The ice cream brands’ Slab Happy app is free to download for Android and iOS devices. Users will receive a $5 coupon immediately after signing up and are guaranteed a voucher for free ice cream on their birthday.

“As businesses ranging from ice cream shops, spas, bars, restaurants, boutiques, and online shops look to grow their mobile presence, maximize their profitability and compete in today’s market, features like loyalty cards and mobile coupons have become increasingly popular,” said Li-at Karpel Gurwicz, the vice president of marketing at Como. “Because they can help attract new customers and strengthen relationships with existing ones, businesses are supplementing traditional loyalty programs with ones that also fit the mobile lifestyle of their customers.”

Additional features

Customers accumulate points for every dollar they spend, and receive a $5 off rewards coupon once they reach 50 points. Users can also anticipate a coupon on Slab Happy’s anniversary.

The app was designed to celebrate various milestones with customers, as well as increase client traffic after the end of summer. By offering new incentives, the companies may be able to avoid a sharp decline in sales for the upcoming fall season.

Slab Happy’s other features include tracking the number of rewards points garnered, placing orders for ice cream cakes and cupcakes through the app and a store locator. The app also contains the menu for easy scrolling.

Guests are provided with a bar code on their smartphones to scan in-store. The app claims to provide an inclusive, custom experience for its ice cream options.

“Such apps can be personalized and also provide a more interactive approach than what has been available to them to drive loyalty in the past,” said Ms. Karpel Gurwicz.

Building brand loyalty

Marble Slab Creamery and MaggieMoo’s Ice Cream & Treatery market themselves with their fresh, homemade ice cream made in a variety of flavors. Ingredients can also be mixed to create a custom flavor.

They believe that introducing a free customer rewards app will help promote impulse buys such as frozen desserts. Marble Slab Creamery’s 2013 campaign with MercuryLoyalty, a social based loyalty solution, resulted in loyalty customers spending about 50 percent more than the average consumer.

By foraying more into social media, these ice cream merchants will be able to tap into a larger market and entice more guests into signing up for the free rewards app.

“By taking its loyalty program mobile, a business can offer real value to customers on items that they want, when they want them,” said Ms. Karpel Gurwicz. “By allowing customers to take advantage of relevant loyalty programs, rewards and discounts via their app, brands can incentivize customers to come back for more, boosting loyalty and ultimately growing revenue.”

Final Take
Alexandra Samuely is an editorial assistant on Mobile Commerce Daily, New York