In an effort to boost the number of downloads for its Colonel's Club loyalty app, KFC ran a generous promotion in the UK and Ireland earlier this year. Rather than just rewarding new users with a single freebie, KFC allowed consumers to enjoy free drinks for weeks on end.
The KFC promotion ran in the UK and Ireland between January and February 26th of this year. In exchange for simply downloading the Colonel's Club loyalty app, consumers we treated to a free hot drink -- no additional purchase necessary. Customers could choose between coffee, tea or hot chocolate and could come in as often as once a day. For those who ordered food in addition to their free drink, they could begin collecting rewards via the app.
The clever promotion demonstrates how brands can not only encourage consumers to download their loyalty app, but also how to get them into the store after they have downloaded it.
What Makes This Trend Stand Out
- Digital Loyalty Programs
- Brands can use digital loyalty programs, like KFC's Colonel's Club app, to reward customers and encourage app downloads.
- Promotions for App Downloads
- Offering promotions, like KFC's free drinks with app download, can increase user acquisition for loyalty apps.
- In-store Rewards
- KFC's promotion demonstrates how in-store rewards, like free drinks, can encourage customers to visit physical locations.
Sectors Adopting This
- Fast Food
- Fast food chains can create digital loyalty programs and offer promotions to increase customer engagement and in-store visits.
- Retail
- Retailers can use digital loyalty programs and promotions to incentivize customers to download their apps and shop in physical stores.
- Hospitality
- Hotels and other hospitality businesses can create loyalty programs and offer in-store rewards to encourage repeat visits and increase customer retention.
