Roadchef, one of the UK’s leading motorway service station operators, approached Star Digital to pitch an idea for a mobile app to complement their deal based marketing strategy.
One of the issues facing the brand was that its customers generally stopped to use the ‘facilities’ but didn’t generate any secondary spend. The web site didn’t generate much interaction, and email marketing was becoming ineffective.
A deal based mobile App was proposed alongside a fully responsive web site build with a strategy to put deals front of mind with customers.
The App was built with usability in mind and is the perfect platform to fulfill users’ needs with branded promotions. To provide the best App experience the App utilises GPS technology in order to obtain the location of the user to ensure the appropriate service station is shown and offers up the relevant promotions.
The promotions for each brand run on a schedule, which enables different promotions to show depending on the time they are viewed. They are controlled using a portal that populates the App in real time. Deals are timed and change throughout the day to reflect purchaser intent. Breakfast offers in the morning, through lunch, dinner and then coffee deals through the night.
Deals have a code displayed clearly on the phone screen that is shown at the till and the discount is applied to the transaction.
The App has full Google Analytics tracking to ensure monitoring and management is available and to track any goals.
A great feature of the App is that Roadchef are able to manage and upload these promotions themselves.
The app launched on both iPhone and Android versions, and a point of sale campaign at all locations using a QR code helped to deliver in the region of 17,000 app downloads.
All redemptions are tracked via the till based EPOS system and reports on, and the marketing team at Roadchef dynamically change deals by time and location to maximise secondary spend at each location.
The app has proved very popular, and constant improvements are being made to deliver to a wider audience including Coach Drivers and HGV Drivers.