Tully's launches chain-wide loyalty programme
The US-based coffee seller, roaster, and wholesaler Tully's has recently launched a new stored value loyalty card-based programme throughout the whole Tully's chain, designed to reward its most devoted customers.
New Tully's Loyalty Card users can register their card online or by telephone. After registering, they earn bonuses with each purchase. For example, members are given a 10% bonus when they reload their card with at least US$30 credit.
Free drinks and other bonuses At the programme's launch, Tully's also ran a sweepstake promotion for customers registering a card worth US$5 or more, featuring prizes such as free lattes for a year, and a home brewer including a supply of coffee. At the same time, customers who registered cards with a balance in excess of US$5 automatically received an extra US$3 credit.
Tully's Loyalty Card members are also to be rewarded at random with free drinks, coupons, and other unexpected benefits. An extra bonus is that lost or stolen cards can be replaced without the consumer risking any personal loss.
Growth strategy In the past six months, Tully's has focused on growth, with the opening of two new stores, the launch of a regional advertising campaign, and the introduction of several new products. Through company-operated and licensed stores in the US states of Washington, Oregon, California, Idaho, and Arizona, and a partner in Japan, Tully's coffees are available at more than 350 branded locations.
According to John Dresel, president for Tully's, "In an industry with so many choices, a loyalty card will allow us to better understand our customers' preferences and needs so that we can customise rewards accordingly."