Last night at the Grosvenor House Hotel in London MRM Meteorite won both the CRM/Loyalty and the Data-Driven Marketing Week Engage Awards for the Costa Coffee Loyalty Program.
Also the recent winner of the Grand Prix at the recent Marketing Week Data Strategy Awards in the U.K., the Costa Coffee Club campaign has been a great success for Costa and MRM Meteorite, which created, launched, and has run Costa Coffee Club during its first three years.
In a world where a single street can house five or six coffee shops, where wallets are filled to bursting point with loyalty cards and where spam is seen as a daily nuisance; MRM was given a seemingly impossible task: to drive incremental behavior and loyalty from Costa Coffee Club emails.
Recent Fast Company Co.Create article by Meg Carter: “How Costa Coffee Used Data to Drive Loyalty and Sales” lays out how Costa “used customer data from multiple sources to create sharply targeted communications that drive a loyalty program that actually works for buyer and brand.”
Carter wrote, “Loyalty programs aren’t exactly a big innovation, but they’re seldom done right. One thing that sets Costa’s loyalty scheme apart from others is the response rates it has achieved from active users.”