One year after the launch of Clube BK, Burger King’s loyalty program, which gives one point for every BRL 1 spent on product purchases, the brand celebrates the success of the initiative, with an accelerated growth in registered users and new features in the tool. . The program has already registered over 400 million points issued and 1 million rewards redeemed in just 12 months, accounting for 21% of all the company’s sales in 1Q22. The goal is to double the number of subscribers by the end of 2022.
Clube BK was born as one of the big bets of BK Brasil in the last year, being part of the movement around the digital transformation that the company is carrying out. With the resumption of movement in malls, the use of the platform became even more frequent by consumers – the company noticed a growth of more than 39% in the number of registered users from January to April 2022. In the comparison of 3Q21 with 4Q21, 54% increase.
Ariel Grunkraut, CMTO of BK Brasil, master franchisee of Burger King and Popeyes in the country, reinforces that the success of the initiative is not only demonstrated by the numbers, but also by customer loyalty, which has always been at the heart of the business. According to the executive:
“We have seen that Clube BK customers are the ones who best evaluate our brand in our surveys, returning more often to restaurants and consuming more of our products, thanks to the value proposition that we have given the platform.”
Following the line of evolution, another novelty is that now registered customers can score points in all channels of contact with the brand: in the BK app, in the self-service totems, in restaurants, Drive-thru, in the brand’s Own Delivery and even on purchases made by IFood.
For the past year, Burger King has been committed to offering more than point benefits, proposing initiatives that truly demonstrate the brand’s concern for its consumer.
“There were several actions created to nurture the relationship with our BK Lovers – today, program members already receive additional points in their birthday month and exclusive coupons. We’ve also made it possible to try products before they’re even officially released. In addition, our heavy users can be rewarded at any time with exclusive prizes – we even raffled off a shirt signed by Messi” he adds.
In addition to bringing the consumer closer, the growth of the points program represents a unique opportunity in data acquisition, which has made the aforementioned actions increasingly possible. According to the executive, the company’s personalization front line continues to evolve even further through the Club, as its knowledge solidifies. “A year ago, our main objective was to make the benefit known. With this goal increasingly consolidated, we are applying even more internal intelligence, which, combining marketing and technology, is committed to translating collected information into direct and personalized advantages for each public profile. Clube BK has been more than an advantage for fans of the brand, but also a strategic proposal for the company”, he concludes.
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