Auntie Anne's Digital Strategy
Integrating a digital loyalty programme with social media, web and mobile for a seamless user experience.
Auntie Anne's, a global brand with a cult like following in the US, opened their first UK store in 2003. As a relatively unknown brand in the UK, Auntie Anne's had the mammoth task of not only driving footfall, but also encouraging business opportunities by targeting potential franchisees.
First approaching us back in 2013, Auntie Anne’s UK had one clear goal: to increase sales. To achieve this we identified five key areas: raise brand awareness, gain customer contact details, learn behaviours, reward loyal customers and increase the number of franchisees.
A digital loyalty platform
Next, we developed the ‘Pretzel Pass’ - an app based loyalty scheme to replace their previous card-based loyalty scheme. Instead of the old stamp-based system, customers receive points determined by the value of the purchase. In-store, staff have to simply scan a QR code within the app and the points are added.
Beyond the standard loyalty platform features, we integrated social media with the most recent posts being displayed, iBeacons to alert passing customers using bluetooth technology and push notifications.
The iBeacons are placed within the store to encourage footfall and work as a reminder to all loyal customers to enjoy a pretzel when they are in their local shopping centre.
In addition to consumer-side marketing, we also created a bespoke CMS platform (Pretzel HQ), allowing all staff to update store details and integrate the loyalty scheme app into front desk technology.
Digital brand management
Since 2014, we began managing and maintaining the Auntie Anne’s UK’s online presence. We have achieved this via creating yearly and monthly content plans which include monthly social media campaigns, complaint management and monthly reports.
Thanks to the data gained from the Pretzel Pass app, our marketeers are now able to tailor content to specific demographics, monitor and react to spending habits and send newsletters to Auntie Anne’s UK loyal customers. We create and manage these newsletters and are sent out bi-monthly.
Since the beginning of our partnership with Auntie Anne's they have seen incredible results.
loyalty app downloads
increase in Facebook fans
increase in Twitter followers
We have been working with the Eden team for over 2 years now and have been hugely impressed with the quality of their work. They are a committed and knowledgeable group and have worked hard to meet the tight deadlines we often present them with. I would not hesitate to recommend their services.