Loyalty Programs in Coffee Chains

Marco Van Komar

Leader Tem

Submitted By:

Parul Agrawal G002

Anshul Goel G020
G042
Mohd Adib Mustafa G047
Desiree Periera
 Loyalty
Loyalty
Programs
Programs Drawbacks
Drawbacks
Industry
Industry in in
Overview Of Major
Of Major
Overview Existing
Players
Players Existing
Program
Program

Dominant
Dominant Comparison
Comparison
Players Of Of Recommendatio
Recommendatio
Players ns ns
Loyalty
Loyalty
Programs
Programs
Industry Overview
Consumer Foodservices Global Industry
Industry Mega Trends
Consumer Foodservices Global Industry
Industry Mega Trends
Consumer Foodservices Global Industry
Coffee Chains with Loyalty Programs
 Costa Coffee Club
Slab Coffee Admirers Coffee Lovers Coffee Freaks

Slab Min Value 0 2501 10001

Slab Max Value 2500 10000 1000000

Discount 5% 7.5% 10%

Other Benefits:
Earn Rewards: No matter where you Services.
Get Customised offers: Instantly on your mobile.
Omni-channel: retail membership.
Special previews : Season & End of season.
Bonus Points: On Birthdays
 My Starbucks Rewards
Welcome
Something Special on Birthday
Free Size Upgrade on any beverage
Green
Something Special on Birthday
Free Beverage Customization on
any beverage
Free tall hot drink on purchase of
250g whole bean coffee
Free size upgrades for featured
beverages during first 2 weeks of its
launch
Gold
Something Special on Birthday
2 Free beverage customizations
Free tall hot drink on purchase of
250g whole bean coffee
Free size upgrades for featured
beverages during first 2 weeks of its
launch
Free tall Drink for every 10 Stars
 Barista Lavazza – Bean ‘o’ holic
Beginner Bean ‘o’ holic Premium Bean ‘o’ holic
3% points back After accumulating 100 points, 5% After accumulating 300 points, 10%
points back points back

First Coffee retailer in India to start a Loyalty Program

 Café Coffee Day Rewards
App

Earn 10% Refer and Customized

Go Cashless
Cashback Earn Offers

• 10% Cashback as beans

• Share your referral code • Personalized offers based • Pay using the beans in
on every transaction
with friends and family on preferences your account by flashing
• No Minimum Spend
earn 25 beans after they • Earn more Beans on
Required the QR code to the teller
make their first redemption of Special
• Redemption on wide
transaction Offers
range of beverages
Snapshots of the CCD Rewards App


User Reviews of the App


Comparitive Analysis

Feature Costa Coffee Starbucks Barista

Benefits On Special occasions

Plan upgradation options

Size upgrades

Customization
DRAWBACKS
Don’t limit the Experience to the App Beans Expiry date issue
3 months is too short a time for
CCD should use a CRM solution whereby
customers to redeem Beans earned
customers can access their Beans by providing
through referrals
their mobile number

Redeeming the Beans Referral Programs

Customers should be allowed to redeem Customers should be able to refer at
the Beans even on Combos. If it’s least up to 10 people each, 4 is too less.
hampering the business then CCD can
increase the purchase amount for which
Beans are issued, say 1 Bean for every 20
rupees spent

Don’t lose sight of your target audience

The main target audience would include teenagers. The program should be customized to their needs and
building a relationship with them to ensure repeat purchase
 REVISED LOYALTY PROGRAM  CCD can move to a Tier system
with increasing benefits that
motivates customers to spend
more
Connection

 Can provide discounts based on

the Tier the customer is in

 Offers can be personalized based

Rewards Communication
on customers tastes and past
Loyalty purchases

Program  Bonus points can be given for

social media reviews or referrals

 Offers and rewards to customers to

help celebrate important events in
Personalization Convenience
their life
Thank You!