Marketing
CTO Jon Asher explains why the chain doesn’t go all in with heavy discounting.
Photo: Nekter
July 16, 2025
As the better-for-you movement continues to grow, today’s consumers are seeking brands that deliver more than just products. They want transparency, community, connection and meaningful experiences that align with their values and lifestyles. At Nekter Juice Bar, our loyalty strategy reflects this evolution. Rather than relying on repetitive discounts that can erode brand equity over time, we focus on building genuine, long-term relationships rooted in real value.
1. Engagement and growth
Our loyalty program isn’t just about transactions; it’s designed to drive frequency, increase ticket size and deepen emotional engagement. By combining digital innovation with personalized rewards, we create experiences that retain guests and turn them into passionate advocates.
While discounts can create temporary spikes in traffic, they often train guests to wait for the next deal. At Nékter, we use discounts strategically to reinforce our mission rather than undermine it.
2. Purposeful promotions
This summer, for example, we’re helping guests navigate rising food costs with 20 percent off purchases of $20 or more. Alongside this, we’ve launched weekly bundle deals that make it easier for people to skip highly processed meals and choose better-for-you options made with real, whole ingredients. These bundles are practical and reinforce our mission to fuel lives with authenticity.
3. Menu innovation and exclusive access
Menu innovation remains a key driver of guest excitement and frequency. We continually reimagine classic flavors with clean-ingredient twists, like our Pineapple Coco Whip Trio, highlighting the best of the season without mystery additives.
To build anticipation and make our best guests feel valued, we often give Rewards Members exclusive early access to new items before public launch. This insider treatment builds loyalty through recognition and gives guests something to look forward to and share.
4. Digital exclusives and personalization
Digital-only limited-time products have become essential in our loyalty strategy, from Halloween-inspired items to major upcoming influencer collaborations. These app-exclusive launches create moments of surprise and delight while driving digital engagement.
A significant shift in our approach has been integrating AI to personalize product suggestions and promotions. Since adopting AI-powered recommendations, we’ve seen a 97 percent increase in upsell revenue. Guests now receive smarter, more relevant prompts based on their behavior and that of similar guests, driving incremental revenue while delivering greater value.
5. Tailored challenges and high-value rewards
We’ve also applied personalization to challenges. Instead of generic goals, we create custom challenges based on each guest’s purchase behavior, encouraging one more visit per week with rewards like extra points or a free ginger shot. These small nudges increase frequency and make guests feel seen.
Our program rewards actions that drive value for both guests and the business. For example, guests who purchase a digital gift card may receive a free limited-time smoothie, encouraging gifting and product trial. Double points days also increase perceived value without lowering prices, preserving margins and growing check averages.
6. Reduce friction
Above all, convenience is essential to delivering on our loyalty promise. Our updated app now offers passwordless sign-in with a phone number and one-time code, plus Apple Pay, Google Pay, and saved payments for seamless checkout.
In-store, guests can check in and redeem rewards by entering their phone number; no QR codes or app fumbling required. This deeper POS integration has streamlined the experience for guests and team members, increasing member adoption rates by nearly eight percent within two months.
Ultimately, loyalty at Nékter is not just a program; it’s an extension of who we are. We focus on personalization, exclusivity, and ease of use to build emotional loyalty that goes beyond discounts. After nine years of refinement, we know a thoughtful loyalty strategy drives sustainable growth. Members spend more, visit more frequently, and feel part of a community.
Building community over transactions
As we deepen digital capabilities, enhance AI-driven campaigns, and explore new collaborations, our loyalty strategy will keep evolving to meet guest needs meaningfully. We’re not chasing short-term wins. We’re building a long-term community of guests who trust us to fuel their lives — one smoothie, bowl, or juice at a time.
By putting value first, making things easier, and continuously innovating, Nékter Juice Bar is redefining what loyalty looks like in health and wellness. And we’re just getting started.
