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.
“Since launching our Fan Club in December 2011, I now have more
than 1,000 registered members,” said
Chua.
In addition to making it easier to sign up new loyalty
program members, the Fan Club also dramatically increases fans on Facebook.
“Prior to the launch of the Fan Club, it took me six months
to get 200 likes and I thought it would take a few more years to reach a
thousand fans. With the Fan Club, I passed the 1,000 likes mark in less than
six months and now we are aiming for 2,000.”
“With this number of likes, my updates on the Rock and Ash
Facebook Page reach out to more fans and their friends. This makes it very easy
to inform them of special promotions and activities at Rock and Ash.”
The Fan Club solution was designed for ease of registration
for customers and ease of use for cashiers. Customers see posters at the shop
promoting the Fan Club and can easily join in with their mobile phone by
scanning a QR code or entering the advertised URL in any browser.
Upon payment, customers simply give the cashier their mobile
number for fan verification at the point of sale.
“Our cashiers can verify the customer’s fan status in less
than five seconds,” said Mr Chua. “Which means that there are no delays at the
counter.”
The Fan Club solution is free for merchants as it is
sponsored by payment providers like MasterCard, NETS and PayPal. 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.
“A traditional CRM solution that allows me to identify
repeat customers would have cost me about SGD5,000 or more. I appreciate that I
can have a similar solution free, sponsored by payment brands like NETS,” said
Chua.
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, sponsored by NETS.
For more information on Fan Clubs, please email info@taggo.me.
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