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Growing sandwich chain Which Wich Superior Sandwiches received praise for its loyalty program on Wednesday, earning a Paytronix Systems Loyaltee Award for “Best Loyalty Launch.” The chain launched Vibe Club Rewards in late 2015 across all of its 400 locations, executing the rollout with an impressive level of brand communication.
The program was designed in the interest of collecting consumer data to improve customer experience and reward the brand’s most loyal diners. The program is completely integrated into the Which Wich app, offering customers the chance to engage with the brand on a mobile device in addition to the website.
The loyalty program benefitted further from the ability to order food and redeem points straight from the app, streamlining the ordering process for customers on the go.
From the perspective of Which Wich franchisees, the program offered numerous additional marketing opportunities. Store operators now have the ability to localize their messaging and specifically target Vibe Club Rewards members. This personalization is effective at driving customer behavior and making loyalty program members feel like “part of the club.”
The results of the program launch were seen quickly and clearly: Same-store registration rose by over 250%. Penetration also saw a huge benefit from the program, with more than 35% of Which Wich checks coming from Vibe Club Rewards. The sandwich shop has also seen a distinct spike in visits since the launch of the loyalty program.
“The Which Wich teamed up with our Data Insights team who delivered clarity among the fire hose of new data its rewards program was generating. Applying that knowledge to target and engage its loyal customers is delivering real impact,” said Andrew Robbins, president, Paytronix Systems Inc. “The results continue to be impressive. Which Wich is already leveraging the new program to motivate behavior among its guests.”
The Paytronix Loyaltee Awards are open to all Paytronix clients, and recognize brands that are best leveraging the platform to drive brand loyalty.
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