Rewarding loyal coffee drinkers

Published on Mon, 27/09/2010, 02:34:52


By Aimee Chanthadavong

In an effort to drive sales for its café operators, Lavazza A Modo Mio has launched its customer loyalty program – 40 machines in 40 days.

The promotion will see participating Lavazza cafes offer their customers the chance to win one of 40 Lavazza A Modo Mio coffee machines each day, while going into the draw to win $13,500 worth of prizes including A Modo Mio capsule machines, an exclusive Lavazza Melbourne Cup package for two, a Vineyard Escape, movie passes, iPods and more.

Jo Clark, A Modo Mio product manager, told Retailbiz  that the program has been designed to bring balance for rewarding both the customer and café operators.

“In terms of loyalty, there’s a lot of consumers that’ll go back to purchase a coffee from one café and now they have the chance to enter this competition. It’s also a talking and selling point for the café operator,” she said.

According Clark, a recent study revealed that nearly that half (49 per cent) of Australians buy their coffee from an independent cafe rather than a franchised chain.

“We want to help our cafes leverage this trend by providing simple incentives, like this promotion.”

Over 40 days, customers that enter have the chance of winning one of 40 A Modo Mio coffee machines, including a capsule starter pack by filling out a simple online form after purchasing their coffee.



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