The Opportunity
The Coffee Club successfully operates 270 franchise stores across Australia and New Zealand. The Senior Management Team identified a solution was needed for increased consolidation and management of Coffee Club transactional data and customer information across the various stores. The opportunity identified was to provide a user friendly, efficient and compact solution for managing the day-to-day running of their VIP Loyalty Program.
Partnering with GJI
All aspects of The VIP Club, from data centralisation and analysis reporting to print and mail, is managed in-house by a dedicated team of data and customer service specialists. One of the main contributing factors of the GJI solution was for GJI to effectively and efficiently manage the VIP Club Call Centre. Additionally, GJI has initiated the use of innovative technologies including trigger email campaigns, PURLs and segmented targeted marketing communications to The Coffee Club with resounding success. Specifically, data centralisation has lead to management reporting and behavioural segmentation of the membership database, which in turn has created a platform for measured multi-touch and multichannel communications.
Measurable Value
Under GJI’s management, The VIP Club has directly increased average VIP member spend and proved to be one of The Coffee Club’s most valuable assets. In addition to improved business performance, increased data integrity and improved brand loyalty, GJI’s partnership with The Coffee Club has achieved the following considerable benefits:
- Efficient and affordable membership management
- 22% growth in membership rates between February 2011 and February 2012
- 63% success rate in renewing expired members between November 2011 and February 2012
These are just some of the benefits The Coffee Club has enjoyed since entrusting GJI with ‘Australia’s Most Generous Coffee Loyalty Program’.