Top Story

e4m_logo.png

Home >> Marketing >> Article

Barista Coffee to woo new customers via loyalty plan

07-April-2004
Font Size   16
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

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Strategized and executed by WATConsult, the campaign portrays different personalities through different shades of make-up.

At the recent unveiling of the Pitch Madison Advertising Report 2018, industry leaders from Dominos, Titan Watches, Nature’s Basket and Big Bazaar drew their conceptual learnings on factors that build...

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.