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.