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Mitchells & Butlers launches new money-saving app for sports fans

Mitchells & Butlers launches new money-saving app for sports fans

A new season heralds a whole new way to enjoy sport in 2015/16 as Mitchells & Butlers’ brands – Sizzling Pubs, O’Neill’s, Crown Carveries and Oaktree Pubs launch their new ‘Green Card’ app, with Eagle Eye Solutions.
Following its successful debut season last year, the Green Card App is now available for iPhone and Android smartphones offering sports fans great discounts and freebies on selected food and drinks during major televised games. 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.
M&B has launched a new loyalty app, with Eagle Eye Solutions, the SaaS technology company that validates and redeems digital promotions in real-time. The app is packed with a host of features including fixtures lists, live results and a ‘Find your Local’ map, users can benefit from a range of offers including a massive 20% off selected drinks and foods during game time. Whether with friends or family, loyal supporters or opposing fans, sport has never been so rewarding.
Customers can download the ‘Green Card’ app from the App Store or Google Play and once registered are assigned a unique ID. M&B is then able to capture valuable customer data that can be used to segment and build detailed profiles. Using this data M&B can send out personalised emails and push notifications.

To make this even more timely iBeacons will also be deployed across the 300 participating pubs ensuring the push notifications received include the right message at the right time, dependant on that customer’s app journey e.g. prompt usage once users have registered or to encourage users to get their final stamp. The app will also include a digital wallet that customers can use to store their offers and rewards for use at a later date if they choose.

The app launch comes after a successful season of paper loyalty cards, also supported by Eagle Eye, which resulted in 2.7 million redemptions taking place across the period, building a clear profile of M&B’s customer base.

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. It’s really exciting to be working with Eagle Eye to provide innovative solutions that help 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.’

Phill Blundell, CEO of Eagle Eye, added: ‘We’re delighted to be working with M&B to take their already successful Green Card programme even further. The digital element that our Eagle Eye AIR platform provides means that M&B can truly understand their customers and communicate with them much more effectively. Customers demand value, convenience and choice and the Green Card is a great example of how this can be applied successfully within the hospitality sector.’