// Pret A Manger will be trialling its first ever loyalty programme called ‘Pret Perks’
// The more customers shop at Pret, the more the reward redemptions will be tailored to their preferences
Pret A Manger is trialling its first loyalty programme as part of the next phase of its omnichannel transformation.
The highly anticipated scheme will be rolled out in phases to loyal Pret customers, with Pret Coffee Subscribers getting early access to the loyalty programme as part of its beta testing.
From November 30, Pret Coffee subscription customers will be able to access the programme through their Pret A Manger digital accounts on the company’s app or website by using their existing coffee subscription permanent QR code.
READ MORE: Pret A Manger sales reach pre-pandemic levels for first time
Pret Perks users will earn a star every time they shop or use the company’s click & collect service.
In addition to this, Pret Coffee subscribers will earn a star for every month they renew their subscription and any time they purchase a meal or a snack along with one of their five Barista-made drinks a day.
Clare Clough, UK managing director of Pret A Manger, said: “At Pret we know that we have loyal customers who visit us time and time again. Whether they come in each morning for their organic coffee, or regularly grab a Classic Super Club sandwich on their lunch break. For a while now, we’ve wanted to find a way to reward our customers by giving them treats that are specifically tailored to their preferences, and Pret Perks does just that.
“As with any new piece of technology we are currently in the testing phase and rolling this out slowly to our Pret superfans, our coffee subscribers, and will be looking to take learnings on board to make the loyalty programme the best it can be. We hope to open it up to all customers as soon as possible in 2022.”
Rewards will range from free Pret popcorn to vegan cookies and customers will be able to choose a reward from a pre-assigned category after receiving 10 stars. Once earned, rewards can be redeemed in shops in up to 30 days.
Pret Perks is the next step in Pret’s transformation plan which aims to bring Pret to more people and another way the company is enhancing its digital offering.
Over the last 18 months, Pret has transformed its digital presence by launching an award-winning Coffee Subscription, a Click & Collect service, expanding delivery services with Deliveroo, Uber Eats and Just Eat as well as launching its own App.
The company recently announced it would also be expanding to open more than 200 shops in the UK in next two years in both regional and suburban areas.
Clough added: “We’re excited by this latest digital evolution, which allows customers to engage with our brand. Pret Perks is our new way to thank our wonderful customers for choosing Pret each time and we look forward to rolling it out to the masses in the near future with unmatched rewards.”
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