Gloria Jean’s rolls out electronic loyalty card

Gloria Jean’s e-loyalty launches in Melbourne

Gloria Jean’s Coffees is rolling out an electronic loyalty card.

A trial kicked off in South Australia earlier this year, and has been introduced in Victoria ahead of a national roll out.

The company told Mumbrella that the launch is in its infancy, and would be rolled out slowly to test for “glitches”.

A spokesperson said: “There is nothing like it in the market and we are confident that it will be well received.”

The launch will be supported by a big marketing push in the new year, but the company was vague on whether new agencies would be used.

The program is being led by Kate Gillis, Gloria Jean’s group marketing manager, who is three months into her time with the company. 

After registering in at gloriajeanscoffees.com, consumers can collect points, which they can use to get free drinks.

A small drink earns 70 points, a regular 100 points and a large drink 130 points. Once a consumer has bought 10 drinks of any particular size, they get a free one.

The card also gives access to offers, competitions, prizes, new production information and to check points tallies online.

Kate Gillis joined Gloria Jean’s from Sunshades Eyewear in August, when the company’s inhouse marketing team was shrunk following a restructure instigated by incoming group managing director Mark Bilton.

The company said the card would not be useable at Hillsong Church, where Gloria Jean’s products are sold.

Comments


  1. The Internetz
    23 Oct 12
    10:23 am

  2. “The more you get, the more you get”

    Genius tagline there :P

  3. Bert
    23 Oct 12
    10:34 am

  4. It’ll be a miracle if I ever get a decent coffee out of that place!

  5. Paul
    23 Oct 12
    1:41 pm

  6. I wonder if customers will be able to donate to charities like The Bobby Goldsmith Foundation with their points?

  7. Sal
    23 Oct 12
    2:00 pm

  8. Lame.
    beattheq app is smarter concept. Loyalty plus the ability to order coffees. Genius.

  9. Can't register
    23 Oct 12
    2:51 pm

  10. So you go to the site, and you can’t register without a card number???

    I’ve seen ‘Beat the Q’ in a couple of their stores… maybe they are trialing it too?

  11. Mobile
    23 Oct 12
    4:14 pm

  12. Plastic cards are so last year…where is the Mobile solution?

  13. Chris Reed
    23 Oct 12
    10:45 pm

  14. Zaraffas Z Cards – they’re like this (but you post your registration) and redeem in real dollars. Spokesperson needs to drink more coffee…

  15. feliks
    23 Oct 12
    10:45 pm

  16. For goodness sake.

    I can visit Petbarn and accrue loyalty points without another plastic card choking up the landfill. Gloria Jeans have missed the boat again :-(

  17. Jerome
    24 Oct 12
    1:31 pm

  18. Groundbreaking stuff. A loyalty card. Apparently there’s nothing like it in the market LOL. Give me a break. These guys are always a few years behind!

  19. Chris J Reed
    6 Nov 12
    9:40 pm

  20. They have also missed a trick, where’s the mobile payment solution?