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Subway

The Brief

Friction Free Digital Vouchering Solution

Subway

Subway, one of the largest fast food chains in the world, had been using their existing paper-based customer voucher redemption service for a number years and they recognised that not only was it cost and resource intensive, but it also wasn’t a highly targeted means to deliver a compelling message to their customers. Subway approached Voodoo Park with a brief to develop a digital solution that would deliver great data and insight, which would allow them to be massively more customer centric with targeting their offers. The digital solution also hoped to help their time constrained front line with a smoother and less wasteful redemption solution.

The Work

Friction Free Digital Vouchering Solution

Subway

Using the new Voodoo Vouchers product, Voodoo Park ran Subway’s first digital voucher campaign from August to October 2017. The campaign was a tremendous success on both the deliverable and the redemption rate of the vouchers, resulting in Subway wanting to build a stronger relationship with Voodoo Park. The success led to Voodoo Park working closely with Subway on the next five campaigns in 2018. Using Voodoo Vouchers, we are able to take any kind of digital asset, whether that be a barcode, QR code or any other digitally readable resource and turn it into a unique, single use voucher that can be redeemed in store.

The Results

Friction Free Digital Vouchering Solution

Subway

Results from the first campaign were very positive, delivering an 18.6% redemption rate. Voodoo Vouchers has given a true, deep, actionable insight into Subway’s customers. Subway are now confident with understanding:

 

  1. Where in the country their vouchers are most popular
  2. What the most popular time for a specific voucher to be redeemed is.
  3. How many users visited the website during the campaign
  4. How many of each voucher has been redeemed

 

Since Subway has made the choice of switching to a digital voucher strategy with Voodoo Park, they have saved tens of thousands of pounds on advertising. The digital vouchers also give them much faster and accurate insight into how well their offers serve their customers, allowing them to produce hyper-targeted campaigns in the future and achieve even higher conversion rates.