Introducing the digital-first Coffee Club
The Bean Scheme
Introducing a simplified, frictionless digital-first coffee club for Costa customers that will act as a platform to boost brand love and preference in the coming years, as well as being a driver of growth and market share. This updated loyalty program offers customers ‘beans’ instead of points, buy 8 drinks and get your 9th free. The updated scheme makes things easier for customers and gives them more ways to earn ‘beans’. Who doesn’t love a freebie!
We set up a six month testing programme, using the results to inform our approach. When it came to rolling out the campaign to our wider base, we split it into four key phases: pre-tease, tease, migration and onboarding. In pre-tease we built anticipation, in tease we excited customers with the updated loyalty scheme benefits, encouraging app usage. In migration, we maximised awareness and engagement. Finally, in onboarding, we helped members make the most of the new scheme, working to increase average transactional frequency.