Costa Coffee launches loyalty card as part of new marketing campaign

Costa's new marketing strategy has been implemented to demonstrate to the UAE public that Costa is the only brand with real coffee authority; they source, store, blend, roast, grind and extract all their own coffee. No one else is involved. They plan to deliver this key message through world class branding and marketing.

Costa's commitment to being the dominant player amongst the region's coffee shops was reinforced with the recent appointment of Eric Hughes from Whitbread Plc in the UK as General Manager for ELR Costa.

Hughes commented on the recent loyalty card launch saying:

"As the coffee shop sector becomes increasingly competitive, improving customer loyalty and retention will be fundamental. At Costa we're happy to be able to introduce a loyalty card scheme for the benefit of our customers and along with our high quality coffee is another reason for them to keep coming back."

The new loyalty card was recently distributed to customers in residential areas through a leaflet drop which included a pre-stamped card offering a free coffee for redemption in any Costa outlet in the UAE. Additional loyalty cards will continue to be available at all stores in the region for customers to pick up when they purchase their next cup of coffee.

Redemption on the cards also extends to Costa's popular Frescato range giving increased flexibility for customers which is paramount in today's market.

Hughes continued, "In today's competitive market, choice is in abundance and at Costa we want to differentiate ourselves from other coffee shop chains as we believe our product to be of a higher quality. We aim to resonate with our target market through our branding and messaging strategy. During these uncertain times we believe our customers would appreciate the offer of free coffee with the new loyalty card."

Costa Coffee's loyalty card is available right now from all Costa outlets in the UAE.