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Peet's Coffee 从重新启动的忠诚度计划中获得回报,现在采用分层奖励结构

发表于 Nov 5, 2021 15:36:19 | 显示全部楼层
Peet's Coffee & Tea 于 10 月 6 日与 Paytronix 重新启动了其忠诚度计划。 作为 Peetnik Rewards。现在,作为新的分层奖励结构的一部分,客户可以选择将积分兑现以获得不同价值的奖励。
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下载该应用程序的新会员将获得 125 点欢迎积分,他们可以立即兑现或储蓄以获得更大的奖励。与星巴克在 2019 年对其忠诚度计划的改进类似,Peetnik Rewards 的价值范围从替代牛奶和浓缩咖啡到免费饮料和早餐食品、K-Cup 豆荚/浓缩咖啡胶囊一直到最有价值的奖励咖啡豆。

“我们清楚地听到客户希望更快地获得奖励,”Peet's Coffee 忠诚度和增长营销总监 Lisa Regelman 告诉 Nation's Restaurant News。 “他们想要选择和控制这些奖励。使用我们的旧计划,访问 15 次后,您将获得一杯免费饮料,该优惠将在 30 天后过期。所以如果你不在这 30 天里,那真是太可惜了。”

此前,该奖励计划也仅提供免费咖啡,现在客户可以在茶、食品或豆类上兑现,并在总共 20 种奖励选项中提供购买折扣。其他功能包括专为会员提供的菜单项、提前移动订购和送货、生日奖励积分以及 Peetnik Rewards 周年纪念日的免费饮料或烘焙食品。

顾客可以通过提前订购、送货或扫描二维码进行店内购买来累积积分。

“[使用旧应用程序] 很难在商店中扫描您的应用程序,”雷格尔曼说。 “我们让它变得更容易了,问题也减少了。我们还提高了您的积分在应用程序中的可见度,以便客户可以更轻松地看到他们距离奖励还有多少积分。”

目前没有个性化功能(即基于购买历史和客户数据的建议和奖励),但不排除未来:

“我认为忠诚度计划是活生生的,会呼吸的东西,”雷格尔曼说。 “我们对这个项目的最终目标是为客户带来与比萨配料相同的手工体验,并将其转化为我们的项目。个性化绝对是我们正在寻求改进的东西。”

Peet’s Coffee sees returns from relaunched loyalty program, now with tiered rewards structure

Peet’s Coffee & Tea relaunched its loyalty program with Paytronix on Oct 6. as Peetnik Rewards. Now, customers can choose to cash in their points for rewards of varying value as part of a new tiered rewards structure.

New members who download the app will receive 125 welcome points that they can cash in immediately or save up for larger rewards. Similar to Starbucks’ revamp of its loyalty program in 2019, Peetnik Rewards range in value from alternative milks and espresso shots to free drinks and breakfast items, K-Cup pods/espresso capsules all the way up to the most valuable reward, coffee beans.

“We heard loud and clear that customers wanted to earn rewards faster,” Lisa Regelman, director of loyalty and growth marketing for Peet’s Coffee told Nation’s Restaurant News. “They wanted choice and control over those rewards. With our old program, after 15 visits you earned a free beverage, and that offer expired after 30 days. So if you weren’t around those 30 days, it was a bummer.”

Previously, the rewards program also only offered a free coffee and now customers can cash in on tea, food, or beans as well, along with purchase discounts among 20 reward options in total. Other features include menu items specifically for members, mobile order ahead and delivery, bonus points on your birthday and a free drink or baked good on your Peetnik Rewards anniversary.

Customers can accumulate their points via order-ahead purchases, delivery or by scanning the QR code for in-store purchases.

“[With the old app] it was hard to scan your app in store,” Regelman said. “We made it a lot easier and are seeing a reduction in issues. We also increased the visibility of your points in the app so customers can more easily see how many points they are away from a reward.”

Currently there are no personalization features (i.e. suggestions and rewards based off purchase history and customer data), but don’t rule that out for the future:

“I view loyalty programs as living, breathing things,” Regelman said. “Our goal ultimately for this program is to bring that same handcrafted experience that customers get from like their pizza toppings and translate that into our program. Personalization is definitely something we’re looking to improve upon.”

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