SUBCARD® loyalty programme

About the Project

A mobile evolution




The development and growing popularity of smartphones provided an opportunity to develop the already successful SUBCARD loyalty programme further, with the creation of the first smartphone app for a loyalty programme in New Zealand.

The key objectives were to:

  • use the latest technology to improve the value of the SUBCARD programme to make it even easier for customers to be loyal
  • capitalise on the expanding smartphone market by developing an improved SUBWAY Mobile App
  • increase the value of mobile orders in the first six months to validate the investment made
  • complement the existing segmentation strategy largely delivered via email.

The results

For the first six months from launch, the total value of mobile orders saw an increase of more than 100% over the previous six months. Also:

  • the total number of mobile orders placed in the first six months more than doubled
  • more than 10% of orders have been placed from activated SUBCARD holders
  • the value of engaged, registered SUBCARD holders is 3x higher than non-registered SUBCARD holders.


Project Info

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