Club SOHO Strategy

Background:

SOHO Coffee Co. is an independently owned coffee chain that retails 100% fairtrade and organic coffee alongside a distinctive range of fresh, hand-made quality food. You'll find outlets in the UK and internationally, including high streets, shopping centres, leisure sites, motorway services and airport outlets. 

Working with SOHO Coffee Co. apt collaborated closely with the company's Directors to develop the brand and supporting collateral. The latest development to enter the 'wall of fame' is a new loyalty scheme - CLUB SOHO.

Objectives:

To provide a strategy and mechanism for a UK-wide SOHO loyalty programme. The campaign needed to include rewards for returning and occasional customers alike, giving them access to exclusive offers and discount vouchers as well as immediate rewards for custom.

Actions:

apt and SOHO worked to identify the core objectives for CLUB SOHO in a bid to provide rewards for all the different customer bases. 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

Results:

The collateral went live in all stores for the beginning of March 2012 and
encouraged customers to subscribe online. The in-store collateral
featured a QR code with the registration url, which has been gradually
increasing in scans. The subscribers list continues to build daily and the first
email received a 40% open rate. The development of the loyalty programme was
continued throughout 2012 with careful monitoring of the most popular
offerings.

 

SOHO Coffee Co. Brand Strategy

SOHO Coffee Co. Brand Strategy

SOHO Coffee Co. Brand Strategy