+78%customer value in six months
~15%of Hawaiʻi signed up in two years
The challenge
Zippy's needed to replace its Senior Club with a digital rewards program. Our kupuna customers made Zippy's what it is, so the program had to keep them. It also had to start a relationship with the next generation of Zippy's fans.
The insight
Any change needs two things: ease and motivation. Our longest-standing customers needed a hand to hold through the switch. Younger customers needed a brand that felt modern and celebrated them, not just the food.
What I did
- Kupuna firstWe started with direct mail to members of the Senior Club, so our longest-standing customers were brought along step by step.
- A brand that celebrates customersA modern, youthful look for Zipster Rewards that reflected the community and put customers ahead of the food.
- Make it easyBrochures and video tutorials gave every customer the help they needed to sign up.
- Make it worth itFor a limited time, a free Zip Pac after the first purchase as a Zipster. It was a significant offer, and it drove a highly successful launch.
- Personalize at scaleA digital promotions engine built on behavioral segmentation, with automated offer delivery.
The outcome
Customer value rose 78% in the first six months. After two years, nearly 15% of the state's population had signed up. The data and insight from the program became a key input to Zippy's strategy, including menu planning, operational investments and expansion.
Skills used
- CRM & Loyalty
- Go-to-Market
- Customer Insight
- Brand Strategy