Creating multi-channel gift card sales for Greene King

Savvy help leading pub retailer and brewer Greene King deliver multi-channel gift card sales.

Customer overview

Greene King is the country’s leading pub retailer and brewer, running over 2,900 pubs, restaurants and hotels in towns, villages and city centre high streets across England, Wales and Scotland. With a rich heritage of over 200 years, Greene King brew award winning beers and operate managed, tenanted, leased and franchised pubs from their headquarters in Bury St Edmunds.

http://www.greeneking.co.uk

Project summary

The initial requirement was to be able to sell physical gift cards via Gift Card Malls in 3rd party retailers such as Tesco, Morrisons, Sainsbury and Asda, however very early on in the project the scope of these requirements expanded to including selling and redeeming gift cards in their managed pub estate, selling gift cards online and also selling gift cards in to B2B Channels.

Furthermore, in 2016 Greene King acquired the Spirit Pub Company, purchasing over 800 pubs that operated over 6+ brands. When this acquisition was completed Savvy had to undertake a complex programme merge to combine the gift card programme for Spirit Pub Company into the Greene King programme creating one ‘Group’ programme that would continue to flourish across all sales channels.

In June 2013 Greene King invited Savvy to pitch for their gift card business with the core requirements and objectives below:
  • Deploy the Savvy technology via Greene King’s Zonal EPOS.
  • Support the sale of gift cards via Tesco, Morrison, Sainsbury and Asda.
  • Provide guidance and support to extend sales in to B2B channels.
  • Provide a solution to support the activation of Gift Cards Online in physical and digital format.
  • Produce new Gift Cards designs for their brands including production of Gift Cards for Blackhawk and InComm gift card Malls.
  • Deliver the project to launch in September 2013, so a 3-month timeline.
Further challenge came in 2016 following the acquisition by Greene King of the Spirit Pub Company:
  • Merge the Spirit Pub Company Gift Card programme into the Greene King Programme and create a new ‘Group Programme.
  • Ensure all cards, transaction history and card and programme balances merge and balance to the nearest penny.
  • Merge all user and location logins into the Group programme.
  • Continue to maintain existing sales channel connections.
  • Avoid any programme downtime and minimise any consumer disruption.
  • Complete the Merge within the hard-fast deadline of 7th November 2016.
‍Project results

Today the Greene King programme has thrived and has expended further and now includes:

  • B2B sales.
  • Tactical Promotional Sales activity.
  • Customer Care voucher (digital and physical cards).
  • Staff Rewards.
  • Sales in Outlets.
  • Sales in Gift Card Malls.
  • Sales in digital Malls.

The creation of the Great British Pub Card product which is a branded card for use in all of Greene King’s outlets.

Testimonials

The Caffè Nero card really is a great success for us and we are delighted with the support we have had from day one with Savvy.

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Caffè Nero
Partnerships Manager

They (Savvy) designed and delivered a solution that was very light touch on Boots existing EPOS infrastructure and would have zero impact to Boots customers during the migration project.

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Boots UK
Gift Card Programme Manager

Their (Savvy) technology, commitment to our future roadmap, knowledge of the market and understanding of our current pain points made them the ideal choice.

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Pizza Express
Corporate Sales Manager

They (Savvy) 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.

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Caffè Nero
Partnerships Manager

After undertaking a wide-reaching research project to find a new gift card processer we elected to go ahead and migrate our Zizzi and ASK Italian programs to Savvy. Little did we know at this stage the challenges external parties would present us with. The Savvy team, from top to bottom, offered continual support and impartial advice during a very stressful time over our peak sales and redemption period.

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Azzurri Group
Head of Partnerships

They (Savvy) delivered everything that we required within very tight deadlines without any issues and offered a level of support pre, during and post deployment that was unsurpassed.

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Pizza Express
Corporate Sales Manager

I have known and worked with them over the last five years and they are held in the highest regard by the retail partners they work with.

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Greene King
Gift Card Programme Manager

They have delivered to and exceeded our expectations, and we look forward to the increased commercial opportunities that their technology will enable for us.

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Boots UK
Gift Card Programme Manager
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