Jimmy John’s has updated its rewards programme to make it more gamified and experiential. The company announced the addition of achievement badges to its Freaky Fast Rewards programme, which will include challenges as well as digital badges and rewards. The company’s first achievement badge, “The Gauntlet,” is earned when a rewards member purchases all 25 Jimmy John’s core menu sandwiches by March 15. Customers who reach this goal will receive a Jimmy Chips beanbag chair.
Jimmy John’s will be releasing new badges throughout the year, though some will be less ambitious than The Gauntlet. According to the company, the new benefit is based on MyPanera’s relationship-based loyalty programme, in which members are rewarded based on the frequency of visits, spend, and their individual purchases and preferences, instead of a transactional points system.
Loyal customers spend more time at convenience stores. In fact, convenience stores, and in-store loyalty check sizes have surpassed inflation. C-store loyalty members spend more than other customers on average each year, and fuel visits for loyalty member customers are expected to increase significantly. Furthermore, the most loyal c-store customers visit businesses one or more times per day.
According to Preshit Parab, Analyst at Quadrant Knowledge Solutions, personalized offers and challenges are significant opportunities to increase frequency and loyalty. Gamification is not necessarily the future of rewards programs, but it is something to be valued in the rewards journey. In a world full of expensive subscription programmes, Jimmy John introducing a free pass to their real food that will provide more value to their community than ever before.
Preshit Parab, Analyst, Quadrant Knowledge Solutions.