Comarch Loyalty Management (CLM) Implementation At Costa Coffee
Before its collaboration with Comarch began, Costa Coffee had been using a third-party legacy system for running its customer engagement operations. No longer satisfied with the scope of functionalities it offered, Costa was deliberate in finding a loyalty management technology provider whose system would make it possible to create immersive loyalty programs and customize them to the company’s needs. Costa’s intention was to push past the limits set by traditional loyalty management platforms and incorporate the latest customer engagement techniques to build stronger relationships with its clients. This is where Comarch enters the conversation.
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.
