Powered by Como, an award-winning global leader in customer engagement, the loyalty club and mobile app are already gaining traction with more than 15,000 club members.
LONDON – Popular British dessert chain Creams Cafe has launched an innovative loyalty scheme to reward its returning customers for their repeat business. The loyalty scheme, which is available on the fast-growing dessert chain’s mobile app, will let members of its loyalty club earn exclusive rewards when they buy desserts at any of Creams Cafe’s 50 locations.
For the past two months, Creams Cafe has been working with Como, an award-winning global leader in customer engagement solutions, to offer the loyalty program to a limited number of customers on a trial basis. Following the successful trial – which saw more than 15,000 members sign up via Creams’ mobile app – the dessert chain recently decided to officially open it to the general public.
“Using deep data analytics and marketing automation, our Como Sense solution helps Creams Cafe identify customer segments such as families or milkshake lovers and target them automatically with relevant rewards”, said Ofer Rahum, Chief Business Operations at Como. “Those personalised rewards, pushed via customised and branded mobile app, are bringing customers back to Creams’ 50 locations across the UK, increasing sales for the chain”.
Handley Amos, CEO of Creams Cafe, said, “Our relationship with Como has been very positive thus far. The amount of app registrations is highly encouraging, and we’ve seen a 20% increase in spend by customers who purchase via the app. No doubt there is a lot more exciting elements to explore going forward, as we provide our customers with personalized offers based on the quality purchase behavior data the Como app captures.”
Delicious Rewards, Ambitious Targets
The gelato and dessert specialists’ loyalty program will reward club members with a Loyalty card stamp each time they make a purchase over £6. Customers enjoy a free drink after 3 stamps, a milkshake after 6, and a waffle after reaching 9 loyalty stamps. Members will also enjoy a birthday gift and special treats from time to time, such as a free bubble-pop waffle. In addition, as a special welcome gift, users signing up via Creams’ mobile app will receive a free drink.
Creams’ loyalty program is being launched as the popular dessert parlour is gaining traction across the UK. It aims to have 100 sites operating by April 2018, including locations in key British cities such as Leeds and Liverpool – as well as its first Scottish location, which is slated to open in Glasgow.
According to research by Nielsen, British shoppers are the most likely in the world to have a loyalty card, but they are among the least likely to use it. This is one of the reasons Creams Cafe has decided to use Como’s flagship product, Como Sense, to target its club members with personalised offers designed to appeal to each member’s preferences. Como Sense is fully integrated with Creams’ EPOS system, which is provided by 3S POS – an integration that Como utilises to provide Creams with detailed purchase data and actionable business insights.
About Creams Cafe
Creams Cafe is a fast-casual dining restaurant specialising in waffles, crepes, sundaes, milkshakes and gelato. The Creams story began in 2006, when the two founders spotted a gap in the market for high-end gelato. Over the following two years, the founding partners conducted meticulous research, including sourcing special ingredients and products to produce authentic Italian gelato in the UK. In 2008 the first Creams opened with huge success. Since then the brand has grown from strength to strength, with almost 50 restaurants currently operating across the UK and a further 50 in development. The ambition is to develop the franchise by opening a further 300 outlets throughout the UK. For more information, visit www.creamscafe.com.
Como empowers chains of all sizes to maximize customer loyalty, revenue and business growth with Como Sense, the leading end-to-end customer engagement solution. While integrating seamlessly with POS software, Como Sense offers a complete toolset incorporating a branded mobile app, a loyalty program, multi-channel communication, connectivity with third-party services, and actionable business insights. Como’s major clients include Burger King, Quiznos and Conway – alongside its global partner network of tens of the leading POS companies. Como has been pioneering cloud-based customer engagement technology since 2005. For more information, visit www.como.com