Engaging students with your loyalty program
It's that time of year again—Freshers' Month! As summer winds down, the energy ramps up in hospitality, fuelled by the rush of new students. To help you make the most of this exciting season, we've gathered some of our top tips on how to connect with the student crowd, build loyalty, and keep the freshers happy!
Freshers week is the perfect time to gain new customers
Not only is it the busiest 2 weeks of the student year, in terms of footfall - it’s also a chance to make an impression, with all the new students moving to different cities. Laine pubs with their locations mainly in Brighton and London, are now collaborating with Sussex University for example to promote their Pubbl loyalty program at fresher events and fairs, to make the most of the new student crowd.
A simple “Student Only” discount
Offers don’t need to be complicated! We tend to see clients offer anything from between 10% and 20% on all purchases once a student registers with their university “.ac.uk” email address. This automatically puts them into the “Student Audience” - allowing them to enjoy special offers!
Choose a “Student Day” to drive footfall
Tortilla just launched their students only “£5 Burrito Mondays” campaign - a compelling offer that can be used weekly and become an integral part of a student’s routine. Tortilla’s mission is to drive healthier habits and routines, and this does just that! At the same time, they're tackling Monday blues and low footfall in one swoop, while simultaneously building important relationships with their customer (fan) base.
Consider campaigns that encourage socialising
Moving to a new city can be daunting, especially for freshers. A classic 2 for 1 offer can be promoted differently to encourage more mingling & drive engagement. The University of Surrey are promoting their “Eat with a Friend for Less” campaign. This offers 2 main meals for £10 (£2 off), like “refer-a-friend” but more like “eat-with-a-friend”. Tortilla are also promoting “Two for One Taco Tuesdays”!
Engage directly with student societies using “hyper personalisation”
Students can identify themselves via their student email address - or with a unique voucher code which places them into their “Society Audience”. This is a wonderful regional marketing opportunity with one-of-a-kind offers for clubs and societies to enjoy, that can go beyond simple discounts and incorporate anything from experiential rewards to exclusive events.
Revolution Bars have perfected doing this over the years, allowing them to really personalise engagement with a society - promoting offers for their nights out, at certain locations.
Seasonal student specific offers
These can be a great way to plan various campaigns throughout the year. With offers for seasonal menu items, special offers to help students tackle exam blues and rewards for the busy summer graduation period- there’s always a way to bring students in with treats for all times!
Brand collaborations can be a smart way to get your suppliers to fund campaigns
Not only do you get to tap into a new vein of potential customers, but you can also create buzz and increase brand awareness with exciting collaborations. It’s a golden opportunity to give collaborators great exposure to a really targeted audience, and spice things up, both for your brand and for students!
Consider trends in your target audience
In speaking to our clients, we discovered that the Gen-Z market is increasingly health-conscious, with 30% not drinking alcohol and prioritising value for money when they do go out. Promotions and offers need to be hyper-personalised, focusing on low/no alcohol options and alternative beverages like CBD drinks cater to these preferences.
Tracking customer engagement, especially among students, is key. Sussex University set a goal to track the activity of 10,000 students, to gain insight into consumption patterns and help optimise offers, ensuring they remain relevant and engaging throughout the year.
Connecting with students is vital if you want to create a meaningful CLV (Customer lifetime value)
Research has shown Gen-Z customers place a higher emphasis on loyalty to brands, continuing to shop from them if they feel connected to them. Gated offers that require student verification feel personal and encourage students to stick with brands that cater directly to their needs. You’re essentially saying, "Hey, we get you!"!
Seize the opportunity and make a strong impression during this time— engaging with them early on boosts brand loyalty, which leads to longer term revenue gains, as you make the most of their commitment to your brand.
All in all, engaging students through a well-thought-out loyalty program is not just about offering discounts—it's about creating a lasting connection. By tailoring to their needs, tapping into key trends and focusing on inventive rewards - brands can build meaningful relationships that translate into long-term loyalty. As students start a new chapter, your brand has the opportunity to be part of their routine, fostering a sense of belonging that continues beyond their university years, carrying forth as they grow and build disposable incomes. This is your chance to make an impression, and watch your student audience grow into loyal customers for life!
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