A woman working in a Warrens Bakery store, holding a phone with the Warrens Bakery Rewards app displayed on it

Source: Warrens Bakery

Pasty specialist Warrens Bakery has rolled out a digital rewards app to help it better understand its customer base while offering them up to £100 in savings throughout the year.

Called Warrens Bakery Rewards, the app takes the traditional pasty shop into a new era. On sign up customers receive a free gift in the form of either a sausage roll, vegan sausage roll, ring doughnut, savoury bomb, or any hot drink, as well as discounts on bakery items including Warrens’ hand-crimped pasties and buy one get one free offers on products across their range.

Warrens, which claims to be the oldest Cornish pasty maker in the world, operates 40 stores across the West Country and South Wales as well as selling its wares online for nationwide delivery.

“During the current tough economic climate, which is a financially difficult time for many of our customers, we’ve become increasingly aware of the importance of giving back to our loyal customers by offering rewards and discounts on our range,” said Warrens Bakery chairman Mark Sullivan, adding that the app is the “perfect” way to do this.

“To develop and launch the personalised app we’ve worked with a leading loyalty app developer who creates tailor made loyalty systems typically in the foodservice industry. Not only will the app allow us to make a difference to the purse of our customers, but it also allows us to better understand those customers, their buying habits and ultimately allows us to create specific offers for them,” Sullivan added.

Loyalty apps are becoming an increasingly popular choice for bakery business looking to keep their customers engaged. Earlier this year Gail’s unveiled its first-ever loyalty programme while bakery behemoth Greggs reported that its app was used for 13% of transactions in Q3 this year.