Upgraded Customer Loyalty Programmes

Considering the Commerce Commission's interest in loyalty programmes and how they affect the consumer experience, upgrading your loyalty system couldn't come at a more opportune time.

Café Coffee & Bakery Systems (NZ) Ltd, the New Zealand master franchisor for the Esquires Café and Gloria Jean’s Coffees brands, has upgraded its customer loyalty programmes for all franchisees in New Zealand.

The programmes have been overhauled and streamlined with a fully integrated online ordering system incorporated and launched on the loyalty app. Customers will be able to order and pay for drinks online using the app, and collect in-store.

Although physical cards will still be available for customers without smart devices, customers are encouraged to download the respective brand’s Digital Loyalty Apps. Once they have signed up, the App generates the customer’s Digital Loyalty Membership Quick Response Code (QR). Their account also includes a transactional history page which allows them to track their purchases.

Customers will earn points for every dollar spent on hot/cold made drinks (excluding pre-packaged). The points can be redeemed in-store, and every new member will receive an initial 500 points which gives them a free small coffee on sign up.

“Our focus is to move all our regular customers to the Loyalty App which will offer a superior user experience while also improving the franchisees’ ability to manage this experience in their cafés,” commented Stuart Howard, Business Development Manager for the brands.

“The addition of an online ordering facility adds more convenience for customers to also supplement meeting the requirements of social distancing and contactless operations dictated by our Covid Alert Levels.”

The apps were launched in July 2021 and are available for download from the Apple App Store and Google Play Store.