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Greggs

Greggs is the largest bakery chain in the United Kingdom with nearly 1800 stores. Greggs has become a much-loved and trusted family brand through their products and their focus on customer experience. By collaborating with eagle eye, Greggs were the first company to market a digital loyalty and payment scheme in the food-to-go sector

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the challenge

Greggs sought to drive loyalty from their existing customer base as well as encourage new traffic into store. To achieve this, Greggs aimed to increase footfall, encourage repeat purchase and engage consumers, ultimately by gaining a deeper understanding of customer behaviour. Recognising that UK consumers were becoming increasingly digital, Greggs embarked on a transformational solution to their loyalty programme.

the solution

The launch of the Greggs Rewards app marked the first entirely digital loyalty scheme in the UK food-to-go sector. Powered by eagle eye technology, the Rewards app provides a loyalty program, offers and promotions, a digital stamp card and a pre-paid account function directly to customers’ smartphones.

The pre-paid account function allows customers to top up their Rewards account with up to £50 and use this to pay for their products securely in-store with their smartphone.
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the result

Using the eagle eye AIR platform Greggs can monitor and gather customer data from the Rewards app in real time. This enables them to use valuable consumer behaviour insights, such as spending habits, to inform future promotions, meaning customers receive personalised promotions relevant to their shopping behaviour.
Greggs Rewards won the Engagement and Loyalty Programme of the Year at the 2014 Payments Awards.

the benefits

• The first fully digital loyalty and payment scheme to market in the UK
• Real time monitoring of detailed customer data from the app
• Ability to launch informed promotions relevant to customer preferences and habits
• Engagement and Loyalty Programme of the Year award

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