It may come as a disappoint to some that during the Covid period Bakers Delight have removed their famous tasting boxes from the counter.
As many regulars to Bakers Delight would know, the Delightful Rewards stamp card is also no longer.
To replace it, earlier this year Bakers Delight introduced the Dough Getters loyalty program – A program full of puns, and points for every purchase.
Multiple options to engage
Navigate to the Dough Getters website online or download the app to begin. It’s free to join! Enter the compulsory personal details fields – first name, last name, email, and mobile. Then, a verification email is sent to activate the account.
Now, members are ready to;
The QR code within the app is the easiest way to earn and redeem. However, physical cards are available for pickup in store or alternatively, staff members may look up a member’s mobile number to identify their account.
A worthwhile redesign
Bakers Delight found that their old stamp card program was inaccessible for many customers, due to minimum spend thresholds and because the rewards were irrelevant to some.
To engage all customers, Dough Getters is attempting to personalise the experience. Members can earn on any purchase and redeem for any product.
$5 of dough is rewarded (in the form of a $5 voucher) for every $55 spent. A 9% return to members, which is quite reasonable. The voucher is valid for 2 weeks from the date of issuance. Again, quite a reasonable amount of time for a member to revisit, encouraging repeat transactions without driving members away.
With Dough Getters membership come several other benefits:
- Welcome gift – a free Hi-fibre Lo-GI block loaf with the first purchase (valid for 2 weeks from sign-up)
- Birthday gift
- Personalised special offers
The simple design and execution of the program makes it easy for customers to engage with. Members are provided with a variety of options (app, card, mobile number) to ensure points are added to their account, so there really is no excuse not to join.
There are some poor reviews on both the Apple App Store and the Google Play Store regarding glitches and poor capabilities within the app. Although, an app update occurred last month which has hopefully fixed these problems. Since downloading the app, I have not had any such issues navigating, earning, or redeeming. Positive signs.
I really like this program. It’s simple, effective, and provides good value for money. If you enjoy bread, pastries, rolls, and scrolls, it is definitely worth joining.
Hunter Murray is a Loyalty Account Executive at Loyalty & Reward Co, Australia’s leading loyalty consulting agency. He has worked in several roles across the financial services, strategy consulting, and customer service industries. As a Loyalty Account Executive, Hunter applies his skills across all aspects of the business, including loyalty program design, member engagement and client management, and underpins the implementation and operation across a range of B2C and B2B projects.
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