Rewardle brings in data insights to help cafés cope with heat

Coffee loyalty startup saw lower sales of hot drinks during heatwave

Credit: Rewardle
Credit: Rewardle

A coffee loyalty start-up has tapped its data in Melbourne to help small cafés adapt their marketing to the summer heat.

Rewardle is an electronic coffee loyalty program that lets customers earn points for buying beverages. Members check in to cafés on a tablet at the counter, using either a card or an app on their smartphone.

During a summer heatwave in Melbourne, with temperatures up around 40 degrees Celsius, Rewardle noticed cafés in its loyalty program were selling fewer coffees. The company’s data showed a 17 per cent drop off in check-ins at cafés using Rewardle, indicating regular customers were avoiding hot drinks as they attempted to stay cool.

Rewardle responded by proactively suggesting to its merchants that they reach out to customers by email, social or mobile with offers for iced coffee, iced tea and other cold drinks.

The next day, merchants began to sell double to triple the number of cold beverages, according to anecdotal feedback, said Rewardle CEO, Ruwan Weerasooriya.

“This is typically the type of campaign managed by a sophisticated marketing team for chains like Starbucks,” he said. “Our aim is to play this role for the little guys out there.”

“By empowering café owners to create a digital connection with their customers through our membership, points and rewards system we were able to help them reach out to customers during the heatwave and entice them in with a highly contextual, targeted offer.”

Rewardle, which recently added the ability to pay for coffee with a prepaid or gift card, is now looking to add a way for customers to order pre-order coffee either online or through the mobile app. The feature is similar to what’s offered by Sydney start-up and PayPal partner, Beat The Q .

“A number of start-ups have attempted online and mobile pre-ordering without gathering what I would consider commercially viable critical mass,” said Weerasooriya. “Like all things we do as a lean start-up, we’ve been working closely for many months with a group of pilot merchants to develop a solution that adds value for both merchants and members.”

More on the customer data topic

Follow Adam Bender on Twitter: @WatchAdam

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in