Magazine article Marketing

Costa Coffee Rolls out Customer Loyalty Card

Magazine article Marketing

Costa Coffee Rolls out Customer Loyalty Card

Article excerpt

Costa Coffee is launching what it claims is the most comprehensive loyalty scheme in its sector, in an attempt to press home its dominance of the UK market.

The coffee-shop chain is increasing the pressure on rivals Starbucks and Caffe Nero with the launch of a nationwide points-based programme.

The Coffee Club loyalty card, which Costa is launching tomorrow (Thursday), gives customers five points for every pounds 1 spent in its stores, with every point worth 1p.

The company will also offer extra 'reward opportunities' throughout the year via 'bonus-point' promotions.

Costa claims it is the first points-based loyalty scheme in the coffee industry. It allows consumers to collect and redeem points on all its food, drink and other merchandise.

The scheme replaces Costa's prepay Store Value Card, which had been in use for the past three years.

To support the launch, Costa's lead agency, Meteorite, has created a recruitment campaign that spans direct mail, online and in-store activity. Using the headline 'Love free coffee? Join the club', it aims to encourage consumers to pick up a card in stores.

Meteorite will also be responsible for handling the CRM strategy for the scheme. …

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