The Big Table Group

Introduction

In a highly competitive environment, TBTG recognized the need to rapidly introduce a mobile app-based loyalty program across its brand portfolio to enhance customer engagement and retention. Without an appetite for a lengthy, theoretical journey, TBTG required a live solution that could be implemented quickly and effectively.

Through our partnership with Bloomreach CDP and marketing automation solutions, TBTG was introduced toTRIFFT’s integrated offering, which combined hosted touch points, dynamic loyalty administration, and the flexibility to integrate with TBTG’s complex tech stack while supporting the distinct identities of each brand.

Challenges

• Loyalty Program Implementation: TBTG needed a scalable and flexible loyalty program that could berapidly deployed across multiple brands with distinct identities.
• Technical Integration: The solution needed toseamlessly integrate with TBTG’s existing, complex EPOS system whilemaintaining brand-specific experiences.
• Customer Engagement: The key objective was toincrease covers, drive up visit frequency, and boost bill sizes throughengaging, gamified experiences.
• Data Utilization: Effectively utilizingcustomer data for targeted marketing and personalized content delivery wasessential to the program’s success.
• Collaborative Management: The challenge was toprovide a group-managed solution while collaborating closely with individualbrand marketing teams on loyalty content execution.

Solutions

TBTG, in partnership with TRIFFT and Bloomreach, developed and piloted a comprehensive approach with Las Iguanas, a vibrant brand within the group known for its Brazilian cuisine and cocktails.

Technical Integration: We integrated the mobile app with the ZONAL EPOS system, maximizing the use of the existing technical infrastructure. The mobile app featured gamification elements, such as a spinning wheel, to enhance user engagement.

Data Integration and Automation: A 2-way integration with the CDP was implemented, enabling the seamless flow of customer data between the loyalty app and the marketing automation platform. This allowed for the orchestration of scenarios where coupons and contests were triggered in TRIFFT, and personalized content was delivered via the app and push notifications.

Loyalty Expertise and Upskilling: We brought in loyalty experts to help TBTG’s team build internal capabilities, tweak the loyalty concept, and refine operations, ensuring the program’s long-term success. Best practices were shared to enhance the execution of loyalty initiatives.

Ad Hoc Activation Schemes: We supported TBTG with the implementation of ad hoc activation schemes to further boost customer engagement and retention.

Project Results

• ‍App Adoption: The mobile app quickly became one of the key marketing tools for TBTG, boasting a highly active member base.‍
• Continued Expansion: The use cases for the app have continued to expand, with ongoing realignment to the evolving tech stack and deeper integration with systems like order & pay and booking.‍
• Coupon Redemption: Over 100,000 coupons were redeemed through the app, demonstrating high engagement levels.‍
• Secondary Channels: Digital wallet cards were implemented as a secondary channel, providing additional engagement opportunities.‍
• Multi-Brand Launch: Following the success withLas Iguanas, the program was expanded to Bella Italia, with clear plans for further brand rollouts within the TBTG portfolio.‍
• Increased Customer Spend: Loyalty program members exhibited a 28% higher bill size compared to non-members.‍
• Return Visits: Customers using the app were 6x more likely to return compared to those without the app.‍
• Active Member Base: 35% of the member base remained actively engaged with the loyalty program.

This comprehensive loyalty program has not only enhanced customer engagement across TBTG’s diverse brand portfolio but has also driven significant business results, including increased customer spend and return visits.