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Jamba Juice's New Loyalty Program Taps Mobile For Valued-added Rewards
Jamba Juice Co. Is planning to launch a new loyalty program called My Fruitful Rewards to let consumers easily earn rewards at Jamba Juice stores.
My Fruitful Rewards will be released in the first quarter of 2014 in most United States locations. Jamba Juice partnered with Spendgo to create the loyalty program and allow guests to earn rewards by typing in their phone number into touchscreens at the point of sale.
"We want to provide value-added rewards to our customer base," said Julie Washington, chief brand officer of Jamba Juice, Emeryville, CA. "The Spendgo solution reduces the barrier to signing up since it uses just a phone number to get started, so all our customers can participate easily.
"Our customers are on the go and are actively using their smartphones for everything from communicating with friends to finding the closest Jamba store," she said. "Being mobile-accessible is an important criteria for all our programs."
Real-time rewardsJamba Juice consumers will be able to register for the loyalty program at the store or online and start earning rewards on all beverage and food purchases.
When consumers earn enough points for a reward, they will be messaged in real-time at the POS. They will have the option to use their reward for that purchase or save it for later.
The new system also allows Jamba Juice to provide custom rewards based on individual purchase behavior.
Jamba Juice recently completed a test of the Spendgo program in more than 30 locations. After deeming the test successful, the company is about ready to launch the rewards program to the public.
Mobile smoothiesJamba Juice has rolled out many different mobile initiatives in the past.
For example, the smoothie chain announced that it was working on developing mobile payments via a mobile application (see story).
Additionally, Jamba Juice included QR codes in its in-store signage to increase its email database and encourage consumers to become Jamba insiders (see story).
According to Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston, loyalty programs incentivize more frequent visits and add a POS-integrated gamification element that yields ROI.
Mr. Kerr is not affiliated with Jamba Juice or Spendgo. He commented based on his expertise on the subject.
"Traditional punch cards require the customer to manage the actual log of visits," Mr. Kerr said. "Thanks to mobile technology, this can now be hosted by the vendor, and real-time messaging can be served up, with rewards that are customized, based on the consumer profile of the customer.
"One only has to look across the parking lot to a nearby Starbucks to see how important mobile can be for a quick serve beverage retailer," he said. "They have written the book on the use of mobile for both payments and consumer engagement via mobile, and I am sure Jamba Juice wants to learn as much as they can about their customers, while also providing an easy way for them to be rewarded for being a loyal customer.
"This program can provide [customers] with a greater feeling of brand engagement and an easy way to identify themselves and have a personalized experience when they visit a Jamba Juice. With buying behaviors in-hand, Jamba Juice can learn who buys what, when, and with this information, deliver even more value through this program by making sure the rewards they offer are relevant and personalized."
Final TakeRebecca Borison is editorial assistant on Mobile Commerce Daily, New York
Jamba Juice Kale-ribbean Breeze Whole Food Nutrition Smoothie
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Generated by cloudfront (CloudFront) Request ID: zcIw_lblJbdFmgecZFGVUKaX7vqd5JHhrmXvw6jD0rRSg9yAKxuU5Q==Jamba Juice Execs Reveal Why The Chain Is Dropping The 'Juice' From Its Name
Jamba
Jamba Juice is dropping the "Juice" from its name.
Jamba Juice is dropping the "Juice." From now on, the chain will be known as just "Jamba."
The name change comes as part of a total brand overhaul that Jamba hopes will win back the loyalty of its fans. Jamba's new aesthetic, store design, and menu will emphasize convenience, accessibility, and on-trend menu items.
"The reality is that most of our guests call the brand 'Jamba' anyways. So it's kind of almost expected now by our guests," Jamba president Geoff Henry told Business Insider.
The brand is also transitioning away from its reputation as simply a juice and smoothie shop by adding new acai bowls to its revamped menu, which was rolled out on Thursday along with its new logo and refurbished website.
Jamba is modifying its juice and smoothie offerings to align with current health trends. While Jamba's classic smoothies will still be available, the brand's new menu will emphasize juices and smoothies formulated with plant-based milks and sweeteners over dairy products and sugar.
New ingredients will include spirulina, coconut milk, and pea protein. Additionally, Jamba's new store design will feature displays that explain the nutritional benefits of each ingredient to consumers.
In addition to a revamped menu, Jamba plans to remodel all of its franchises within 12 to 18 months. The stores' new design will feature self-ordering kiosks, grab-and-go coolers, and a faster point-of-sale system that Jamba hopes will speed up the customer experience.
Read more: Whole Foods has a new convenience store that sells fresh organic fruit, pantry staples, and açai bowls - here's what it's like to shop there
Jamba's new mobile ordering app will be launched later this June, and the brand is also partnering with UberEats and Postmates to launch a new delivery platform that it hopes will increase accessibility for consumers.
Jamba
Chief Marketing Officer Shivram Vaideeswaran told Business Insider that the brand's focus on fun and accessibility will set it apart from other juice brands and local shops.
"A lot of these other places are very serious and almost a little bit pretentious. You feel like, 'I need to know what I'm doing when I walk in, I better have my Lululemons on,'" he said.
He continued, "There are [juice stores] in LA we went to visit that sold $18 smoothies. And that isn't everyday accessibility. That's not what our guests are looking for. It's key for us to be able to provide everyday value and to have locations that are convenient and accessible to them."
Jamba's brand relaunch has been in the works since January, when Henry and Vaideeswaran joined the executive team soon after FOCUS Brands acquired Jamba Juice in September 2018. The decision to change the name was made during one of the new executive team's first meetings with the outgoing team, according to Vaideeswaran.
And despite an increasingly saturated juice market, Jamba remains optimistic about the growth this relaunch will bring for the brand.
There are currently around 800 Jamba franchises across the US. However, Henry said that could change.
"We think in the next three years we're going to have over 1,200 stores. Our guests will start to see that Jamba has a broader and more balanced menu," he said. "While there may be plenty of [juice stores] in the US, there's also plenty of room for more Jambas."
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