Implementing and reporting on Caffè Nero’s loyalty gift card promotion
CUSTOMER NAME:
PROJECT TYPE:
New programme launch
SAVVY EXPERTISE:
Platform configuration
The Caffè Nero card really is a great success for us and we are delighted with the support we have had from day one with Savvy. We would strongly recommend them to any retailer looking for a committed service delivery partner in the customer engagement space.
Partnerships Manager at Caffè Nero
About
Italian-influenced coffee giant Caffè Nero was founded back in 1997 in London and has since grown exponentially. Today, they have over 1,000 coffee houses in eleven countries worldwide including the UK, Sweden, the UAE, and the United States
The challenge
In a bid to reward their loyal customers and drive in-store purchases of their gift cards, Caffè Nero wanted to set up a time-limited promotion that would be available in their own coffee shops only. The promotion would add 20% of the card load value automatically if the minimum load value was at least £25 and this can be redeemed normally as per any other Caffè Nero gift card with no restrictions or exemptions.
Alongside offering this option, Caffè Nero wanted to be able to accurately understand the return on investment of this promotion in order to understand both its impact on card sales, and to observe the subsequent card redemption behaviours of these cards.
The Savvy solution
Savvy devised a solution via our Rewards module. We used it to create the customer offer, set the promotional time frame, and include Caffè Nero stores but not any other sales locations. The campaign was configured to assign reward top-ups to a Caffè Nero marketing cost centre (i.e. the free £5), rather than confusing the internal store financial reconciliation processes. The barista at the till takes £25 in payment for the gift card and the £5 reward top-up is then instantly added by the Reward MID, bringing the gift card balance to £30 before the customer has left the counter.
To track the promotion, our analytics reporting identified this load activity by day, store and time of day. We were then able to compare this to non-promotion timeframes to understand the promotional impact and, ultimately, the return on investment.
