To reward consumer’s loyalty through mobility
With more than 45 years of experience, Grupo VIPS is one of the leaders in the Restaurant industry in Spain. The company operates 6 renowned chains of restaurants: VIPS (cafeteria-restaurant and store), Ginos, T.G.I. Friday’s, The Wok, VIPSmart, and Starbucks Coffee; and has become a reference due to its presence in 20 Spanish provinces and its more than 342 stores, including Lisbon and Porto (Portugal). The group serves over 120.000 customers daily and has over 2.000.000 followers in social networks.
In 1996, Grupo VIPS launched “Club VIPS”, an innovative, free and multibrand loyalty program, to engage with consumers of its different restaurants by offering customized promotions and discounts, as well as the accumulation of “EuroVIPS” to exchange on subsequent visits; all in one physical card. Throughout the years, Club VIPS has represented a unique proposal in the sector. Today, more than 2.8 million members confirm its model’s success.
In a country that is more connected everyday (in Spain, 8/10 cell phones are smarts), it was critical for Club VIPS to transform a traditional, successful loyalty program from a completely digital perspective to one that enhanced its member’s experience in all the group brands. Also, the local regulations had established that restaurants should increase their services offered within mobile applications.
However, the challenge was bigger. Besides engaging with the current base of consumers through mobility, how to become a valid option for millennial consumers?
Gigigo has been involved in the project from the beginning and has worked on a global proposal that includes all the phases of the project, such as: conceptualization, design and development of the solution. Gigigo built a multi-disciplinary team (UX/UI, iOS, Android, Backend, Frontend and Infrastructure) to embrace the complexity of the project and make it possible to materialize the idea.
The evolution of the Club VIPS started with the design of a multi functionality mobile application that fully integrates Club VIPS CRM platform to guarantee the availability of the most complete portfolio of services for its current members, via digital. The ground-breaking design that merges interactive and fun elements make possible to offer an innovative and meaningful user experience to millennials, that positively impact on the interaction between all the VIPS brands and its potential consumers.
Some of the main functionalities included are:
#1 position in iOS and Android stores, permanently for 5 months
More than 300.000 downloads since its launch
130.000 active users in average
15% purchase tickets vs. the Club VIPS total tickets
More than 20.000 orders made from the app
3 – 4 monthly sessions per user
60% of the users’ base are represented by the 18 – 34 YO group