Market Challenge

Pacific Coffee understands that loyalty programs aren’t JUST about providing benefits but should be designed to adapt around the ever-changing interests and behaviors of customers.

To achieve this not only do Pacific Coffee have to reinvent the “seamless coffee experience” but they also have to overhaul their App’s system architecture and user interfaces.

Key Objectives

Partnering with us PRIZM, we assisted Pacific Coffee in both technical and strategical to create the “Perfect Cup Ecosystem”.

1/ Frictionless Touchpoint Integration and CRM Accessibility

2/ Ensure Adaptability and Flexibility

3/ Customer Centric while highlighting Shareability

The Strategy

A closed-loop loyalty app ecosystem is designed to enhance user experience and encourage repeat purchases through effective data utilization. The framework of this loyalty and data ecosystem is founded upon three primary objectives:

Convenience

Addressing customer pain points and undertaking a comprehensive app reconstruction to enhance the user experience ensures that every step, from selecting a coffee to placing an order and arranging pickup, is effortless and efficient.

• In-App Top Up Prepaid Card Function
• Member Tier Upgrade
• Smart Order History & Features
• In-App Loyalty Benefits

Personalization

Creating an agile app infrastructure and CRM ecosystem offers continuous and flexible customized options, providing a distinctive and personalized experience that encourages ongoing repeat purchases while cultivating brand advocates.

• Constant Collection Of Customer Preferences
• Rfm Data Modeling Methods For Analysis
• Personalized Customer Journeys

Shareability

Brand love is not solely generated by the brand itself but is cultivated through interactions and shared experiences among its members, leveraging the power of social influence and word-of-mouth marketing.

• Community-Based Campaigns And Tasks
• Thematic Coffee Sharing Feature
• Sending Gift To Friends

The Execution

To enhance convenience, personalization, and shareability, a collection of innovative features has been carefully crafted and implemented.

In terms of Convenience:

• Pre-ordering & Re-order Features: select, customize, order, and arrange pick up in one go.

• Top Up Payment Model: providing flexibility for paying & deducting exact amount from the wallet balance.

In terms of Personalization:

• Dynamic App Display: generates personalized layouts and content prioritization based on users' purchasing preferences.
• Additionally, it offers a distinct personalized design for corporate client logins, enabling access to exclusive discounts and features.

• Perfect Cup Card - In-App Loyalty Card:
  • Instantly top up, make purchases, and collect points directly within the app.
  • Membership levels are structured into three tiers based on spending: Green Farmer, Brown Coffee Lover, Red Coffee Expert.
  • Exclusive benefits are granted according to tier levels, including Upgrade Rewards, Loyalty Points, and Birthday Rewards.

In terms of Shareability:

Sharing Coffee with Friends: Broaden the community of current members while motivating non-members to become a part of it.

• Community-based rewards & seasonal campaign

The Sparkling Spots

Integration of Offline Store POS System and Mobile App Backend Architecture

• By redesigning and integrating the app’s backend architecture with the Pacific Coffee store POS system, we enable features like coffee pre-ordering and preference saving in the app.
• This integration facilitates seamless order placement across more than 100 branches in Hong Kong, while also enhancing our CRM capabilities.

Personalized CRM Ecosystem Enhancement

• Personalized coupon design to encourage sales and reinforce customer behavior.
• Personalized app user interface to display offers at the opportune moment.
• Tailored mission design for daily engagement and expansion of the customer basket.

Community-centric Game & Reward Engine

• Introduced coffee sharing features to engage non-members and foster community growth within Pacific Coffee.
• Utilized interactive campaigns and tasks to establish brand integration into members' daily routines.
• Implemented reward-winning games to incentivize collaboration, drive purchases, and boost conversion.

The Result

• Achieved a total sales increase exceeding 200%.
• Over 20% of this growth is attributed to the Market First subscription model.
• Enjoyed an impressive participation rate of over 80% in shareability campaigns.
• This campaign also awarded 8 accolades, including Best of Show - Brand at the 2024 Loyalty and Engagement Awards.