Costa’s new app, which launches this week, will allow the 3 million members of its Coffee Club to log into their account, update details and check balances to see what they are eligible to buy with the loyalty points they have earned.
It will use the Facebook app to offer customers the chance to earn bonus points by purchasing products at certain times. As part of its introductory offer, Costa will offer 1 million points to members through competitions.
Ben Cook, loyalty manager at Costa says: “It is a brilliant way of communicating with our customers, allowing them to access their account but at the same time, we can reward customers for being fans through bonus points when they spend in store.
“As a business, we suspect that our Facebook fans are some of our most valuable customers, and this app will mean that we can prove this and reward them accordingly.”
Costa has been looking at ways of extending its Coffee Club scheme. Marketing Week reported in January this year that the firm was considering extending its loyalty scheme to its self-serve business Costa Express.
Earlier this year, Starbucks faced a backlash when it introduced its My Rewards programme alongside a payment app.
Customers complained that the programme had revoked previous rewards, set the standard for its “Gold membership” too high and awarded stars based on the number of transactions rather than the value, meaning customers buying multiple drinks were given the same as those buying a single drink.