In the UK, Mitchells & Butlers have launched a new 'Green Card' loyalty app for android and iPhone users, in partnership with Eagle Eye solutions. The app replaces the paper loyalty vouchers and rewards football fans with discounts and offers during the biggest televised football matches of the season. This article is copyright 2015 The Best Customer Guide.

Following its successful debut season a year ago, the Green Card App is now available for iPhone and Android smartphones offering sports fans discounts and freebies on selected food and drinks during major televised games. The free app also links up with the Sky Sports News homepage making sure users are kept up to date with the latest sporting news.

M&B has now launched its new loyalty app with Eagle Eye Solutions, an SaaS technology company that validates and redeems digital promotions in real-time. The app is packed with features including fixtures lists, live results and a 'Find your Local' map, and users can benefit from a range of offers including 20% off selected drinks and foods during game times.

Customers can download the 'Green Card' app from the App Store or Google Play and once registered are assigned a unique ID. M&B is then able to capture valuable customer data that can be used to segment and build detailed profiles. Using this data M&B can send out personalised emails and push notifications.

In addition, iBeacons will also be deployed across the 300 participating pubs ensuring that push notifications include the right message at the right time, dependant on each customer's app journey (e.g. it can prompt usage after users have registered, or encourage users to get their final stamp). The app will also include a digital wallet that customers can use to store their offers and rewards for use at a later date if they choose.

The app launch comes after a successful season of paper loyalty cards, also supported by Eagle Eye, which resulted in 2.7 million redemptions taking place across the period, building a clear profile of M&B's customer base.

"We have seen some great results since we piloted the card based scheme last season," said Mikey Duffy, M&B's marketing manager for Sizzling Pubs, O'Neill's, Crown Carveries and Oak Tree Pubs. "The addition of iBeacons will also offer us new opportunities to capture our customers at the right time, ensuring that they are always receiving something of value from us."