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Beryl is a top micro-mobility company in the UK, dedicated to promoting eco-friendly travel for better air quality and public health. They offer budget-friendly bike, cargo bike, and scooter programs in multiple locations, including Norwich, Watford, Hereford, Bournemouth, and beyond. Beryl is a B-Corp certified operator, emphasizing social responsibility and environmental sustainability through partnerships with cities and communities.
Key challenges
- Increasing customer base.
- Launching promotions without developers' help.
- Running segment-specific campaigns.
Quick integration
In June 2019, Beryl started a bike-sharing program to encourage cycling. To boost brand awareness, they wanted to use personalized promo codes and auto-applied discounts but faced time and budget constraints for developing a promotion system from scratch. That's when Beryl discovered Voucherify as a flexible promotion solution.
After integrating within 5 weeks, Beryl successfully launched the first campaign. Voucherify seamlessly integrated with their existing systems hosted on Google Cloud. With quick training, Beryl's marketing team incorporated promotions into their daily routine. Now, marketers can independently create campaigns without requiring development support.
“Now, our marketing and growth team can easily and quickly run promotions that target different schemes and users (and no involvement from the dev team!).”
Easy promotion creation, tracking, and reporting
Beryl consistently uses Voucherify for promotions. The marketing team analyzes past campaign data through the Voucherify Dashboard, which contains information on all previous and ongoing campaigns. This allows Beryl's team to effectively manage, track, and replicate successful campaigns for improved results.
“Having the ability to have all of our promotions we have ever done in one place (on the Dashboard) with details about redemptions and success, and the ability to analyze this data is invaluable. We're not done yet, though, and can't wait to continue experimenting and using all the power that Voucherify offers."
Beryl uses mostly percentage off discounts on rides. They also often use free minutes as incentives, and all discount details are stored in metadata. The offer is identified through the redemption metadata scheme_id. Validation rules for campaigns focus on the number of redemptions and redemptions metadata, often requiring a specific scheme_id as a crucial requirement in the process.
“It has been very valuable for us to be able to keep an eye on how the gifting of the customer voucher codes is going, when they are being redeemed, who and how is using the free minutes. We can see the demand, and all of this data is showing us that people are gaining value from our services.”
Solution
Free rides for specific customer segments and more
In the difficult times of the COVID-19 pandemic, Beryl started to offer free rides for the National Health Service (NHS) and key workers across the UK to help them get to work safely. To select the eligible customers, the marketing team used Voucherify to set up customer segments based on the unified email domain and location. For key workers without a unified email domain, Beryl offered custom voucher codes with free minutes.
On top of that, as part of their mission to provide affordable transportation, Beryl is running a special promotion offering student riders a 25% discount on their available schemes. The promotion is also targeted at users with specific email domains, which helps distinguish available riders.
Special promotions for different locations
Beryl is present in several cities across the UK, and they provide different promotions in each city. To target the right users with the right promotions, the company geofencing to target the bikers’ geolocation and classify them into segments. For example, Beryl users in Norwich and Brighton got a special promotion where they were awarded 100 free minutes.
To reduce fuel emissions, Beryl is also running campaigns that incentivize users to use micro-mobility services by offering vouchers with free minutes during the Christmas period or on the weekends.
New Year, New Rider Campaign
With 2024 approaching, Beryl has prepared a special campaign for new users with Voucherify. To kick off the year, they offered a special incentive – 15 free minutes for new riders’ transportation needs. The offer is applied automatically – the 15 minutes is taken off at the end of the first ride, and valid on all the schemes except West Midlands, where riders get 10 minutes free. Greater Manchester and London are excluded from the offer.
The campaign proved highly effective, with Beryl gaining over 5000 new customers within a single month.
Beryl is continuously discovering different features of Voucherify, with plans to launch a referral and a loyalty program in the future.
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