As one of the biggest food-on-the-go retailers in the United Kingdom, Greggs operates nearly 1800 shops, each devoted to improving their customer experience and promoting the quality of their products. By working with eagle eye AIR, Greggs have become the first brand in the food-to-go sector to implement a digital loyalty scheme and digital payment scheme.

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the challenge

• to launch a digital loyalty program

• to drive loyalty from their existing customer base and encourage new traffic into shop

• to gain a clear understanding of customer behaviour to inform customer engagement strategy

• to increase footfall and encourage repeat purchase

the solution

• embarking on a new loyalty program with the launch of the Greggs Rewards mobile app
• the first fully-digital loyalty scheme in the competitive UK food-to-go sector
• customers can access promotions & rewards, a digital stamp card and prepaid account services on the app
• the prepaid account service enables customers to top up their Rewards app balance to pay securely in-store with their smartphone
• unique QR codes and coupon codes generated provide quick and secure coupon redemption and enable Greggs to collect valuable consumer behaviour data
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the benefits

• the digital customer experience has revolutionised the way that consumers interact with Greggs and pay for their purchases
•  using the eagle eye AIR platform, Greggs can gather rich customer insight and monitor customer behaviour from app registration and usage
• data and consumer behaviour insight is then used by Greggs to create targeted and relevant rewards and promotions
• Greggs can create, manage and monitor their promotional campaigns in real time using the Eagle Eye AIR platform
• Greggs have seen increase in customer engagement, basket spend and footfall to shops
• Winner of the Engagement and Loyalty Program of the Year at the 2014 Payments Awards

mobile app statistics


app downloads


average promotion redemption rate