Gigi's Cupcakes

Case Study

Since 2008, Gigi’s Cupcakes is recognized for its rotating flavors of gourmet, over-the-top cupcakes piled high with icing  and exquisite decorations. Best known for “Gigi’s Swirl”, the full service bakery also offers a variety of gluten-friendly options, mini cupcakes, customized cakes, cheesecakes, and stuffed cookies. 

In collaboration with Gigi’s marketing team, POLN8 created an automated text message (SMS) campaign to target Gigi’s loyalty members with new relevant offers. The purpose behind this initiative was to increase customer opt-in communications, thus, building a larger database based on frequency and purchasing habits. 

Once members revisit to redeem their offers, POLN8’s loyalty platform sends Welcome text messages directly to unregistered loyalty members. After registration is complete, a confirmation text/email is automatically sent to the customer with a Free Cupcake offer added to their account.

With the POLN8 loyalty platform, Gigi’s Cupcakes is able to target promotions as rewards are automatically loaded to member accounts for redemption. Franchise managers can track the success of their current offers with complete transparency on how many customers participated and how much they spent — all in real time!

Another effective strategy for Gigi’s was to incentivize a gap in frequency. For loyalty members who haven’t made a purchase in the past 45 days, a text is sent as a reminder to revisit attached with a $5 offer automatically loaded on their loyalty account. This campaign has proven to bring in 16% of lapsed customers on a daily basis.