Founded in London in 1971, Costa Coffee is the second-largest coffee shop chain in the world and the largest within the UK. With nearly 50 years of coffee experience, Costa has over 3,800 stores across 32 countries and employs nearly 20,000 team members. Costa is growing worldwide, and as a total coffee company, Costa is providing customers the chance to enjoy a Costa coffee, whatever the occasion, whether that’s in-store, via a Costa Express machine or at-home or on-the-go. Though acquired by the Coca-Cola Company in 2019, Costa is headquartered in Dunstable, UK.
Comarch provided Costa Coffee with a comprehensive customer engagement solution, specifically the Comarch Loyalty Management system that allows users to build and manage simple to complex loyalty programs with minimal effort.
Comarch Loyalty Management provides a wide range of functionalities, including segmentation, daily promotions, survey, and lotteries that Costa can now use to drive customer loyalty effectively.
Implemented over a period of 9 months, not only has the system helped the company revamp its marketing strategy, but it also paved the way for various initiatives built around customer engagement. An example of such an effort is Costa mobile ordering, a dedicated mobile application that enables Costa Coffee’s customers to order and pay for their beverage of choice before they arrive at a Costa store to collect it.
The established Costa Coffee Club, however, has become a platform for customers to collect loyalty points across all points of sale - physical stores, Costa Express machines, and mobile ordering – and exchange them for free cups of coffee, as well as many other rewards. With more than 6 million active members to date, it is fair to say that our loyalty project with Costa Coffee has turned out, and continues to be, a huge success.
During this particular project, as Comarch, we were responsible for:
At this point, Costa Coffee is using three core Comarch solutions to improve its business performance: Loyalty Management, Campaign Management, and Business Intelligence.
As for our plans for the future, we’re currently discussing the implementation of the latest artificial intelligence and machine learning mechanisms that can help Costa identify individual patterns in customers’ behavior and provide offers that are in line with their customers’ preferences.