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.