STONEGATE GROUP
“ We must never lose sight of why people visit pubs – they’ re seeking human connection,” Ashlie emphasises.“ There’ s a generational shift happening: younger customers want immediate gratification and digital interaction, while many still want the traditional experience of conversation at the bar.”
This understanding shaped the development of Stonegate’ s MiXR app, a loyalty platform that offers optional engagement rather than becoming a requirement for service. The app provides gamification and surprise offers to appeal to younger patrons while also serving traditional customers.
“ We were actually surprised by how actively older generations have embraced MiXR – it’ s become part of their community connection to their local,” Ashlie reveals.
According to Ashlie, MiXR plays a carefully considered role in the overall guest experience.“ It should be an enhancement of the customer experience. It can be the reason that drives the footfall, drives the guests to the venue, the reason for going in the first place, but then once they get there, it has to be about that overall experience of the warmest welcome.” She envisions the app as“ almost like the best friend in your back pocket.”
“ It shouldn’ t be something the guest focuses on – it’ s not the reason our guests go to the pub – but it should be the reason why they keep going back and want to go back, why they’ re engaged with us,” Ashlie explains. aimagazine. com 157