The opportunity
Subway launched SUBCARD™ in late 2006, and the uptake through store distribution has been staggering, with hundreds of thousands of users. Those that registered their card were offered additional benefits. We were asked by Subway to develop a CRM strategy and ongoing communication programme for the registered base.

The solution
We have developed a lifecycle strategy involving a regular points statement to keep SUBCARD™ holders aware of the card, their points earnings and expiry, and to deliver regular sales messages. In addition, we have introduced lifecycle communication elements like welcome emails and birthday benefits. Over time we will be able to expand our activity through insights from datamining. We’ve also been able to expand the programme to include a subset B-B programme to those involved in office catering, and developed the system capability to allow us to use the SUBCARD™ as an instant win sales promotion enabler.

The result
Overall the SUBCARD™ programme is a huge success. Performance of registered users is significantly higher than that of unregistered, demonstrating the value of the communications programme. eDM activity delivers regular spikes in activity, and elements such as the Welcome email are delivering high percentile repeat visitation over a short space of time. The extension of SUBCARD™ as a sales promotion tool has not only allowed Subway to run major promotions at a far reduced cost, but has also consequently driven significantly increased sales.

Awards.
2008 Marketing Association Nexus Awards – GOLD – Innovation

2008 Marketing Association Nexus Awards – SILVER – Strategic Vision

2008 Marketing Association Nexus Awards – SILVER – CRM and Data Management

2009 Marketing Association RSVP Awards – Gold – Loyalty Programme

2009 Marketing Association RSVP Awards – Grand Prix