Top Story

e4m_logo.png

Home >> Marketing >> Article

Barista Coffee to woo new customers via loyalty plan

07-April-2004
Font Size   16
Share
Barista Coffee to woo new customers via loyalty plan

Barista Coffee has launched a smart card customer loyalty programme called ‘Brewards’ in Bangalore. The company is aiming to get 10,000 to 15,000 new customers in the fiscal through the programme, which gives discounts based on repeat purchases from Barista.

Among other marketing initiatives, the company also announced plans to expand its presence to an additional 35-40 outlets in the country.

Addressing reporters, Barista Coffee Company head of marketing and strategy, Brotin Banerjee said that the chip embedded smart card would help working professionals and students avail of 10 and 12.5 per cent discount respectively. Customers could also accumulate value points against every purchase which can be redeemed for free beverages on subsequent purchase.

Each card, valid for a year, is priced at Rs 25. The programme is a strategy to reward Barista loyalists and for attracting new customers, Mr Banerjee said. In the coming six months, Barista would launch the programme in its existing outlets in Kolkata, Delhi, Mumbai, Pune, Ahmedabad and Chennai, he said. Speaking about expansion plans, Mr Banerjee said, “We have almost reached a consolidation phase. We are looking at adding around 35 to 40 outlets in India and a few in the overseas market in the next six months.” He said that the company would launch a new audio feature ‘Sound of Barista,’ involving customisation of the music in its outlets to suit the taste of the customer profile visiting each store.

Tags

Innovation and connecting with customers in all ways possible is their mantra for successful marketing communication

Bixler revealed that the likes of The Ministry of Tourism, The Art of Living and The Indian Debating Union have partnered with the festival that will be showcasing the culture and diversity of India

In conversation with exchange4media, Vighnesh Shahane, CEO, IDBI Federal Life Insurance, spoke about his vision for this new marketing initiative, how the brand’s marketing efforts through sports have helped them and his business goals for 2018

This agency was born after national brands reportedly struggled to connect with the south Indian audiences

The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch.

In an effort to make Indian roads safer for women scooter riders, leading tyre manufacturer CEAT has introduced the CEAT Safety Grip - a perfect combination of innovation and functionality

Partners with Mumbai Juniorthon as ‘Safety Travel Partner’