Menchie's mySmileage Case Study
+13,000,000 mySmileage Members
17% Average Ticket Lift
50% Increase in Guest Frequency
17% Average Ticket Lift
50% Increase in Guest Frequency
Grow customer loyalty with POLN8!
Since 2007, Menchie’s Frozen Yogurt offers not only a great tasting treat of quality frozen yogurt and fresh toppings, but a unique experience in a fun and happy environment that makes every guest smile!
At Menchie’s, you can customize your own frozen yogurt treat and take home a custom Menchie’s frozen yogurt cake.
Comprehensive Approach
Comprehensive Approach
mySmileage needed to gain robust data and create incentives to boost guest performance. More importantly, the guests’ perceptions and experience was a primary focus throughout the development process to ensure that mySmileage was widely adopted and valued. Specific criteria for the launch of Menchie’s mySmileage guest loyalty program included:
- Build guest database for marketing
- Simple to use for team members & guests
- Track guest activity— visits & spending
- Increase average ticket & guest frequency
- Automated marketing based on activity
- Monitor sales results, measure program ROI
- Integrate national email program into loyalty
- Fully integrated with point-of-sale systems
Incremental Revenue
Incremental Revenue
Loyalty members spend more than non-loyalty members.
- mySmileage check average is +17% higher than non-members.
- Looking at ticket lift on loyalty transactions, mySmileage has generated over $84,000,000 incremental sales lifetime, system-wide. Additional revenue gains are realized from increased guest frequency — average visits per guest have increased by 50% over time.
Seasonality Balance
Seasonality Balance
Loyalty program offsets seasonality decline.
- Guest traffic has increased during the traditional off-season due to mySmileage members visits and spending activity. mySmileage drives incremental visits even in the slower months!
Missing Guest Campaign
Missing Guest Campaign
On a daily basis, the loyalty platform sends an automated email to guests that have been missing 30-60-90 days, based on their last transaction. The platform loads a corresponding $1/$2/$3 bounce back incentive onto the member’s account, and expires it in 7 days. Redemption is handled through the POS, simple for guests and team members. This campaign wins back guests in the 21% range, and most guests continue to visit after win back.
LET'S TALK LOYALTY
LET'S TALK LOYALTY
Speak with our specialists today to learn how we can help you develop
and implement a loyalty program that your customers will love!
and implement a loyalty program that your customers will love!
