APP DEVELOPMENT

Boosting Revenue During the Quiet Months for Young’s Pub Group Through Mobile App

%

Increase in App Engagement

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Increase in Redemption Rates

The phone has a black case and a tap app open on the screen

Overview

About the Project

Amidst the challenges of Covid, particularly with the variant affecting Christmas bookings, Young’s Pub Group faced a significant decline in app engagement following a strong summer. Our goal was to address these issues by increasing app usage and driving revenue during January, traditionally a slow month.

Objectives for the Project

Reward loyal customers with special offers.
Re Engage inactive users.
Attract new sign-ups to the app.
Increase revenue and foot traffic in January.

Results

App engagement surged by 400% during the campaign.
Record-breaking redemption rates for app treats, 1726% higher than previous campaigns.
Enhanced staff retention and satisfaction.
Increased sales and profitability.

How did we do this?

01 Securing Departmental Buy-In

With over 230 pubs, the campaign’s success hinged on buy-in from all departments. Effective communication in meetings and attendance at key sessions with Operations Directors and stakeholders ensured everyone was on board. This collaboration was vital for smooth campaign execution and customer interaction during redemptions.

03 Setting up Mobile App Backend

Managing the complexity of over 230 pubs, restaurants, and hotels required a robust IT infrastructure. The IT team had integrated the Pepper-created mobile app with Access-created EPOS systems. Clear guidance ensured that the app’s redemption process, involving two vouchers, functioned seamlessly.

By implementing a strategic, data-driven approach, we successfully reengaged users, attracted new sign-ups, and significantly increased app engagement and revenue during a typically slow period. This campaign not only boosted immediate performance but also reinforced the value of digital integration and cross-departmental collaboration in driving business success.

02 Graphic Design Coordination

To support both the central and local marketing teams, we collaborated with Young’s graphic designers to create a versatile catalogue of assets. These assets were tailored for use across various platforms, ensuring a cohesive and appealing visual presence for the campaign.

04 Digital Marketing Communications Plan

Utilising Young’s advanced tech stack, we developed an automated workflow to create a truly omnichannel campaign. By integrating data flow between CRM, email, website, and social media channels, we maximised outreach and engagement. (See graphic for how we utilised these platforms to their full potential.

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