Walkabout tries to revive loyalty to bars

Australian-themed bar chain Walkabout has launched what it claims is a “pioneering” online loyalty programme to boost repeat custom in the declining on trade sector.

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The “Walkabout Community” is a social network that pushes events taking place at bars and encourages comment and discussion via blogs, photos and videos.

Those willing to pay the £3 joining fee can earn “points” that can be used to claim a range of perks when visiting one of the 36-strong chain.

The chain’s parent company iNtertain hopes that the data collected from those joining the community will help it better understand its customers in a sector that is enjoying less repeat custom as drinkers opt to stay at home and drink cheaper drink bought from supermarkets.

Research from The Logic Group, which along with Martech created the programme, and Ipsos MORI found that only 24% of the 2,000 people they asked aare loyal to any one bar, pub or club. Supermarkets, by comparison, enjoyed 63% loyalty.

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