Engaging with loyal customers
Conceived in 2004, one of India’s fastest growing chain of cafés, Coffee Culture: the Ristorante Lounge has established itself as the “youth hangout” in the past few years. Awarded as the Emerging Cafe Chain of the Year by Franchise India, it is now a crowd-pulling sensation with 21 outlets sprinkled across the country.
Given that their target audience is a demographic famous for fickleness, how did they manage to retain a major chunk of their customers?
Coffee Culture did it, with eWards.
Building loyalty among millennials, a few hundred credits at a time
eWards created an integrated loyalty program — the CC Gold Membership, for the part lounge, part café to boost retention. Maintaining a constant stream of free perks and exclusive deals, just like food at a relative’s place (minus the judgement), CC treats all its Gold members as VIPs.
Incentivizing activities such as buying a particular combo or prepaid coupons, they drove foot traffic into their outlets. However, if you’re catering to the millennials with a dying attention span, you must engage them digitally too. And if you’re smart like the Founder of CC, Gaurave Naarang, you’d get an app to do it for you.
eWards, once again, stepped up to design, develop and launch the branded Coffee Culture App, which now has more than 10K downloads. It’s no wonder that an app dedicated to offers, special deals, allows you to order from the right outlet and channel of your choice, and most importantly- manage bills, coupons and cashbacks all in one place- hit the right chord with their young consumers.
“Would always recommend eWards for their hands on approach and working with brands very closely to grow using the latest technology.”
Keeping up with the changing times
With data collection at the POS and real time and in-depth reporting, right down to managing the loyalty program, CC was able to understand their customers’ needs and fulfill them.
“eWards efficiently facilitates data oriented marketing and decision making. We always associate eWards as a team for their proactive servicing and support.”