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

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...