Liberation Group boosts sales with Zonal’s Loyalty solution

Introducing Liberation Group

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Founded in 2008 and operates 24 pubs, bars and eateries

Mainly operates in the Channel Islands

Sister company Butcombe Brewery operates 27 pubs in the West Country

A reputation for quality products and services

A strong supporter of employees and local communities

“We were being held back by our old manual system, which had gone as far as it could. Our loyalty scheme has really come into its own with the move to the Zonal solution.”
Francis Falvey, Business Support Manager, Liberation Group

The business challenge

Liberation’s former loyalty programme had been running for eight years, with promotional vouchers issued to members every quarter. They needed to update their loyalty offering, and at the same time improve business management and reporting.

An outdated loyalty scheme that needed refreshing

No ability to identify and understand customer behaviour

No personalisation of offers, just a blanket voucher to everyone

Minimal reporting capabilities to track performance

“We have become much more productive as a result and saved an absolute fortune. Investing in Zonal’s Loyalty solution has paid for itself already and we will save twice the investment cost each year from now on.”
Francis Falvey, Business Support Manager, Liberation Group
This is Zonal's loyalty scheme system

The solution

Zonal’s Loyalty solution was trialled for six months before being rolled out across all venues in the group. Now, Liberation Group builds better relationships with customers by showing their most loyal customers just how much they are valued.

  • EPoS integration gives Liberation valuable insights into each customer
  • Promotions and rewards can be personalised to each loyalty member
  • Relevant offers help to increase spend and frequency
  • An automated system for maximum efficiency

“It has been an enormous benefit for us and generated huge growth in customer numbers. In fact, more than half our trading business is now achieved through our loyalty scheme.”
Francis Falvey, Business Support Manager, Liberation Group

Results

The impact of Liberation Group’s new loyalty programme has been nothing short of sensational. Membership jumped from 12,000 to an astonishing 28,000, and Liberation have noticed a big difference to their bottom line.

28,000
Members of the loyalty programme - and growing daily
233%
Increase in loyalty membership
25%
Of adults in the Channel Islands are loyalty members
50%
Of all trading business comes through loyalty
“I have been around Zonal a long time and wherever I have worked it has the right individuals and the right business ethos along with exceptional products. Zonal is an integral part of our IT services, we don’t view them as a supplier.”
Francis Falvey, Business Support Manager, Liberation Group

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