Introducing the Bean’O’holic loyalty initiative, Mr. Sanjay Coutinho, CEO, Barista India, gives us insight into the mind and strategy behind its initiation to Aadeetya Sriram.
Aadeetya Sriram (AS): What is your “Bean‘O’holic” initiative all about?
Sanjay Coutinho (SC): Bean‘O’holic, is our new loyalty and gift card programme, recently launched with the initiative to create brand exclusivity and to strengthen customer loyalty. The guests can easily enjoy the benefits of this exclusive loyalty programme on a minimum “one-time” spend of Rs. 199/ only.
Bean‘O’holic Loyalty card holders get to earn cash rewards of 5% on their total spend which gets credited into their account as redeemable points.
Not only just a membership card, Bean‘o’holic gift card is the perfect gifting option for your loved ones. You can simply upload the card with a desired amount (in multiples of Rs. 100/-) and can use it for the gifting purpose.
Thus it’s a Loyalty card with dual benefits, wherein the card can also be used as a payment mode.
Currently, the loyalty and the gift card is available at every Barista Lavazza outlet in New Delhi and NCR region but soon it would be extended in other parts of the country also.
AS: What sort of special privileges and benefits customers attain from being a part of “Bean‘O’holic”?
SC: Bean’O’holic card comes with all the privileges of a loyalty card, where guests can earn 5% cash back on all their purchases. Not only this, Bean‘o’holic card can also be uploaded with a desired amount (in multiples of Rs. 100/-) and can be used as a gifting option for your loved ones. Thus it’s a card with dual benefits, where consumers can save on their total spends while earning rewards and can also use the same card as a payment mode.
AS: Which regions do you plan to cater to?
SC:Currently, the loyalty and the gift card is available at every Barista Lavazza outlet in New Delhi and NCR region but soon it would be extended in other parts of the country also.
AS: What strategy is the scheme based on? Is this the way, brands in the future are going to present themselves to the customers?
SC: Being one of the largest coffee brands in India, we always believed in enhancing guest experiences by focusing on multiple touch-points – the design of the store, the level of services and the quality of the products. Our goal is to build an excellent reputation and credibility as a reliable and competitive coffee chain. Bean ‘O’holic is an initiative and an opportunity which will enable us to enrich the experience of our loyal guests and to take our services to the next level.
Indians have now started knowing their brands well and look for new and high end brands which gives them commitment and therefore such things create a niche for itself and with this way all reputed brands are positioning themselves.
AS: What is the marketing strategy of Lavazza in India?
SC: Barista Lavazza opened 45 stores last year and plans to continue the same momentum in the next 2-3 years. The focus is to enhance guest experience through consistency in quality, services & offerings. All store openings are done post extensive consumer profile research and mapping. Barista Lavazza launches new products every quarter keeping in mind guest feedback. An in-depth market analysis of the changing consumer tastes and preferences is conducted before launching any new product. Being present at airports & metros will be an integral part of Barista Lavazza expansion strategy.
Focus will be on the following:
Ø Expansion of retail network
Ø New look and feel of stores
Ø Expansion plans in terms of opening more outlets in potential cities and markets.
AS: What other possibilities are you looking for in terms of such benefits to the customer?
SC: As of now, our prime focus would be to extend the Bean‘O’holic programme to the other cities, so that all our guest spread across the network get to enjoy the benefits & privileges of this programme.
AS: Do you believe such initiatives will bringforth large customer-base?
SC: Since the time Barista Lavazza was born, customer satisfaction has been the integral part of us. Our efforts have aimed at offering something special to our guests. Bean ‘O’ holic is one of the effort to come closer to our guests and offer them with rewarding experiences that strengthen their bond with Barista Lavazza. Bean ‘O’ holic will enhance the overall coffee drinking experience and make their visit at Barista Lavazza a memorable one.
AS: Your plans for this year?
SC: Reiterating the fact that we believe in enhancing our guest experience and our core promise is coffee, we will keep experimenting with coffee to innovate new and interesting offerings to all our discerning guests wherever they go. And to involve guest engagement, there will be customer-centric activities to keep the excitement buzzing in stores.