First of its kind omnichannel loyalty: Sushi Daily x Vita Mojo

Casual Dining & Quick-Service, Industry trends, Latest from Vita Mojo

March 6, 2023

Sushi Daily has announced the launch of a trial for a new omnichannel loyalty scheme, built by Vita Mojo. 

The KellyDeli brand is Europe’s largest fresh sushi kiosk business, with over 1,000 counters in retail locations across the globe.

Sushi Daily Rewards operates across in-store kiosks, online order channel and third-party delivery partners, making it the first omnichannel scheme of its kind.

“We're excited to launch the world's first retail omnichannel loyalty programme crossing the in-store, online and Deliveroo points of sale to offer free sushi rewards to our regular customers.”

Omnichannel customer journey

Sushi Daily’s loyalty programme will give customers the same great experience and branding – regardless of which channel they order from.  

Customers can earn points through click and collect, via Deliveroo, or in-store at Sushi Daily’s retail kiosks. 

The scheme is based on QR codes. Customers scan a code on their pack to collect points and Sushi Daily is even trialling different QR code labels based on customer engagement.

Points can then be redeemed for free products: approximately one free pack of sushi for every six purchases. 

“We're always looking for ways to utilise technology and develop our customer experience.”

Branded loyalty across channels

Sushi Daily’s unique branding has been built into the loyalty scheme at every level, on every channel.

One example is the tiered loyalty system that allows customers to redeem a smaller amount of points or save up through the levels offering bigger rewards.

With Sushi Daily Rewards, this customer journey starts at Sushi Starter, through to Sushi Apprentice and Sushi Ninja and ending at the top level of points: Sushi Master. The whole journey is illustrated with Sushi Daily’s beautiful branding and imagery.

Branding the loyalty journey in this way creates a much more engaging ecosystem for the customer to interact with, and ensures the of look and feel of Sushi Daily is front and centre across channels.

Unlocking valuable customer data

We worked in partnership with Sushi Daily to build an omnichannel loyalty scheme that solved their unique business challenges when it came to customer data.

With retail customers picking up their food from Sushi Daily’s kiosks but buying through the retail store’s POS, the brand had no visibility of customer data coming from in-store purchases. 

Sushi Daily Rewards closes this data loop by separating in-store loyalty from the POS. This provides Sushi Daily with crucial shopper data, insights and a 360-degree view of customer behaviour. 

The brand have also embedded customer feedback and NPS scoring into the loyalty journey to capture even more valuable data. 

“The new loyalty programme will provide us valuable insights and data around shopper behaviour and is just the first step in us developing our offer further to benefit both consumers and franchisee partners as we understand more about what our customers love best.”

What’s next for Sushi Daily?

Sushi Daily has launched the loyalty trial at kiosks in ten London Waitrose stores. 

Following this, Sushi Daily plans to roll out a native loyalty app across all its markets in the UK and Europe, combining click and collect, delivery and loyalty with an expanding set of rewards. 

With omnichannel loyalty sitting firmly at the top of operator’s priorities right now, Sushi Daily are certainly staying on trend with this launch of a first of its kind loyalty scheme. 

Building omnichannel loyalty is easier with the right tech partner behind you. Want a rundown of how digital loyalty could work across all your channels and solve your data headaches?

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