In-Lane Advantage vs. Mobile-Centric Reach
Bruce's Foodland switched on AppCard's in-lane enrollment and grew their rewards database by +75% in a single month — adding 16,103 net new members compared to their previous mobile-centric program. Same shoppers. Same store. A radically simpler way to join.
“AppCard makes it extremely easy for shoppers to join our rewards program right at checkout. We have seen a 75% increase in shopper participation in just a few weeks. What I'm most excited about is building stronger consumer connections for the future. That is the best way for us to compete.”
Bailee Bruce
PR & Marketing Director, Bruce's Foodland
Quick Facts
Increase in Enrolled Shoppers
Net New Members in 1 Month
Time to Result
Enrolled Members · Bruce's Rewards · 1 Month Post-Launch
The Same Shoppers — A 75% Bigger Database
When enrollment moved from a mobile-first sign-up to the in-lane terminal, member counts surged in just weeks.
Mobile-Centric Program
Members enrolled through a download-first, app-led experience
AppCard In-Lane Terminal
Members enrolled with just a phone number at checkout
Total enrolled members in Bruce's Rewards Program, one month after launching AppCard's in-lane enrollment.
The Story
Mobile-First Sounded Modern. The Register Was Modern All Along.
Bruce's Foodland, a community-rooted Alabama independent, was running a mobile-centric rewards program — the kind that asks shoppers to download an app, create a login, and verify an email before they can earn a single point. After months of effort, the database had grown to 21,285 members.
Then Bruce's switched on AppCard's in-lane enrollment. Cashiers invited shoppers to join with just a phone number at the terminal — no download, no password, no friction. Within one month the program had grown to 37,388 members, a +75% jump and 16,103 net new enrollees.
The takeaway for independent grocers is simple: the barrier to loyalty isn't shopper interest, it's friction. Move enrollment to the moment of purchase, ask for the smallest possible piece of information, and the database — and every campaign powered by it — compounds.
Why the In-Lane Terminal Wins
Less Friction, More Members, Better Data
Zero-Friction Enrollment
Shoppers join Bruce's Rewards with just their phone number at the register — no downloads, no email confirmations, no passwords to remember.
Meets Shoppers Where They Are
The in-lane terminal lives where every shopper already ends their trip. That ubiquity is what mobile-centric programs can't replicate.
Faster Database Growth
More enrolled shoppers means a bigger, richer first-party dataset — fueling personalized offers, CPG-funded campaigns, and long-term loyalty.
Ready to Transform Your Rewards Program
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