News

Jersey Mike's hits mobile marketing milestone

October 23, 2012

Jersey Mike's Subs has signed up the 650,000th member of its Shore Points Rewards loyalty program powered by SkyPop's mobile marketing platform. The milestone comes six months following the April launch of the multi-layered loyalty program, which replaced a paper punch card format that was in use in the company's stores nationwide.

Rich Hope, Jersey Mike's chief marketing officer, said the program has "far exceeded all expectations."

"It was incredibly popular from day one because of how easy it is for customers to sign up, and it resulted in an immediate boost to our loyalty program traffic," Hope added.

According to the company, about 7 percent of all Jersey Mike's customers visit three times or more per month. Among those who have signed up for the Shore Points Rewards program, however, 11 percent have come into the stores three times or more per month.

SkyPop's program for Jersey Mike's includes a custom mobile app for Android and iPhones, a customizable smartphone ad manager dashboard, cloud-based message and notification delivery, and text messaging capabilities. The program also offers near field communication (NFC) stickers that can be placed on phones and tapped at the store.

Hope said these elements enable Jersey Mike's to offer a robust marketing platform that engages customers. Ninety-three percent of Shore Points Rewards members (more than 600,000) have opted in to receive text messages with localized offers. Additionally, more than 40,000 smartphone customers are managing their loyalty points and offers, and receiving special in-app ads and offers, through the branded Jersey Mike's Shore Points Rewards mobile app.

Also, a "Double Points Thursdays" program has generated double-to-triple the normal loyalty club traffic during regional store tests, according to Hope, who said plans are underway for a national rollout of the double points program.

The platform recently won a Breakthrough Award in the category of Customer Engagement Innovation. The award was presented by Hospitality Technology Magazine.

Read more about mobile initiatives.