Industry News | October 10, 2013

PunchTab Wins Points with Arby's Mobile Loyalty Program

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Omni-channel loyalty and engagement platform PunchTab announced its partnership with Arby’s to engage customers and reward them for trying the brand’s new Smokehouse Brisket Sandwich.

When Arby’s, the second largest quick-service sandwich chain in the U.S., recently launched their new menu item, they chose PunchTab to help build a rewards campaign called The League of Brisket. The campaign—now live—encourages customers to join the league and complete challenges to earn free food and gear, as well as an entry for a chance to win the grand prize: pro football tickets and a tailgate party.

The Arby’s campaign engages and rewards participants for uploading purchase receipts. Participants are also rewarded for engaging with Arby’s across a variety of channels, including checking in at an Arby’s location, taking online quizzes, Tweeting, Liking, and completing online challenges. For example, an Arby’s fan can earn 1,000 points for uploading a photo on Instagram using the #LeagueOfBrisketRewards hashtag, and get another 1,000 points for checking in at Arby’s on Foursquare or Facebook. For making a purchase and uploading the receipt, Arby’s lovers will receive 3,000 points.

“PunchTab-powered campaigns influence purchase decisions in the retail environment and allow brands to gather valuable data about shopping behaviors, which they can then use to optimize their marketing programs,” says Ranjith Kumaran, founder and CEO of PunchTab. “We design campaigns that let organizations like Arby’s implement quickly, and solve common challenges, like tracking purchase behavior back to marketing initiatives.”

For this campaign, PunchTab created a mobile and web experience, which lets Arby’s customers upload a receipt without requiring an app download. When users make a purchase, they can take a picture of their receipt and submit it via the mobile website. The receipt image is automatically uploaded, and upon verification, points are rewarded. Alternatively, consumers can upload their receipt from their computer and submit it online from the campaign home page.

“With PunchTab's receipt scanning abilities, brands can quickly enable loyalty campaigns that focus on increasing traffic and volume. Marketers can easily tie engagement behavior to purchase data, while gaining full visibility into what consumers are doing,” says Angela Sanfilippo, chief marketing officer at PunchTab. “These are important retail insights marketers can't always attribute to engagement- and something completely unavailable to brands who sell through 3rd party retailers.

With this first-of-its kind deployment of receipt scanning in a quick service rewards campaign, Arby’s has been able to remain nimble and activate campaigns quickly across their 3,400 locations without the cost and complexity that comes with POS integration. In it’s first week, 24 percent of participants who checked in purchased the sandwich and uploaded their receipt.