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How Rock and Ash use their Facebook Page as a loyalty program Fan Club


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.”
One of Chua’s favourite features is that he can identify fans who have made repeat visits to his restaurant.


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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