South Africa: Mugg & Bean launches own loyalty scheme
South Africans can now help educate and care for orphans and vulnerable children each time they visit a Mugg & Bean coffee bar.
Coffee shop franchise operator, Mugg & Bean, has now launched its new loyalty programme in South Africa. Previously, Mugg & Bean was a partner in the Infinity programme but left in March 2007 and announced its new Gingerbread Foundation Rewards Card (see our report).
The new programme, launched countrywide this month, provides loyal customers with rewards while simultaneously helping children in need through The Gingerbread Foundation. Set up by Mugg & Bean to support The Nkomazi Community Trust which helps to educate and care for 4,500 orphans and vulnerable children in Mpumalanga (a province of South Africa), The Gingerbread Foundation is core to the Feel Good Coffee campaign supporting the programme launch.
Patrons donate more Customers using their card accumulate MuggBucks that can be used at Mugg & Bean. Each time they swipe their card 1% of their bill is donated to the foundation. In addition, regular customers can also become patrons to the trust and donate 50% or 100% of their MuggBucks to it.
Loyalty Marketing specialist LifeWorld Relationship Management was contracted in September 2006 to reassess the components of the original Mugg & Bean loyalty programme and then to assist in the design, implementation and ongoing management of the new programme.
Win a Harley As an incentive to sign up, customers who join before the end of August are being entered into a competition to win a new Harley-Davidson Six Speed 96 Twin Dyna Street Bob worth R140,000 (approx. US$19,674) or one of 24 Apple iPods.
LifeWorld provides Mugg & Bean with a fully outsourced solution for the programme, using its fully integrated contact centre, member management software and treasury system together with ongoing strategic support and programme management capabilities.