TECHNOLOGY | Staff Reporter, UK

Vital Ingredient replaces loyalty card with mobile app nationwide

The healthy food chain launched its first consumer app nationwide.

The app is designed to streamline the loyalty process and allow customers to order food and drink for collection, as well as pay with the app. It will provide a more efficient process for collecting, viewing and spending loyalty points, as well as access to nutritional information and menus. The app is available from the App Store and Google Play. Future developments will include a delivery function and online ordering from the website. 

‘Customers being able to order delivery and collection was always a main requirement when we began developing the app. It’s a key feature to help manage the queues in stores at peak times, and really streamlines the ordering process from start to finish,” Vital Ingredient MD Paolo Peretti said.

“The app makes it possible to order and pay in advance, then just pop in and pick up the order from a designated fridge area. Research suggests the feature will be extremely popular and we look forward to looking at uptake over the next few months.”

Andrew White, CEO of Preoday said, “Customer loyalty is critical to any hospitality business, and we are pleased to have been selected by Vital Ingredient for mobile and online ordering in their updated loyalty programme. Vital Ingredient’s customers can order, pay and collect loyalty points from wherever they happen to be in just a few taps then collect their order from their nearest branch. By being able to pre-order, customers will experience a superb service." 

“Preoday sends all online customer activity and data in real-time for analysis; it’s the best way to keep up with what customers want. With 100% data accuracy, businesses know which personalised offers resonate most with customers.”

In the future, Vital Ingredient plans to introduce a push notification function to attract passers-by with weather-related offers for example, and targeted offers and discounts for different stores.

The app is being soft-launched in March with a migration of existing Club Vital members, before moving to encouraging new members, with a target of 50,000 by the end of 2017.

Photo credit: Vital Ingredient Facebook page

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