Marks & Spencer (M&S) is set to trial a digital coffee stamp card app in 58 of its Hot Food on the Move and Cafes in the Greater London area to reward customers for their loyalty.
The ‘M&S Barista’ app, launched in partnership with digital consumer engagement specialists, Eagle Eye Solutions – which also worked with M&S on the retailer’s ‘My Offers’ section of the ‘My M&S’ app – will replace the current paper card for their digitally-engaged customers as part of the trial. The app has been designed to provide M&S customers with benefits and rewards earned through purchases and visits to M&S.
M&S have been pioneering personalisation and this next step brings relevant rewards and incentives to the forefront of their digital offering, meaning the brand can issue relevant rewards to its customers at the right time and in the right place.
Unlike paper stamp cards, consumers will no longer forget to redeem their complimentary coffee, as the app is push-notification enabled for customer convenience – and M&S will use that facility to remind customers when their stamp card is nearing completion or is complete. Customers with one stamp to go will be sent an offer to encourage them to pop into store and collect the last stamp.
Mathew Legge, Senior Marketing Manager at M&S explains: “We are focused on providing our customers with excellent quality, value for money and convenience. The trial of a digital loyalty card in our Hot Food on the Move and Cafes will further help us meet those aims, whilst rewarding our customers for their loyalty.”
Phillip Blundell, CEO of Eagle Eye Solutions, adds: “Digital stamp cards are one of the simplest ways through which businesses can drive loyalty and increase visit frequency. For M&S this trial will not only strengthen customer loyalty, it will also help them to stay one step ahead of competitors in the food-on-the-go market.”
As part of the trial, the app will be integrated to M&S’s CRM and POS technology, which will enable seamless usage and redemption of loyalty rewards such as a free drink following a certain number of beverage purchases.