BAKER BRUN

June 3

Once upon a time there was a baker… The story of how Baker Brun has gained 32,000 loyal members

As early as 1893, the merchant's son Ferdinand Brun started his first bakery in Bergen. Today, Baker Brun is a large bakery chain in Western Norway with 22 bakery outlets, and with two new outlets opening in the spring of 2024. The Baker Brun chain started using Diller in March 2022, and as of January 2024, they have over 32,000 club members in the "Bakervenn" loyalty program.

Why did you start a loyalty program?

It was primarily to better reach our guests in a simple way.

Baker Brun 's customer club is called Bakervenn, and we have both coffee cards and bread cards for our members. In addition, we give birthday coupons and a welcome coupon, plus we occasionally have extra promotions for our members. People are happy to get a free, freshly baked skilling bun on their birthday!

How do you recruit new members?

We are good at telling you about it at the checkout. Right before payment, we ask if the customer is a Bakervenn. Enrollment and registration of membership activity is very easy and is part of the checkout routine at all of our 22 bakeries.

“The customer club button is on the front of the checkout, so everything is automatic. Our members use the coupons and coupons because it is so easy to use. We see that we have a high turnover of members.”

« The most important advantage of having a customer club is that we get very loyal guests. They are very loyal to us, all those who use their loyalty cards. »

We interviewed Operations and Human Resources Manager Evy Ingebrigtsen at Baker Brun about their experiences with customer loyalty.

How did you get started with Diller?

We changed our cash register system to PCKasse in 2022, and we got started with Diller in that connection. It was very easy. We had 5,000 existing members who were transferred from the old system, and now in January 2024 we have passed 32,000. We are very satisfied.

How do you tell new customers about the loyalty program?

We have a little bit about the customer club on social media and a link on the website, plus we market membership campaigns. Plus, of course, we recruit at the checkout when they come by.

How important is it that Diller is integrated into the checkout?

It's incredibly important, because then it becomes automatic. We previously had a customer club outside of the checkout, but we didn't have the same contact with the guests.

" Now you just insert a coupon, it pops up and becomes a pleasant surprise for customers. When we say, 'There was a free coffee for you today,' our guests are of course happy. So are we, because it feels so good. We want to give a little back. Thank those who visit us again and again. "

What do you think about the collaboration with Diller?

They are absolutely fantastic! Our contact Erik is always on and is great – always on the offer page.

What do you see for yourselves in the future?

We've been talking about using more coupons, because we want to surprise and delight our guests even more. If we keep up this pace, I think we'll have 50,000 members next year!