Last week, Paytronix Systems, Inc., an innovator in mobile loyalty and online ordering applications, mobile payment, and digital communication tools, and Bruster’s Real Ice Cream, announced the launch of Bruster’s new Sweet Rewards customer loyalty program, across most of its 200 franchised shops in 20 states.
 
Jennifer Brinker, VP of Marketing for Bruster’s, discussed the loyalty platform for those who are uninformed.
 
“The new Sweet Rewards loyalty program allows guests to earn 1 point for every $1 spent at one of our participating Bruster’s locations. Once they reach 50 points, they will automatically receive a $5 reward off any future order. New guests registering into the program receive a $3 join reward. Guests will also have access to flavor announcements, exclusive offers and receive a birthday treat. There are two easy ways for guests to join our new loyalty program: either by downloading our app on Google Play or App Store, or by registering at BrustersSweetRewards.com. Guests earn points and redeem rewards by providing their barcode in the app to be scanned or by providing their 10-digit phone number used during registration. After they check out the amount spent will convert to points and be automatically added to their account.”
 
For Bruster’s, the idea behind the program was about eliminating outdated technology, increasing CRM-based retention, and increasing engagement through relevance.
 
“Our Sweet Rewards program for years was a simple punch card, and over time became an outdated program with an untraceable ROI. We see great value in having a data-driven CRM-based retention strategy. By having a greater understanding of our customers’ purchase behavior and visit habits, we can become more agile, make better informed decisions and win and retain customer loyalty through relevant engagement. Today’s consumer expects relevance with every interaction from a brand.”
 
The digital marketing landscape, even within the ice cream industry, has changed with technology. Social media has been a massive tool for Bruster’s in terms of engagement. The new platform only expands upon this strategy.
 
“Bruster’s Real Ice cream provides customers with the opportunity to celebrate life’s special moments and memories. And, of course, they want all of their friends to know about it. Sharing their experience and taking pictures of our premium handcrafted ice cream, sundaes and homemade waffle cone creations is a natural fit for customers to share and engage with on social media.
 
“Customers react when we share videos of our featured flavors being made and it’s a great way to remind them how fresh our product really is. Some of our stores post each day’s flavors and customers call and visit as they see their favorites become available. Social media is a crucial platform to interact in real-time with our fans.”
 

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