Baskin-Robbins Rewards, which launched in December, takes cues from other brands’ loyalty programs even as it seeks to stand out on its own.
This includes lessons the Baskin-Robbins team took from loyalty efforts and mobile apps at its sister banners under parent company Inspire Brands, including Jimmy John’s, Dunkin’ and Buffalo Wild Wings, according to Jerid Grandinetti, VP of marketing and culinary at Baskin-Robbins.
“It took us a little bit longer than we had hoped to get the program up and running,” Grandinetti told CX Dive. “I always say I'm impatient when it comes to positive change, but we did want to take our time to make sure the program was flexible and really could be tailored to maximizing value for guests.”
The result is a program that incentivizes a visit right from the start with a free scoop of ice cream upon enrollment. From there, Baskin-Robbins Rewards aims to balance complexity and convenience through rewards that are simple and convenient to earn but with a variety of redemption options.
Balancing simplicity and choice
Baskin-Robbins Rewards was designed with an eye toward ensuring customers get rewards that fit their preferences without making the program overcomplicated.
While the rewards program offers flexible redemption options — and customers can combine up to three rewards in a single transaction — earning points is a simple process. Baskin-Robbins Rewards members earn a visit credit for every transaction of at least $1 on most items.
“There's a very big difference between value and effective value,” Grandinetti said. “And I think what we've learned is that our offers need to be simple, they need to be consistent, they need to be compelling, and they need to match guest behavior.”
Not all customers visit Baskin-Robbins for the ice cream, which is why the loyalty rewards span categories including beverages and cakes.
For instance, a customer who usually purchases drinks can redeem their rewards for savings on more beverages, or use them on a cake instead, according to Grandinetti. Baskin-Robbins may incentivize shoppers to try a particular kind of item through special offers, but loyalty rewards can be used however the member prefers.
Looking beyond monetary rewards
While bundles and discounts are often top of mind for loyalty members, Baskin-Robbins integrated other benefits, including account badges for completing tasks and integration with its mobile app, to help the program stand out.
“One of the things that I think separates Baskin Robbins from other ice cream brands, and even some other quick service restaurants, is we focus a lot on fun,” Grandinetti said. “There needs to be a denominator of levity.”
Badges, once earned, are permanently added to a loyalty member’s account as proof of completion. Badge tasks range from ordering a new menu item within a certain time frame or purchasing a certain kind of item multiple times.
While the badges offer an incentive to make frequent visits, they also offer the fun of “getting the bragging rights or street cred” for gathering them, according to Grandinetti.
The promise of bragging rights doesn’t preclude monetary benefits. Some badges carry financial rewards such as discounts, and customers can earn the usual visit credits when they make purchases to complete badges.
In addition to simplicity and choice, the loyalty program emphasizes convenience. Customers can sign up for Baskin-Robbins Rewards by itself or join the program through the ice cream company’s app, which carries its own benefits.
“When I think about people making dessert choices, we want to make sure that we're incentivizing them to choose Baskin-Robbins,” Grandinetti said. “And at the same time, we need that experience to be seamless. So we've worked really hard to make sure that our entire menu is available through more mobile ordering.”
