In association with


Scrummy – the loyalty app club small operators can join


An appealing option for smaller businesses looking to boost their customer loyalty is Scrummy Club. Designed solely for small, independent traders, the app, which combines mobile loyalty and rewards, word-of-mouth and email marketing, offers an easy but significant step up from the familiar paper loyalty schemes. “Scrummy doesn’t require


any till integration and, because it doesn’t require any additional hardware such as tablets, it frees up valuable counter space for product displays and service,” says co-founder James Vanderzee. He adds that while cash


Yoyo Wallet is not just a payment app, it also lets cus- tomers collect loyalty rewards and a digital receipt all via one scan of the smartphone. At the same time, on the back- end platform, retailers receive


data from every customer transaction, which can be processed to provide customers with a more personalised and relevant experience. “Operators should be considering mobile not because of payment – nobody has a pay- ment problem they’re trying to solve. It’s about how do I identify my customers? How do I find out what they spend? When they spend?


www.thecaterer.com


and card payments are still the norm for most customers, mobile payments and order-ahead are certainly on Scrummy Club’s roadmap. In the meantime,


customers are enjoying


getting loyalty rewards from all their favourite small and independent traders in one place, while businesses are finding that a collaborative approach to a loyalty scheme can be a healthy thing. “By working with other


local businesses – even some of their competitors – our traders are helping to level the playing field between themselves and their larger competitors on the high street,” Vanderzee says. “There are even co- promotions, so people getting their hair cut at one Scrummy trader, for instance, get a deal on coffee from another Scrummy trader next door.”


The type of brand they spend with? And how to use that infor- mation to influence behaviour, increase spend and provide a better experience to their cus- tomers,” Falys says. At Caffè Nero, which


launched a Yoyo-powered app in April 2017, the results speak for themselves. “In Novem- ber, we passed 6% share of checkouts and that will grow to about 10% by Christmas. They are now creating very interesting campaigns to promote certain products,” Falys explains. For example, an app-based campaign increased customer purchases of iced lattes


by 215% last summer, with 65% of sales com- ing from the app. And a Christmas cracker promotion, where customers shake their phone to reveal a high-value prize or, more likely, a silly joke, attracted the best part of 3,000 new users a day.


PREDICTIONS FOR 2018 Over the next 12 months, Falys expects more businesses to embrace the digital world. “More ubiquity creates more usage, and more users create the impetus for more retailers to accept Yoyo,” he says, adding that he believes caterers and F&B operators are going to start rethinking loyalty in the context of the smart- phone and data, with a noticeable move away from plastic and paper loyalty cards. “As more case studies are put forward, dem- onstrating the power of the clever use of data to influence behaviour and create a more per- sonalised experience, more retailers will want to jump on the bandwagon,” he explains. “I think chief executives of quick-service chains and F&B businesses in general will be in a bad place if they haven’t started imple- menting a sound mobile-first solution.” James Sykes-Hagen, group business devel- opment director at QR scanning app Zap- per, agrees. “Loyalty is 100% the future of the industry and what we’ve looked at is what is the most seamless way we can do that,” he says. “Zapper has an in-app loyalty card that automatically updates every time a cus- tomer pays, so they don’t have to stumble around for their paper loyalty card. It saves a lot of money for retailers, as well as providing strategic information about their customers and what they’re buying.” Beyond loyalty, pre-ordering is another trend


that’s likely to gain ground in 2018, accord- ing to Tom Weaver, chief executive of mobile


Technology Prospectus 2018 | 17


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