Iconic bar firm Baa Bar has launched an Essentials loyalty card to gives customers who subscribe to the scheme numerous exclusive offers and benefits, including big discounts on selected drinks.
Designed and developed with IT specialists GS Systems and run via Baa Bar’s EPOS solution, the swipe and save Essentials card allows cardholders to earn points every time they buy drinks.
“This is a really great added value scheme for all our customers. If they spend a £1, they automatically receive ten points. Once they have accumulated 750 points they are sent a voucher for free drinks or special Baa Bar merchandise. The cards also enable Essentials members to beat the queues on busy nights,” said Iain Hoskins, Baa Bar’s marketing and brand manager, who was responsible for developing the scheme with GS.
“Available at the bar for a mere £3, the cards easily pay for themselves many times over. Once they’ve bought the card, they manage their accounts online via the Baa Bar Essentials dashboard. All they have to do is sign in to the account and enter a valid e-mail address and password. Once logged in customers can view their points total, update personal details and most importantly redeem points for vouchers,” said Iain.
Essentials was also used to promote the Baa Bar brand to thousands of university students across the north west during freshers’ week earlier this Autumn.
GS Systems installed over 70 EPOS touchscreen terminals and a head office central management solution for the multiple chain earlier this year to improve cash and stock management and business reporting. The solution was designed so a complete cloud-based customer loyalty package could be activated at a later date with Toshiba A10 EPOS terminals fitted with card swipes.
“The cards are simply swiped through the EPOS terminals at the point of purchase once they have been activated online via an integrated portal on Baa Bar’s website. Cards can only be authenticated once customers have entered personal details online, including a valid e-mail address,” said GS Systems loyalty specialist Stuart Wearing.
“The beauty of Essentials is threefold. First, it allows Baa Bar to directly target and reward customers, whenever they purchase drinks or food, cutting out the wastage associated with voucher schemes run in magazines and via printed flyers. Second, the success of the scheme can be tracked in real-time and adapted to meet immediate sales requirements. Third, Essentials eliminates the need for expensive printing, production and distribution costs, which can easily spiral out of control. With Essentials you get cost certainty and feedback about the impact of your activity,” said Stuart.
The Baa Bar brand, first launched in Liverpool in 1991, has been credited with trailblazing the bar scene in the north west with its groundbreaking late night bar concept. There are now eight Baa Bars in the portfolio in Liverpool, Manchester and Nottingham with the latest addition recently launched in Leeds.
Issued on behalf of GS Systems, 119/121 Buxton Road, Stockport, Cheshire, SK2 6LR (www.gs-systems.co.uk)
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