Checkers and Rally’s gamifies rewards program
A drive-thru restaurant chain is obtaining some serious results from an effort to make offers and rewards more fun.
Checkers and Rally’s is renewing its implementation of the Mobivity Connected Rewards solution, following a significant increase in rewards engagement and redemption rates, especially among customers who had not interacted with the brand for more than 90 days.
The retailer utilizes the solution to link offers and rewards to mobile game downloads and gameplay. As a result, Checkers and Rally’s has seen offer redemption rates for promotions tied to mobile games 35.3 times higher than standard offer redemption rates.
More than half (54%) of these gamified redemptions came from customers who had not engaged with the company in over 90 days. In addition, subsequent redemptions from participating mobile gaming customers increased by 2.5 times.
"We are thrilled with the consumer engagement improvements through Mobivity's Connected Rewards," said Scott Johnson, chief marketing officer of Checkers and Rally's. "Not only have we dramatically increased offer redemption rates, but the ability to re-engage our lapsed customers has impacted overall business performance. Through Mobivity's unique offer reimbursement program, we've funded additional marketing and acquisition efforts without increasing our overall marketing budget."
Over the last year, Checkers customers have received these mobile gaming offers by participating in their text club. Due to positive response from consumers, the company will be expanding the program to other channels, including the Checkers and Rally’s loyalty app.
"Partnering with Checkers and Rally's has been incredibly rewarding,” said Kim Carlson, COO of Mobivity, who shared her excitement about the ongoing partnership. “The consistent, strong results we've achieved together are a testament to Checkers’ innovative disposition and the power of Connected Rewards. Having seen similar results with other QSR and convenience brands, we’re excited to renew our annual partnership to reach new records together."
[READ MORE: Checkers & Rally’s rolling out automated voice ordering at the drive-thru]
Based in Tampa, Fla., Checkers and Rally’s parent company Checkers Drive-In Restaurants Inc. operates and franchises almost 800 locations of both Checkers and Rally's restaurants.
