Shortly after Pret a Manger announced their YourPret monthly subscription service, healthy eating grab-and-go brand LEON unveiled something similar. They’re offering up to 75 drinks a month for £15.
LEON’s Unlimited Coffee offer depends on people using a click-and-collect app called SmartOrder.
The difference between the two is in the detail. LEON’s offer is managed with an innovative use of gift vouchers. Instead of a rolling contract like YourPret (or Netflix etc), customers can choose if they want an Unlimited Coffee voucher for that month.
The downside is no auto-recurring revenue, but the benefit is a speedy setup for LEON to take advantage of a new trend. It also provides the same benefits of a subscription scheme that we covered in Wednesday’s email.
Likewise, if customers have to use an app or online-payment platform to purchase the offer, it grows Leon’s customer database. The very act of signing up for Unlimited Coffee identifies those customers as loyal and regular visitors, a valuable segment for marketing.
LEON’s Unlimited Coffee promotion is further evidence that digital services are the new catalyst for mass customer loyalty.
Keep an eye on your inbox for more information on Stampede’s upcoming digital loyalty app, coming soon.