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A Tasty Loyalty Program from The Soup Spoon Singapore

Here’s the lowdown on The Soup Spoon Loyalty Program called Souperholic.  This is a good example of an attempt to enable digital loyalty through mobile and the web. It is very much in the mold of a loyalty 1.0, transaction based (please do read this great book Loyalty 3.0 to learn more about how far loyalty programs have come). As a customer I get rewarded for the more purchases I make. They have done a good job here of allowing you to redeem for whatever you want in the form of discounts, but there is no community involvement meaning if I am not making a purchase, The Soup Spoon isn’t tracking me and my only motivation is to come back for some savings or adding on of points.

To see why and how that matters, lets take the case of where they want to target customers who have some points in their account (like me) but haven’t made a purchase recently. Scan below to read our review on how they are handling Loyalty Marketing, and what our platform Gimmie could add.

We’ll start first with an overview of the mechanics and our Field Test.

Souperholic Customer Setup

First, users can get a free plastic Loyalty Card when they enter the store.

You need to register your details online to unlock the full benefits (and the ones we care about, such as mobile redemption etc).

Souperholic online registration

Souperholic online registration

Once that is done you can login on the site to track your profile:

souperholic transactions & points

souperholic transactions & points

From here, users can download the iOS app and link the Email/Password from the web to the iOS. To recap we have:

A) Barcode with Loyalty ID number (that is on the physical card)

B) Users enter in the registration number from the physical card on the web and mobile (Web portal to see transactions and account)

c) Users get a digital barcode on the mobile APP (a digital version of the card)

Note: there is also the ability to key in the users phone number to the account, which allows for a user to enter in their number at registration and earn points by telling the cashier their number (but without the ability to redeem using the number)

Souperholic mobile app

Souperholic mobile app

The Gimmie Loyalty Field Test

Now, lets go through an actual field test for the Soupspoon digital loyalty program Souperholic !
Location tested: Soupspoon   at Raffles City. The original Soupspoon store in Singapore opened in 2002, and now combined with The Handburger.

The Soup Spoon Union Store Logo

The Soup Spoon Union Store Logo

We’re ready to checkout with the app and a drink in hand ( we already were full from soup 🙂

Souperholic ecard

Souperholic ecard

The cashier takes our phone and scans the digital barcode to the barcode scanner attached to their POS

souperholic ecard barcode scan

souperholic ecard barcode scan

The receipt printout shows an indication of the points deduction  ($1=100 points) and our app account balance is also updated

souperholic redemption receipt

souperholic redemption receipt

In summary the process after the setup is pretty painless. The method of scanning the barcode on our our phone is identical to that of the physical card and takes about the same time. The casher validated our purchase amount in his POS terminal which then was able to update my account online and on the app, and also give me a printed receipt.
Overall, the process went as expected.  Now lets see how the Soupspoon promotes this program.

Loyalty Marketing online and social

A quick lookup of the SoupSpoon Facebook page
reveals no dedicated Loyalty App or any promos apparent as of this writing.

Loyalty Marketing of Soupaholic through email

We did like that there was an email sent that reflected our current points and expiration. However, we feel there was also a missed opportunity to pull us back to the brand and store.

They could for instance, know that maybe I just liked or shared The Soup Spoon on Facebook and send me a message saying I just got some bonus points to spend, or maybe they want to remind me of a new promotion exclusive to  Souperholic members.

Using Gimmie  we’d easily be able to create a unified profile of a customer’s social, digital and transactions in one account and target accordingly.But, instead we get an email that is obviously not targeted or personalized.  Therefore, this feels like I am not getting anything special as a Loyalty Member.

My points are expiring in September of 2014, but I am getting this ‘reminder’ in October 2013. Would you care if someone tells you you only have 1 year to claim $2.50 worth of soup/drinks ? The lack of urgency in this loyalty marketing is a problem that plagues a lot of Loyalty 1.0 based systems because you only can follow up in regards to points expiry.

souperholic points expiry

souperholic points expiry

In store promo:  Kudos for nice job of putting their loyalty program front and center in the in-store marketing.

Souperholic programme brochure

Souperholic programme brochure

Program Background:

This program was done with inhouse support and with the help of integration partners for the CRM, and to see the amount of resources required, you first need a marketing manager to oversee the program.

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Next you need an IT person to manage the ongoing system.

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Finally, you need either your integration partner or website/application developer to make the app (we estimate about 4-6 weeks of development time).

This type of dedicated support is great. But if you can’t afford to have such, then you are in luck because we have A) Community Managers who are ex Skype, MTV, SPH, B) Technical Team  and C) the platform already built for you.

Ideas on how to make a better version of Soupaholic :

1) Link the Facebook contents, and email campaigns to the loyalty program. Reward the social events and create new fun experiences on the mobile app you can complete only at store.  We advise to better segment the customer database, and tailor the messaging.

2) Enable your own Foursquare like Check in system, and tell your users who the Top fan of the month is or the mayor of Raffles.   At Gimmie,   we call this Mayorship.

3) Add in a mobile web  digital loyalty card experience for non iOS users. This makes the product more scalable and easier to maintain.  We have a new product called Wallabie that can do just that.

Comments/ Questions? How would you look to improve the program? We’d love to know.