Intro
A beloved American franchise with over 2,500 locations is celebrated for its fresh ingredients, outstanding customer service, and made-to-order sandwiches crafted with premium meats, cheeses, and vegetables. Since its founding in the 1950s, the brand has become a household name, known for its unwavering commitment to quality and authenticity.
As a key driver of revenue, the franchise’s loyalty program plays a pivotal role in maintaining customer engagement. To re-engage 745,000 inactive members who hadn’t made a purchase in over 90 days, the brand teamed up with Voxie to launch a targeted and impactful win-back campaign.
The Road to Success: Crafting a Winning Strategy
The Voxie Customer Success team worked closely with the franchise’s digital marketing team to develop a highly targeted campaign. Their main goal was to reignite interest among inactive loyalty members and motivate them to make a purchase.
Rather than relying on their usual double points offer, which customers had grown accustomed to, they introduced a more tangible and immediate benefit: a $3 discount on the next purchase. This approach was designed to create urgency and provide clear monetary value, greatly increasing the likelihood of conversion.
Switching from the familiar double points offer to a direct monetary discount was a calculated risk. It represented a shift from focusing on long-term loyalty rewards to offering immediate gratification—a strategy tailored to resonate with inactive members who needed an extra incentive to return.
The Destination: Remarkable Results and Insights
The campaign had an immediate and significant impact. Within just five days of its launch, the franchise saw an impressive six-figure increase in attributed revenue, achieving an extraordinary return on investment—every dollar spent generated $24 in revenue.
Beyond revenue, the campaign also achieved a 5.5% click-through rate, far exceeding average engagement rates. This surge in engagement effectively directed customers to place orders through the brand’s app, highlighting the campaign’s success in driving digital conversions.
The test demonstrated that offering a variety of limited-time, tangible offers is more effective at driving purchases than the predictable and familiar double points offer.
This campaign not only delivered short-term revenue gains but also provided valuable insights to guide future marketing strategies.