Footie blitz boosts M&B loyalty club

The company behind Sizzling Pubs, O’Neill’s, All Bar One, Crown Carveries and Oak Tree Pubs, is shooting for football fans by expanding its Green Card loyalty scheme into an app-based programme.
The programme was trialled by Mitchells & Butlers last year as a physical card, which resulted in 2.7 million redemptions across the test period, enabling the pub owner to build a clear profile of its customer base.
It will now be available on iPhone and Android devices and offers sports fans discounts and freebies on selected food and drinks during major televised games.
Just for good measure, the free app also links up with the Sky Sports News homepage, making sure users are kept up to date with the latest sporting news.
The app, powered by Eagle Eye Solutions, has added a raft of new features, including fixtures lists, live results and a ‘Find your Local’ map; users can also benefit from a range of offers including 20% off selected drinks and foods during game time.
M&B is using the programme to capture customer data to segment and build detailed profiles for personalised emails and push notifications.
It is also installing iBeacons across the 300 participating pubs, to whack out timely notifications when users enter their favourite boozer.
Mikey Duffy, marketing manager of Sizzling Pubs, O’Neill’s, Crown Carveries and Oak Tree Pubs, said: “We have seen some fantastic results since we piloted the card-based scheme last season – helping us stay connected with our customers and reward their loyalty.
“The addition of iBeacons will also offer great opportunities to capture our customers at the right time ensuring that they are always receiving something of value from us.”