Rather than encouraging its members to carry around a physical Costa Coffee Club rewards card, the brand is now offering an app for Android and Apple devices to provide perks on the go.
With the app, it's possible to see your total account history and points collected over time with a unique timeline overview. With this view, the app translates the number of points earned over the course of a year into dollars, so that the savings are really apparent. In addition to being able to view points, the app also lets users customize their profiles with photo uploads, view nearby locations, check hours of operation and check out what's new on a constant basis. To use the app in-store, it's as simple as scanning a QR code, although card numbers are still accessible within the app as well.
Timeline Reward Apps
Costa Coffee Club Members Can Now Redeem Points with an App
Trend Themes
1. Mobile Loyalty Apps - Opportunity to create mobile apps that allow customers to easily access and track their loyalty rewards.
2. Timeline Overviews - Opportunity to provide customers with a timeline overview that shows their rewards progress and encourages continued loyalty.
3. Personalized Profiles - Opportunity to allow customers to personalize their loyalty profiles with photo uploads and preferences.
Industry Implications
1. Coffee Chains - Disruptive innovation opportunity for coffee chains to adopt mobile loyalty apps that enhance the customer experience.
2. Retail - Disruptive innovation opportunity for retailers to implement timeline overviews in their loyalty programs to engage and retain customers.
3. Restaurant - Disruptive innovation opportunity for restaurants to offer personalized loyalty profiles that cater to individual customer preferences.