Independent artisan coffee chain, SOHO Coffee Co., has partnered with Yoyo, Europe’s fastest growing mobile payment and loyalty marketing platform, to build and power a new payments and loyalty app experience for its customers.
SOHO Coffee Co., which opened its first store in Cheltenham 20 years ago this year and now has a global presence, is famous for its signature Organic, Fairtrade and Rain Forest Alliance Certified coffee and freshly prepared handmade food.
The brand has gone from strength to strength, with a doubling of its independent sites in the last 2 years combined with a growing loyal customer base who are increasingly purchasing food alongside their daily caffeine fix. The brand’s strategy to offer a points-based app experience rewards loyal customers with a point for every penny spent in store, across food and drink. Unlike many of their competitors, SOHO has chosen not to split out their signature blend in a separate digital coffee loyalty stamp card. Instead, customers can redeem points exactly as they choose, across a full range of food and drink and will still benefit from SOHO being one of the best coffee loyalty offerings on the high street, receiving the equivalent of their seventh coffee free.
Customers will be able to pay, earn & redeem points all in one scan and as Managing Director, Penny Manuel, comments, “The launch of the SOHO app enhances our data-led loyalty programme, which places customer experience at the heart of everything we do. SOHO prides itself on the highest quality, freshly prepared food and drink, made to order. The introduction of the app allows us to concentrate on delivering good food quickly and more importantly delivers the high levels of speed & service our customers expect”. In keeping with SOHO’s ethos of handmade & freshly made to order, the brand confirms that there are no plans to introduce ‘click & collect’ pre-ordering, as it ‘compromises quality’.
To celebrate the launch the brand is giving their customers a head-start, gifting them their first 100 points. “Having thought long and hard about how we can best reward our loyal customers, we believe our new in-app points rewards scheme fulfils this simply and conveniently. Being able to connect with customers and generate tailor-made, relevant benefits is a win-win for everyone and will strengthen long term relationships with our valued customers. Given their sector experience, we felt Yoyo were the right partner for this project”.
The launch of the branded app further enhances SOHO’s instore free Wi-Fi and overall digital strategy. Available to download for iOS and Android users from Monday 28th January, the new fully branded Yoyo-powered app will be rolled out to all SOHO Coffee-owned stores in the UK, providing customers with secure, straight-through mobile payment, automated loyalty points, SOHO product rewards, and fully itemised digital receipts - all in a single moment at the point-of-sale.
Michael Rolph, co-founder and CEO at Yoyo, said: “We’re delighted to be working with SOHO Coffee Co., which is leading the charge among high street brands to truly transform the in-store experience - utilising purchasing behaviour to instantly and personally reward all of their valued customers. It is this strategy that adds real value to the customer experience, drives in-store footfall and, crucially, increases CLV.”