Pub giant launches data-driven digital loyalty platform

Stonegate Group, the UK’s largest pub company which owns Slug and Lettuce, Be At One, PopWorld, and Proper Pub, is launching a new VIP digital loyalty platform that takes a data-driven approach to drive footfall and new revenue streams.

Developed by Digitas, MiXR features Stonegate Group’s 850-plus managed venues around the UK and allows customers to find a venue, see local deals and even skip queues at busier times.

Designed to help customers plan and organise their social occasions and discover new venues, it also offers loyalty points that can be redeemed for offers and in-house deals.

As part of its wider innovation and digital transformation strategy, Stonegate Group will leverage the customer data available both through the MiXR app and in-venue behaviour with transactions to elevate the consumer experience, and to support vendors to better understand their customers and increase impact.

Digitas is also launching a major campaign to promote MiXR across DOOH, programmatic, search and paid social.
The use of targeted proximity digital OOH advertising will be in operation across all of Stonegate Group’s sites to drive awareness, while customers will be offered a free drink when they download the app and register.

Stonegate Group chief commercial officer Melissa Wisdom said: “We wanted to create a product centred around the reasons our valued guests want to come to our pubs, bars, and clubs.

“Our guests come to us for many occasions, and we heard first-hand that they would appreciate more options in planning tailor-made occasions and being rewarded for their loyalty – something the entire sector has been missing. MiXR is designed to be just that.”

Digitas CEO Jen Berry added: “Stonegate has been an incredible partner and MiXR is a great example of a product and experience that will not only drive value for customers but enhance the business.”