The next time you grab a smoothie from Jamba Juice, you might be able to start a reward program, similar to the ones of Panera and Starbucks. After a test in 30 stores, the juice company will begin awarding customers with rewards points next year.
The “My Fruitful Rewards” program will involve guests registering their phone number at the point-of-sale touchscreen. They will then score reward points with every Jamba Juice purchase.
Although Jamba Juice has attempted to lure customers with scratch-off cards and free smoothies paired with gift cards, this new attempt is a little different. This isn’t just a "buy 10 get one 1 free" kind of deal. The program will be customized, and rewards will be based on personal behavior. In turn, Jamba will gain information about individual customers, and use that information to develop new promotions and ideas for products.
Jamba Juice’s program is not a new idea in the food service industry. Starbucks and Panera both incorporate the scheme into their business. Regular Starbucks visitors are offered free refills and free food or drink items as thanks for their business. Panera has a similar program, offering free bakery items and the occasional invitation to special events to customers.
Will the program increase profit for Jamba Juice? If the success of Panera and Starbucks tell us anything, Jamba Juice should see positive feedback from the new venture.