Star Pubs invests £180k in rolling out loyalty card

Star Pubs has revealed that it is investing £180,000 in rolling out a loyalty card that will enable operators of its 190 Just Add Talent community and premium pubs to reward their regulars.

Pilot sites saw repeated and sustained use of the Pub Perks cards, which give users points on their purchases of food, drinks and snacks. Star pubs revealed that 85% of cards were used multiple times a week with no drop-off in regularity over the six-month long trial.

Trials where users were given bonus points during certain hours of the day increased dwell time and spend. In addition, six out of 10 card holders signed up to email marketing about the pub.

Card users receive points on all products they buy at the pub, including food for functions, regardless of the day or time. Once they have collected 1,000 points, they can claim £1 off their next purchase.

Cathay Olver, Star Pubs retail director, said: “We know from talking to our customers that they favour loyalty cards with a straightforward mechanic and the facility to redeem their points promptly. Pub Perks’ simplicity is key to its popularity; there are no limitations on when cards can be used, complicated T&Cs or further steps required to redeem points, such as downloading vouchers.

“The ability to build up an in-depth understanding of our customers and their spending habits is another major benefit of Pub Perks. We will be using this to develop tailored offers and targeted promotions for our customers. Pub Perks has had a tremendous response from customers and JAT operators alike.”

She added: “Importantly, it also reinforces a sense of connection, belonging and being part of a community that is central to any good local. Operators love having more support to help them build a good following of regular customers and demonstrate appreciation of their custom.”