In order to achieve these goals we needed to look to data. Costa Coffee’s own data revealed significant insights into the habits and needs of their loyal customer base. From this insight we saw that the free coffee day promotions of the past had created successful campaigns. This felt like the right direction to follow, particularly as people needed a pick me up as we emerged from lockdown into uncertainty. Yet the reality of the pandemic was still evident and we needed to find a way to utilise the promotion which wouldn’t encourage queues and crowding in stores.
Click and collect retail had boomed over the pandemic and become a daily staple of consumer practice. Costa Coffee had recently rolled out click and collect functionality on their app, yet 70% of their loyal customer base preferred to use the loyalty card rather than the app so we needed to encourage more people to download it. To do this, we would link a free post lockdown coffee to app downloads in [insert date].
First party data showed us pre-lockdown behaviours, revealing how likely Costa Coffee customers were to make a purchase. When combined with live geo location data, which denoted proximity to a Costa Coffee touchpoint, we believed that we could use all this data to locate consumers with a relevant and compelling offer to revive the customer base.