Millin's Free Range Butcher
Discover how Millin's Free Range Butcher, a beloved Sydney family butcher, built customer loyalty and engagement using Stamp Me, and continues to create moments of joy for their regulars.
Background
Millin's Free Range Butcher is a family-owned and independent local butcher shop situated in Sydney’s Northern Beaches. Located within a busy set of suburban corner shops that includes cafes, a post office, a bakery, and an IGA supermarket, the business was established when the current owners took over a pre-existing, run-down butcher shop in 2011.
Since then, Millin's has undergone continuous updates, revisions, and improvements, including introducing new products and ongoing shop renovations, as Business Manager Angie Millin points out, “it’s a constant work in progress”.
Stef Millin, who has been a butcher since the age of 20, demonstrates a strong passion for his craft. The business prides itself on its dedicated team, active support of the local community, and numerous accolades.
These include recognition from local business awards and the Australian Meat Industry Council Sausage King awards, where they have been recognized for having two of the best sausages in New South Wales and the best Butcher’s Beef Burger in Australia in 2019.
The Brief
In early 2024, Millin’s Butcher was looking to move loyalty providers and sought a more modern, user-friendly solution that could better engage their customer base and provide valuable marketing insights.
Enter Stamp Me, which offers a feature-rich platform that is adaptable for businesses of all kinds and allows them to create a truly personalized loyalty experience for their customers.
Key Objectives
Together with Stamp Me, Millin’s Free Range Butcher sought to:
- Create a fun and engaging loyalty program that perfectly captures their brand personality
- Build deeper, more meaningful relationships with their customers
- Gain valuable insights into customer behavior and preferences through data collection
- Integrate their loyalty program with their existing marketing email system for streamlined communication
- Engage with their loyal members through various exciting campaigns
How the
Millin's Free Range Butcher
Loyalty Program Works
Millin’s Free Range Butcher utilizes a straightforward digital stamp-based loyalty program through Stamp Me.
Customers earn one stamp for every purchase of $35 or more, with a limit of one stamp per customer per day. Upon accumulating ten stamps, customers are eligible to redeem a reward of their choice during a subsequent purchase of $35 or more, allowing for redemption on the next qualifying visit or a future one.
To encourage initial engagement, new members receive an immediate stamp added to their card. A join stamp is a great way of making a customer feel as though they have a head start on your stamp card when they first join it.
Promotion
“The Stamp Me pod is fantastic - we also love how involved the customers feel by being able to stamp their cards themselves - it also creates a really nice rapport with some of our older customers when our butchers spend the time helping them with their phones, showing them how easy it is to use.”
- Angie Millin, Business Manager at Millin’s Free Range Butcher
For stamping, Millin’s Free Range Butcher utilizes the StampPod™ as their primary method. This smart device sits comfortably on their POS countertop and works using 'tap and go' technology.
Customers simply need to tap their phone on the pod to collect a stamp after making a qualifying purchase. This method keeps stamping safe and secure, while also minimizing contact and speeding up the stamping process.
The StampPod™ is perfect for any retail business, including butchers, as it offers a seamless and secure way to issue stamps in a busy environment and is easy to use for all customers.
Instagram Reel Promotion:
Millin’s Free Range Butcher actively promotes their Stamp Me loyalty program on Instagram through engaging visual content.
They utilize reels to share weekly specials and highlight their loyalty program, demonstrating how customers can earn stamps with their purchases and redeem exciting rewards.
Birthday Club:
Millin’s Free Range Butcher fosters customer appreciation through their Birthday Club. Members of the loyalty program receive a special treat on their birthday: a 5% discount applicable to any purchase made on that day. This is sent to their customers on their special day via a push notification:
"Happy Birthday from Millin's! Enjoy 5% discount on any purchase on the day of your birthday."
Double Stamps Email Campaign:
Millin’s Free Range Butcher strategically utilizes a weekly "Double Stamp Day" to drive mid-week business. Traditionally experiencing a lull on Wednesdays, the butcher shop now offers loyalty members two stamps for every purchase exceeding $35 made on this designated day, instead of the usual one stamp.
This initiative is promoted through a morning email sent to their Stamp Me member list, reminding them of the double stamp opportunity.
According to Angie, this initiative has shifted customer shopping habits, with many now planning their visits mid-week to take advantage of the offer, resulting in a noticeable “uptick in sales”.
The reward system, triggered after collecting ten stamps, further incentivizes engagement. Customers can choose one complimentary item from a rotating selection of four products, which changes monthly. This monthly refresh aims to encourage timely redemptions and prevent the accumulation of too many points, fostering a sense of urgency.
Looking ahead, Millin’s Butcher plans to leverage Stamp Me’s push notification feature to provide timely reminders to customers about the weekly Double Stamp Days.
Email Integration:
A crucial factor in their decision to adopt Stamp Me was its seamless integration with their existing marketing platform, MailerLite. Angie emphasized the importance of this, stating that it “means we can send emails specifically to our Stamp Me members, separately to our regular mailing list,” allowing for more targeted communication.
Millin’s Butcher also plans to launch the Scratch & Win feature soon.
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How Rewards are Redeemed
Results
Since implementing Stamp Me, Millin’s Free Range Butcher has:
- Cultivated a thriving loyalty program, evidenced by a strong base of over 600 active members
- Integrated their loyalty program with their existing marketing email system for streamlined, consistent communication
- Gained valuable insights into loyalty behavior and preferences through the Stamp Me Merchant Console
- Engaged with their loyal members through various exciting campaigns, including a Double Stamp campaign and the Birthday Club
“We love how user-friendly the Stamp Me Merchant Portal is to use . . . We always have access to our own customer data. We like how we can easily see how we’re tracking with stamps given away and redeemed in a simple graphic, at a glance. The customers get a real kick out of collecting their stamps and seem to love it as much as we do!”
- Angie Millin, Business Manager at Millin’s Free Range Butcher
