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
cmo-xs-promo

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in