brand marketing blog

Wild Bean has taken a big leap ahead of Starbucks with the recent launch of their upgraded coffee loyalty scheme. Whilst Starbucks is years behind the New Zealand coffee market having only recently introduced a miserly 10 for 1 coffee card scheme, Wild Bean Cafe has just rolled out a 5 for 1 system based on a neat little token that you attach to your keyring.

By having the token on your keyring you have 'top of mind' awareness of Wild Bean every time you drive your car. If you're like me and hate having to carry loyalty cards in your wallet, this simple token system is a godsend. Their standard loyalty reward is 6 for 1 but by registering online or via text, you are upgraded to the 5 for 1 offer. The 'hook' is that you have to supply your email address and a bunch of other personal details.

So now Wild Bean have a detailed record of every coffee you have purchased and are able to match this to your age, sex, mobile number, address, geolocation, plus a host of other valuable demographic information captured through the online registration system.

This is a CRM (Customer Relationship Management) dream come true. I'd expect to see Wild Bean use this deep insight into their market to target personalised messages to generate more frequent use and stronger loyalty. They have embraced the concept of 'permission marketing' and have added a good dose of targeted personalisation. It's a great recipe for success.