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SOHO Coffee Co.
Membership Marketing Services:
Membership design and launch for a new membership loyalty programme
SOHO Coffee Company is an independently owned international coffee chain
Working with the business for five years on a retained basis, one-off project to support the launch of the new member loyalty initiative
Support by apt:
apt was responsible for planning, developing and implementing a member loyalty initiative ‘CLUB SOHO’.
The campaign needed to include rewards for returning and occasional members alike, giving them access to exclusive offers and discount vouchers as well as immediate rewards for custom. It was agreed that each group needed to be treated differently but that the programme should be clearly branded and identifiable.
Action included developing the core ‘CLUB SOHO’ look and feel as an umbrella for:
in-store day part offerings including ‘breakfast club’ collateral
loyalty cards for regularly returning coffee drinkers
flying club meal deal specifically available to travellers in airports
store specific offers via email to subscribers
The collateral went live in all stores and encouraged customers to subscribe online. Starting with an initial database of 300 members, ongoing cross-platform promotion built the database to over 1000 in the first month with 5000 in six months. The first supporting email received a 40% open rate, with results maintained across the campaign. Once established, the initiative was given to in-house staff to maintain, populate and grow.