A daily rhythm, modest baskets
The morning baguette, the weekend pastry, the lunchtime sandwich: your regulars come often, and each visit weighs little. That is a strength for loyalty, because the reward can come in one or two weeks, and a weakness, because a complicated programme does not survive a queue.
The competitor is not far away: it is the other bakery in the neighbourhood, or the supermarket's bread section. The card is there to tip the morning choice your way.
The rule: one stamp per visit
With baskets this similar, counting euros adds almost nothing: one stamp per visit is enough, and the customer understands without explanation. The digital card shows the boxes to fill, and the reward can be read at a glance.
In AnkorCard, the card shows as many boxes as your highest reward: a reward at 8 stamps gives an 8-box card, which does not go beyond 8 until the reward is used. You also choose the stamp icon (a tick, a croissant, a heart…) from your account.
Rewards you can eat
- A pastry or a hot drink: inexpensive, desirable, eaten right away.
- A free baguette: speaks to everyday regulars more than a discount.
- A birthday voucher, in the customer's name and dated, for a cake or a treat.
Avoid percentage rewards: on a three-euro basket, a discount goes unnoticed, whereas a free croissant gets noticed.
Not slowing the queue
The customer holds out their phone, the seller scans the card's QR code, the stamp is credited: a few seconds. The scanner runs on a phone or a tablet near the till, and each seller can have their own account.
In the morning, when the queue grows, nothing obliges you to offer the card to everyone: keep sign-ups for quiet moments, and leave the sign-up QR code on display in the window or near the card terminal.
Offering the card at the right moment
The best moment is when the customer pays with their phone: they already have it in hand. Signing up takes about thirty seconds (first name, email) and the card joins Apple Wallet or Google Wallet. Credit the first stamp right away: a card already started makes people want to fill it.
Filling the afternoon
Most bakeries have a lull between lunch and the end of the school day. A stamp multiplier on that time slot, for example two stamps between 2 and 4 pm, gives a reason to come at that moment. Announce it once with a message on the card.
Messages show on the lock screen of customers with an iPhone: a special batch, the seasonal cakes, a holiday closure. Two or three a month are enough.
Following the results
After a month, look at the number of sign-ups, the number of visits per customer and the rewards used. The list of best customers gives you the first names of your regulars, the ones you greet by name. For putting it into practice, see the bakery loyalty card page.