FUNKY FROZEN YOGHURT

« With the customer club, we have gained more regular customers who shop more often »

Funky Frozen Yogurt is a nationwide ice cream chain with 22 stores in shopping centers across Norway. The first store was opened at Sandvika Storsenter in 2013. We at Diller interviewed District Manager and Marketing Manager Ida Marie Juliussen to hear about their experiences with the Diller customer club after its launch in August 2021.

District Manager and Marketing Manager Ida Marie Juliussen at Funky Frozen Yoghurt

“We have simply gained an insane number of members in a short time. We couldn't have had a better start. We have had internal recruitment competitions between the stores, and that brings out the competitive instinct in a good way.”

Why did you start a customer club?

I had been thinking for a long time that we should have a customer club to increase our loyal customers. When we realized that we could have a loyalty program that was fully integrated into our POS system, we wanted to try it out. It was also important that it was easy to use, just with the customer's mobile number.

We wanted to reach more people in a simpler and better way. We have a vision of being that little extra for our customers – we want to give them a “funky” experience.

“We want to have a good atmosphere, and with a customer club you get a nice dialogue that extends and strengthens this atmosphere.”

How did you get started with Diller?

We first started with 2 stores in Skien and Porsgrunn. This was in August 2021. We tested a welcome coupon with a 50% discount on the first purchase for new members. In addition, we offered digital clip cards to members, where they get a 50% discount on every tenth purchase. It worked great, so in November we launched the loyalty program for all of our 22 stores.

What results have you seen so far?

We see that our welcome coupon and our clip cards are working brilliantly! Since November, we have recruited over 11,000 members, and we are incredibly happy with that. People use the clip cards every day, and we have gained many new, regular customers. Many who work at the various shopping centers where we have stores use their clip cards every day.

How do you recruit new members?

We have simply gained an insane number of members in a short time. We couldn't have had a better start. We have had internal recruitment competitions between the stores, and it brings out the competitive instinct in a good way. Over a 3-month period, the three stores that recruit the most members receive prizes. It's both cultural and fun.

« We recruit in stores, either by having them provide their mobile phone number or scan a QR code. It's incredibly easy for us and for the customers. And, most importantly, it's fast. If recruiting takes too long, nothing will come of it. It's great that it's so quick and easy. »

Are you seeing results in sales and turnover?

We work a lot with upselling in our stores, for example by asking customers if they want granola or protein powder with their drinks.

“With the customer club, we have gained more regular customers who shop more often. This means good potential for additional sales of additional products, and thus higher turnover and better margins. We are very pleased with that.”

How did you train employees to use Diller?

It was very easy for store managers and employees to learn the loyalty program. We sent out the Diller manual to all store managers, and there were almost no questions asked – incredibly good. It took almost no time to get started after we sent out the information and launched the recruitment competitions.

How did you hear about Diller?

Stian Aaserud at Com2Gether, who is our supplier of PCK POS system, introduced Diller to our general manager. He then forwarded it to me. I was very happy then, because I had wanted a customer club for a long time. I was introduced to Charlotte Stallemo at Diller, and she gave a 30-minute video tutorial. Then we were off and running!

What do you think about the collaboration with Diller?

It's absolutely great! I would like to highlight the fantastic service and follow-up, which made it so easy for us to launch the program. I just have to praise Charlotte, who is my contact at Diller. When I have a question, I get a response within a few minutes. I have received incredibly good help!

For example, I mentioned to Charlotte that a QR code would be useful for recruiting new members. She brought it up with the development department, and a few weeks later it was sorted. It's really good when it's possible to have a dialogue like that. Then we could measure results per store with the QR functionality.

Do you have examples of successful campaigns?

What has worked great is digital coupons. We have different coupons, and people use them every day. They use the coupons and are also happy with the welcome offer. Not many people have unsubscribed, only about 40 people. That tells us that the program is working.

We have also tried sending SMS on offer days and noticed a clear effect. We have only done this once so far, but the marketing plan now includes SMS campaigns with 1 SMS sent per month. We will test different campaigns in the future, so that we can measure the results.

" It's very easy to get members, and we know that there's so much we can do to make those members even more satisfied and loyal. I'm incredibly happy that it's just a matter of entering their mobile number. "

We haven't started segmenting our member base or targeting campaigns yet, but we look forward to exploring and developing this in the future.

What do you see as the most important advantages of a customer club?

It is that we get more loyal customers, and that we get more new customers. We can communicate in a new way, not just in the store. We reach our members when they are at home or on the go. With a loyalty program, it is also easier to get the customer back in the store – they have an extra good reason to come back. We see that kunklubb gives us many opportunities to have targeted campaigns.

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

Very important, because it makes everything so much easier for us!

Should the customer club eventually be integrated with the online store?

We don't have an online store today, but we are working on creating an ordering page that is fully integrated into the checkout, where you can also pay with Vipps. We think it will be a great solution for our customers and we look forward to it being ready. It will also be a good way to recruit new members to the customer club, and not least good for our customers to become even more satisfied and loyal.

What do you see for yourselves in the future?

Our goal is to become the world's largest ice cream chain! We plan to open stores in London in 2025, and we are constantly looking for new, good locations in Norway. We will open 2 new stores within a short time.

“With the new concept we have developed, we will create that little extra for our customers every day, so that they get an experience with us – not just a product. Funky should be associated with positivity and a good atmosphere!”

What is it like to work at Funky Frozen Yogurt?

We have many young people employed by us, and we are often their first employer. It is important for us to invest in young people and help them move on to their next job.

I myself have held many positions, from joining the company as a part-time employee while studying marketing to moving into a full-time position, and later becoming store manager, district manager, and now marketing manager.

We are very committed to having a good working environment. Being employed by us should be a good experience.