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Subway adds geo-targeted promos to its Subcard

Friday May 23, 2014 at 4:12pm
Subway is updating its loyalty Subcard mobile app with additional functionalities that include geo-targeted promotions. The upgraded app for iPhone and Android is part of the brand’s growing focus on mobile development and improving access to healthier choices for customers. The new update will offer a ‘What’s New’ news feature as well as personalised deals and offers based on users’ locations through geo-targeted promotions. These promotions will be delivered through push notifications and alert users of regional offers as well as the launch of new national deals and competitions. The first of these national competitions, The Great Subcard Giveaway, coincides with the launch of the new update, offering registered Subcard users a 1 in 4 chance to win a number of prizes including Subcard points, free 500ml drinks and Love2Shop vouchers every time they scan their Subcard in store before 10th June 2014. All registered users with a qualifying purchase will also be entered into a grand prize draw to win a £5000 holiday. In addition to the new update, customers will be able to use the Subcard app to keep track of their loyalty points and see how many they require to be able to claim one of a range of Subcard rewards which includes a free 6 inch or Footlong Sub or flatbread, or hot drink. Shetal Bhatt, European Subcard programme manager at EIPC, a non-profit making organisation owned by Subway Franchisees in Europe said: “The Subway brand was the first QSR to introduce a mobile loyalty app, and we’re committed to constantly developing to make sure we continue to provide the best possible service to customers. The updated app provides a much more personalised experience, giving customers offers that are completely relevant to them.” Manaaz Akhtar, regional marketing director for the Subway brand in Europe said: “Giving customers choice is at the heart of the Subway brand, and the new updates to the Subcard app make this even easier.” The Subway brand is investing heavily in the mobile development of the programme in response to consumer demand for mobile convenience, with a third of all new registrants being created in the app. Customers who use the Subcard mobile app visit a Subway store 3.5 times more regularly and spend on average 22p more per visit than traditional plastic card users.
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