bake - July/August 2020 - 8

department
practical
marketing

The value of LOYALTY PROGRAMS
One of the most valuable marketing and analytical tools at your

The bakery-café chain's loyalty program is on a tiered system,

bakery's disposal is developing a loyalty program. You can build

so the more points members earn, the more rewards they un-

your customer database (and keep records you can search) by

lock. New members also receive $5 off their next purchase when

gathering email addresses through site registrations, online and

they join. For every $1 spent in-store, online or on the app, mem-

app transactions and sweepstakes and promotions.

bers will receive five points toward unlocking the next member-

dent of digital for Neighborly, this is key to acquiring customers
and bringing them back.

ship tier, with exclusive membership benefits for each tier, such
as a free sweet on their birthday.
"Our new rewards program gives two ways to earn when you
enjoy Corner Bakery and offers guests the ability to order online

"Loyalty programs are really the marriage of guest tracking,

for pickup or delivery, earn rewards with each delicious order

behavior tracking, guest insights and analytics. When you know

and unlock membership benefits," says Donna Josephson, se-

where the customer is, you can change behaviors."

nior vice president and chief marketing officer of Corner Bakery.

Most of the top brands, both in the baking world and beyond,
have used these programs to great success.

"We are excited to offer an enhanced Corner Bakery experience
for our guests while rewarding them for their loyalty."

As part of its Sprinkles Perks program, Sprinkles Cupcakes has

Insomnia Cookies even created a special day for its loyalty

implemented an automatic rewards earning tool within Sprinkles

members. To show appreciation to its "Insomniacs", the warm

NOW and the Sprinkles app, enabling consumers to earn points

cookie delivery chain hosted its first ever Insomniac Day earlier

with each purchase. For every one dollar spent, they get five

this year.

points. Three hundred points earns a free item.

All Insomnia Cookies locations celebrated their loyalty mem-

Members also receive a free birthday cupcake, access to exclu-

bers with exclusive one-day only deals including free delivery

sive promotions and a quarterly VIP Signature Box of cupcakes.

and 4X loyalty points earned all day long. Additionally, members

Loyalty points or credit is a popular strategy for driving sales.

received $6 six-packs and $12 twelve-packs in-store when they

Corner Bakery Café recently announced the debut of its new

showed their loyalty account from 9 p.m. to close.

and improved loyalty program. Starting Tuesday, July 7, Corner

The key for bakery cafes moving forward is flexibility. Custom-

Bakery Rewards members could earn rewards for ordering ca-

ers have individual needs, and companies must be flexible to un-

tering or in-store, online or through the new Corner Bakery App,

derstand what their loyal shoppers expect. Implementing tools

for pickup or delivery.

to satisfy those needs remains as important as ever.

08 < JUL-AUG 2020 | bakemag.com

SPRINKLES CUPCAKES

According to Brian Best, former vice president of digital marketing for Tropical Smoothie Café and current senior vice presi-


http://www.bakemag.com

bake - July/August 2020

Table of Contents for the Digital Edition of bake - July/August 2020

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