Gift Card as a Platform for Innovation and Customer Acquisition

Savvy support multi-channel sales via B2B and Gift Card Malls

Customer Overview

Established in 1898, Mitchells and Butlers is one of the largest operators of restaurants, pubs and bars in the UK, providing a wide choice of eating and drinking-out experiences through their well-known brands and delivering great service, quality and value for money to their guests.

If you’re looking for a drink or a bite to eat you’ll find a Mitchells & Butlers brand that’s perfect for you. They operate around 1,700 restaurants and pubs all over the UK and work hard each day to offer customers a great choice of quality food and drink, fast and friendly service and excellent value for money. Their success is based on innovation, listening to customer feedback and ensuring their passionate staff are the best trained in the industry.
Project Summary

Mitchells and Butlers first engaged with Savvy in April 2012 with a very clear understanding of what they wanted to achieve.

With the growing adoption of Gift Card programmes by high street retailers in the UK there was an emergence of hospitality brands starting to launch their own gift card programmes, and M&B were very clear in what was driving their interest in Savvy’s Gift Card offering:

  • They wanted a platform that would drive customer acquisition and underpin their marketing innovation strategies.
  • The project involved deploying Savvy’s Core platform initially via M&B’s credit card terminals supplied by Barclaycard and then switching in 2014 to a deployment via their Zonal EPOS tills, a platform that was already pre-certified with Savvy’sCore platform.

The M&B programme has since totally evolved to support multi-channel sales via B2B and Gift Card Malls, the development of the highly popular Dining Out Card product as well as supporting key innovation areas including Digital online sales, Customer Rewards, Staff rewards, Guest Care and other product use cases.

Back  in 2012 when Savvy were selected by M&B to be their Gift Card processor  there was a very clear plan at the onset, and a long-term vision of how the  solution could be developed and maximised to bring more than just a Gift Card  product to market.

The  key objectives and requirements were:

  • Phase  one launched physical cards in all of the M&B branded estate supporting  multiple card designs and accompanying merchandising material.
  • Launch  online sales for all of their brands selling digital vouchers. This involved  an integration between Savvy and M&B online digital provider.
  • Deploy  Savvy Core via Barclaycard credit card terminals for in-pub sales and  redemption.
  • Deliver  reporting tools that would not only delivery requirements for launch but also  satisfy long term objectives and meet all internal risk/ audit requirements.
  • A Go Live for August 2012.
  • Phase  two expand sales channel reach to include Gift Card Malls and B2B.
Project Results

The project completed successfully in August 2012 on schedule.

Gift Card Mall distribution was launched in 2013, and has continued to grow with the ‘Dining Out’ Card product becoming one of the most popular restaurant card products on the malls.

Today the M&B programme has thrived and has expended further and now includes:

  • B2B sales- physical and digital
  • Digital Coupons
  • Customer Care voucher (digital and physical cards)
  • Customer Rewards
  • Staff Rewards- Pride portal
  • Sales in Outlets
  • Sales in Gift Card Malls
  • Sales in digital Malls

“We are delighted with our decision to work with Savvy. They have consistently demonstrated a customer focused approach and have given us the tools to meet key business objectives in terms of increasing customer acquisition and retention levels. I highly recommend them.”

Partnerships Manager – Mitchells & Butlers


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