Subway Serves Up Geo-targeted Promotions for App Users

Photo Credit: marketingweek.co.uk

Photo Credit: marketingweek.co.uk

The fast food chain will move into phase two of its “Subcard” loyalty strategy early next year after updating its mobile app at the start of the month (7 November) to reward customers for their feedback. It will introduce an opt-in service for users to receive geo-targeted messages and in-app notifications about its latest offers and campaigns.

The restaurant is planning to test the frequency of messages diners can cope with in the coming weeks so they are not lost amid the growing number of targeted promotions from retailers.

Data garnered from the Subway app will be used to shape future promotions for the brand’s entire range as it looks to back its lesser-known offerings such as its breakfast menu and salads. The loyalty programme attempts not only to increase customer frequency across the UK and Ireland, but also drive same-store sales and generate higher revenue, according to the business. Read More