rewards customer loyalty program in stores nationwide on Feb. 19.

Loyalty360 caught up with Julie Washington, senior vice president and chief brand officer, Jamba Juice Company, for an exciting Q&A to hear about how the program has progressed in the past seven months.

What specific insights have you learned in the past year from your loyalty program that have helped in making any enhancements?

We’ve learned that consumers respond well to a simplified and speedy experience. Our loyalty program is very user-friendly, consumers need only type their phone numbers into a terminal at register and they are done. There are no cards to carry or swipe.

Jamba Juice started off only communicating offers, but has now shifted to a better mix of offers, promotions, and branded content. Consumers have responded positively to this, and as a result, we are continuing to work on more branded content.

Cross pollination of content is powerful.  When we market our content across loyalists, the website and social also see great results. We recently launched a fun survey, What Your Juice Says About You , and it alone received tens of thousands of completions in the first few hours, as well as increased our social followers. 

How has the customer experience changed through the loyalty program?

Jamba Juice’s loyalty program just launched in February, so it’s still a relatively new program for us. But the beauty of the program is that it’s very simple, not disruptive, and doesn’t take a lot of time. 

Has the loyalty program impacted customer behavior and, if so, in what ways?

Our loyalty program is called Jamba Insiders and members really do feel like “insiders”. They get really excited over personalized offers, such as the free Jamba Juice birthday juice or smoothie, and as a result, they are now incorporating Jamba Juice into their birthday celebrations. Our rewards redemptions are high, so our consumers are finding excitement and value in what we’re offering them.

How do you stay on top of technology and how does it impact your loyalty program?

Jamba Juice is constantly looking for new technologies and ways to innovate to create a better customer experience, as well as enhance and extend the reach of our loyalty program. IT and marketing work very closely together to ensure that technological innovations are constantly being researched and evaluated. Our overall goal is to enhance the customer experience in our stores. 

What does customer loyalty mean to Jamba Juice?

Jamba Juice has a vision of inspiring and simplifying healthy living and we offer better-for-you products that support that vision. When we bring customers in more frequently through our loyalty program, we feel we are helping them live healthier lives.

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