When Rock and Ash opened its doors at Marina Square Link (Singapore) in July 2010, the owner, Mr. Chua Koon Teck, was already looking for a customer membership program.
His initial loyalty program was the traditional method which requires customers to fill out membership forms and carry cards. Only a handful of customers signed up. Then Chua discovered Taggo’s Fan Club solution, which makes it easy to use the restaurant’s existing Facebook Page as a loyalty program. Customers join by “liking” Rock and Ash and simply give their mobile number to the cashier whenever they pay.
With lots of customers now fans, daily updates on the Rock and Ash Facebook Page reach a large number of customers. This makes it very easy to inform customers of special promotions and activities at Rock and Ash. Thanks to these daily updates, customers are encouraged to come back sooner and more often.
One of Chua’s favourite features is that the Fan Club has dramatically increased repeat visits. A small increase in repeat visits can have a significant impact on profits. Previously estimated at 5% of sales, Chua now sees 30% of sales coming from repeat customers.
The Fan Club solution is free for merchants as it is sponsored by payment brands. Currently, the Rock and Ash Fan Club is sponsored by NETS, Singapore’s national debit card network, similar to Plus and Maestro in other countries.
Besides being able to identify fans, the act of checking-in customers at the point of sale produces a wall post on the customer’s Facebook Wall so that friends can see the Fan Club benefit at Rock and Ash. The wall post is automatically converted to a paid Sponsored Story ad which ensures that the message reaches a maximum number of friends.
In the month of February 2013 alone, over 10,000 friends of customers saw the wall post and Sponsored Story ads on Facebook. The restaurant received over 300,000 ad impressions, worth potentially hundreds of dollars, all free.