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Loyalty360 Reads: Denny's Launches Gamified Rewards Program, Ashley Jumps into Experiential Events,



Denny's Launches Gamified Rewards Program 

Denny's has introduced its newly revamped Denny's Rewards program, which offers monthly benefits to guests and introduces challenges that unlock exclusive rewards. Once individuals become members through Dennys.com or the Denny's App, their digital wallet will store enticing offers, enjoyable challenges, and keep track of rewards, making it easy to redeem rewards and offers.  

Denny's Rewards members will have access to personalized challenges, which can be easily monitored to attain the corresponding rewards. These challenges accommodate various dining experiences, including dine-in, take-out, or delivery. For instance, by visiting Denny's four times before the end of July, guests will earn a complimentary Grand Slam breakfast. As part of the program's launch, Denny's is presenting two initial challenges, with new challenges and rewards introduced on a monthly basis. 

"Denny's provides an incredible bang for your buck, and now our rewards challenges take value to a whole new level," said John Dillon, Denny's President. "At a time when guests place a premium on value, we are excited about this game-changing summer launch. The fact that it's also fun is the icing on the proverbial pancake." 

Premier League Introduces Augmented Reality Experience for Soccer Fans 

The Premier League, the governing body of English soccer, has launched an exciting, augmented reality (AR) scavenger hunt in conjunction with its inaugural Summer Series tournament being held in the United States from July 22-30. Known as the Premier League Trophy Hunt, this interactive game urges fans to embark on a search for 20 trophies, each representing a different club, scattered across the tournament's five host cities. As participants engage in the hunt, they have the opportunity to win prizes while simultaneously contributing to their respective cities' standings on an online scoreboard.  

Additionally, users are granted the ability to virtually position a Premier League Trophy in any desired location or capture selfies using a specially designed filter.  

Rebranded Furniture Retailer, Ashley, Experimenting with Live Events, Focus on Customer Experience  

Ashley, previously known as Ashley HomeStore, is currently experimenting with live events including workshops, activities, giveaways, and live music. These events aim to provide customers with an opportunity to explore Ashley's products without the need to physically visit their stores. For example, last month, the brand hosted an event at the Santa Monica Pier showcasing its outdoor furniture.  

One of Ashley's objectives in this rebranding effort is to appeal to a younger customer base who seeks a sophisticated aesthetic at an affordable price point. 

“One of the things that we found is that our consideration was a bit behind our awareness,” said Kelly Davis, VP of Marketing Strategy at Ashley. “Our goal is to try to be number one in consideration within our category and so that’s what really led us down the path of experiential events.” 


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