You can run different types of campaigns catering to different business needs. There are 3 types you can choose from:

1. Drive Adoption: The more customers that you have using the app, the more you are able to effectively engage and retain. These campaigns are designed to help you get more people using the app.
2. Engage: These campaigns are focused on driving the customer behaviours that are most valuable to your business.
3. Retain: It's far easier to retain an existing customer than it is to win a new one. Retain campaigns help you to reward loyal customers so they keep coming back and win back those that look to be slipping away.

1. Drive Adoption Campaigns

These campaigns encourage your customers to transact using the mobile app so that you are able to target them with Engage and Retain campaigns.

First Transaction Campaigns

This rewards your customers for making their first transaction at your store(s) using the Neal Street Rewards app. The campaign is triggered when customers make their very first purchase with the app at your store.

Example campaigns:

• "Download the app and receive 50% off your first hot drink"
• "Get double points when you make your first transaction with the app!"
• “Make your first transaction with the app to get a bonus loyalty stamp"
• "Get double points when you make your first transaction with the app!"

Note: This campaign is most effective when it is supported by in-store communications as customers might not have downloaded the app yet.

Early Adoption Campaigns

This campaign encourages your customers to engage with you via the app within an introductory period of downloading it to their phone:

Example campaigns:

• "Get double points/double loyalty stamps on all transactions in your first week"
• "Earn double loyalty points on your first 3 transactions"
• "Earn 4 loyalty stamps in your first week and we’ll give you 4 bonus loyalty stamps"
• "Get 30% off all hot drinks you purchase in your first week"

Note: This campaign will be communicated in the app but it is most effective when supported  by in-store communications.

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2. Engage Campaigns

There are 5 different Engage campaigns to choose from - each designed to help drive the customer behaviours that will be most valuable to your business:

Increase Spend Campaigns

This campaign encourages your customers to spend more in a transaction by rewarding them when they spend over a certain threshold.

Example campaigns:

• "Earn double points on transactions over £X”
• "Spend over £X before 9am and get a free hot or cold drink"
• "Earn 100 loyalty points on transactions over £X"
• "Spend £X [this week at site x] or more and earn double loyalty points"
• "Get a free iced coffee/hot drink when you purchase over £X worth of breakfast menu items"
• "Earn double loyalty points on every purchase in [April]"

To have a better understanding of this campaign's potential, have a look at those real life case studies:
Caffè Nero's Christmas Cracker
Free Chips Friday
York University increases its average transaction value

Product Push Campaigns

This campaign encourages your customers to buy more of a certain product range or try certain products for the first time. This is particularly helpful when launching new products.

Example Campaigns:

• "Double stamps on all fresh sandwiches after 4pm"
• "Buy a regular Latte and get one of our new Iced Lattes for free!"
• "Get a free hot/cold drink when you spent £X or more"
• "Double loyalty points on when you buy any item off the breakfast menu"
• "Earn an extra loyalty stamp when you buy our new x drink (seasonal drink)"
• "Try our new hot/cold drink and get 50% off your first purchase"

See how Caffè Nero used the Product Push Campaign here. 

Time Shift Campaigns

This campaign encourages customers to shift their purchases to certain times of the day. This can be used to even out queuing during busier times by tempting regular customers to visit half an hour earlier or later.

Example Campaigns:

• "Get 30% off breakfast items after 11am at certain outlets"
• "Get a free chips voucher if you buy an alcoholic drink between 3pm and 4pm on a Monday"
• "Earn double loyalty points when you buy any item off the breakfast menu before 9am"
• "Earn double loyalty points when you buy a hot drink between 7:30am and 9am every Friday"
• "Earn double loyalty points when you buy a hot drink before 9am. Only available at certain outlets"

Day Shift Campaigns

This campaign encourages customers to shift their purchases to certain days of the week. This is particularly helpful when trying to increase footfall during the quieter days of the week. 

Example Campaigns:

• "Earn 200 extra points for every transaction over £X on a Sunday"
• "Earn Double points for every transaction this Tuesday!"
• "Earn double points on hot drinks between 7:30am and 9am on Fridays"
• "Earn 200 loyalty points for every transaction over £X on Saturdays and Sundays"
• "Earn a free hot drink when you make your first app purchase at our new x store"

Discover what impact the Day Shift Campaign had on Hop's revenue and footfall here.
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Location Discovery Campaigns

This campaign encourages your customers to visit a certain outlet or outlets. This is particularly helpful when opening a new store or encouraging your customers to visits stores that they might not have been to before.

Example Campaigns:

• "Earn a free hot drink when you make your first app purchase at our new x store"
• "Get 50% off your 5 first purchases at our new x outlet"
• "Discover the x outlet this week and we'll reward you with a free hot drink!"
• "Earn double points on hot drinks before 9am at certain outlets"
• "Spend £X or more and receive double loyalty points at x, y and z outlets"
• "Visit our new x outlet this week and we’ll reward you with 100 loyalty points"

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3. Retain Campaign 

Those campaigns are designed to reward the customers for achieving various loyalty milestones (stamps, visits), or encourage customers who seem to be slipping away to come back to your stores.

Stamps Milestone Campaigns

This campaign rewards customers that have earned a certain number of stamps in their lifetime. This should be a large milestone which only loyal customers reach. You can setup as many milestones as you like.

Example Campaigns:

• "You've earned over 100 stamps in total! Here's a bonus hot drink to say thank you!"
• “Get a free hot drink for reaching x amount of loyalty stamps”
• "Great work, you've now earned over 100 stamps from us! Here's a bonus hot drink to say thank you!"
• "You’ve earned over 100 stamps in total! Here’s a free hot/cold drink to say thank you for your loyalty!"
• "You’ve now earned over 50 loyalty stamps!  We’ve got a little surprise for you in your vouchers section to say thank you for being a valued customer!"
• “You’ve now earned over 50 loyalty stamps!  We’ve got a little surprise for you in your vouchers section to say thank you for being a valued customer!”

Note: This campaign does not require an announcement as it is a reward, rather than an incentive.

Visits Milestones Campaigns

This campaign rewards customers that have visited a certain number of times in their lifetime. This should be a large milestone which only loyal customers will reach. You can setup as many milestones as you like.

Example Campaigns

• "You’ve now visited us over 100 times! Here’s a free hot/cold drink for the next visit to say thank you!"
• "You’ve now visited us over 20 times! We’ve got something special waiting for you when you visit us next"

Note: This campaign does not require an announcement as it is a reward, rather than an incentive.

Win Back Campaigns 

This campaign encourages customers that look to be slipping away to return to one of your stores. It rewards customers who transact with you after a certain period of inactivity.

Example Campaigns:

• "We haven't seen you for a while. Come back in to one of our stores in the next 7 days and we'll give you a free hot drink to show you how much we miss you!"

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When should I run the Campaigns? 

Stay informed about key marketing dates and have a look at the commercial campaign calendar we created especially for you. It’s comprises of playful themes and campaign ideas from April 2018 to March 2019. 

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Once you've decided which campaign type suits your needs best, you're ready to set up your campaign!