Royal Farms

Growing Customer Experiences Through Revitalized Mobile, Web, and Point-of-Sale Promotions

 

A digital refresh helps a mid-Atlantic consumer brand increase customer loyalty and drive revenue growth

From a family-owned dairy farm in 1918 to its first store in 1959, Royal Farms now owns and operates more than 200 convenience and gas station locations in Maryland, Delaware, Virginia, New Jersey, and Pennsylvania. The company’s continued success stems from its commitment to constant improvement and customer centricity.

Royal Farms came to Mindgrub with a desire to extend this level of customer service to its digital platforms, striving to provide a better mobile experience, simplify its rewards program, and increase loyalty of its customer base. We collaborated using agile methodologies and multiple discovery workshop sessions to identify the core values and characteristics of Royal Farms. Research, asset creation, and in-store customer testing allowed us to explore and define opportunities for Royal Farms to strengthen its brand and customer relations.

The new native iOS and Android mobile apps’ features are deeply rooted in thorough customer research and technological ingenuity. Users can download and use the app for free to:

  • Track points accumulated via in-app engagement and in-store purchases to use toward products
     
  • Access personalized promotional offers
     
  • Geo-locate Royal Farms stores based on preferences (e.g., fuel types, 24-hour stores, car washes, world-famous fried chicken)
     
  • Order and pay for purchases (e.g., via Apple Pay) to help make the visit as quick and easy as possible
     


 

Mindgrub also updated Royal Farms’ Rewards Program website, following some of the same design and functionality of the mobile app. To do this, we:

  • Used React, a Javascript framework that works as a headless client with a PHP backend
     
  • Identified AWS as the best web hosting provider to meet Royal Farms’ needs
     
  • Integrated the system with NCR
     
  • Synchronized mobile data using an events caching layer

Mobile app improvements for iOS increased product page views by 109% and decreased the number of crashes by 59% over a two month period. We are providing ongoing, long-term support for Royal Farms’ rewards web and app products. The Royal Farms/Mindgrub partnership has evolved beyond mobile and web services into design work for point-of-sale kiosk systems, billboards, and Royal Farms' 1st Annual Chicken Palooza event (2018) which raised $100K for Johns Hopkins Children's Center.

Here’s what our Royal Farms team members have to say:

I knew we had to pick a stellar team to help us and the Mindgrub team has created a truly 'fresh' experience, and their technical depth has been on point. With this partnership, we are really getting the quality we need to scale and grow our digital offerings.

~Scott Smith, Director of Information Technology at Royal Farms

"The new geolocation services, rewards program features, and mobile payment options make it easier than ever to be a Royal Farms customer for life."

~Shelby Kemp, Royal Farms Project Manager

"The release of the new Royal Farms mobile application is the first phase of a larger project to help our customers shop Royal Farms in a faster and easier manner."

~John Kemp, Royal Farms President and CEO

Royal Farms app screen features
Three different Royal Farms app pages on three iphones
A person's hand holding an iphone with the Royal Farms app showing nearby locations
Royal Farms rewards website on a monitor and webpage
The new Royal Farms kiosk screens
Royal Farms promotion on a billboard in the winter
Royal Farms Chicken Palooza event branding with a beverage and dinner in the background
Royal Farms app screen features
Three different Royal Farms app pages on three iphones
A person's hand holding an iphone with the Royal Farms app showing nearby locations
Royal Farms rewards website on a monitor and webpage
Royal Farms rewards website
The new Royal Farms kiosk screens
Royal Farms promotion on a billboard in the winter
Royal Farms Chicken Palooza event branding with a beverage and dinner in the background

More features

Geo-location
In-App Purchases
Point-of-Sale Kiosk Design
iOS
React
Agile

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