We all take inspiration from what’s around us, no matter whether that is in the physical or digital space. Much like the stamps in a traveller’s passport marking adventures across the globe, coffee shop loyalty stamps symbolise a journey of flavour, discovery, and connection.
Loyalty cards are more than just a marketing tool – they’re becoming essential for customer retention. According to Lumina Intelligence, loyalty schemes are now one of the fastest-growing factors influencing customer visits. For example, Caffè Nero, one of the top five most-visited coffee chains, attributes much of its success to its loyalty programme. In fact, 85% of consumers agree that loyalty programmes encourage them to keep shopping with a brand (The Bond Loyalty Report). But why are these programmes so effective? The answer lies in human psychology.
First and foremost, that desire for rewards is the core of such effectiveness. As humans, we crave reward and positive reinforcement. Through loyalty programmes, consumers stick with a brand in anticipation of receiving a valuable reward, whether that is a freebie, a discount, or exclusive access to new products/offers.
The gamification of loyalty programmes also encourages retention. As humans, we have a natural desire to constantly progress and successfully achieve goals. Most loyalty programmes align with this, as paths and goals are set for consumers to tick off with each purchase, leading to the ultimate goal/milestone. This sense of achievement leads to a positive feedback loop whereby consumers continuously feel good after making progress, encouraging them to repeat purchase and feel the same sense of joy time and time again.
To pre-tick or not pre-tick? You may wonder why some loyalty cards start with one slot already ticked, well it is simple it makes customers feel closer to a reward and more likely to continue than if it was not pre-ticked.
In addition, these programmes help consumers to justify and validate their purchasing decisions, and they also lead to a sense of obligation, as consumers feel they need to stay loyal to the business in order to return the favour for offering such rewards for loyalty.
Whilst loyalty schemes are beneficial to consumers due to their rewarding incentives, it is important to also consider what is in it for you.
For businesses, loyalty programmes are a win-win. They drive repeat purchases and increase sales. A 5% boost in customer retention can increase profitability by up to 75% (Bain & Co). Moreover, these programmes provide valuable insights into customer preferences, enabling personalised marketing that resonates with your audience.
While loyalty schemes bring customers back, it’s the accompanying culinary creations that make the experience unforgettable. Here are some innovative ideas to elevate your coffee shop menu:
- Croissants of all shapes and sizes can be spotted no matter where you turn these days (read more about the craze here https://www.macphie.com/insight/tap-into-the-croissant-craze). Most recently, the latest croissant obsession is the cubed croissant. Pioneered by Bedros Kabranian, an award-winning pastry chef from Sweden, the croissant cube features a distinctive design that sets it apart from other pastries and opens a myriad of creative opportunities for bakers. This cubed croissant topped with Sweet Snow® is so simplistic yet so eye catching (and great for dunking into your coffee or hot chocolate if you take inspiration from the French!).
- Inspired by Asian bao buns and the classic English banoffee dessert, this sweet Banoffee Bao Bun is the perfect pairing for a latte or cappuccino. Its origins trace back to The Hungry Monk in East Sussex, where the dessert was born from a tweak to an American recipe.
- Textural contrasts are trending, and these brûlée blondies deliver with their caramelized top and chewy interior – a treat that taps into the growing popularity of blondies.
- Brownies are a coffee shop staple and with Macphie Brownie Mix you can top, fill and load them to create eye catching and mouthwatering treats.
In today’s competitive coffee shop market, loyalty programs and innovative menus aren’t just perks—they’re necessities. By combining memorable rewards with irresistible culinary creations, you can stand out, foster deeper connections with your customers, and ultimately drive your business forward.
For more coffee shop recipe inspiration, head over to our website – Macphie Ltd | foodservice and bakery solutions.