LIFECYCLE CAMPAIGN:

Customer Rewards Program Implementation

The Client Profile:

Our client is the world’s leading baked goods and coffee chain, serving more than 3 million customers each and everyday. True to their name, they offer 50+ varieties of donuts, but they also serve dozens of premium beverages, bagels, breakfast sandwiches and other baked goods. The company has more than 11,500 restaurants in 40 countries worldwide.

THE CHALLENGE:

This renowned cafe establishment was seeing trending popularity with loyalty programs across comparable QSR brands. To test their own customers’ response to loyalty, they wanted to pilot a rewards program that employed targeting and engagement as well as offer tactics to increase customer transactions.

THE SOLUTION

CP developed a marketing strategy that leveraged insight-driven program tactics and an ascending dynamic offer matrix, designed to deliver across multiple channels to compel acquisition and increase visits within a loyalty/rewards structure.

THE RESULT

The Rewards Program was implemented with impressive results:

  • +60% lift in accumulative spend from customers joining the program
  • +40% lift in incremental spend across the remainder of the pilot
+40%
in incremental spend across the remainder of the pilot
+60%
lift in accumulative spend from customers joining the program