Quick Question : Remember that pre-Corona black hole in your wallet which was your caffeine habit?
How would you feel about the chance of up to 5 coffees per day for €20 per month?
Emoji 😀 = Yes I’d take it
Emoji 😐 = No, I’d die of caffeine
I spotted this a few weeks ago in Nottingham, UK, courtesy of Pret-A-Manger, and I have to admit it got me kind of hot under the collar and excited.
Although the timing seemed a little odd, launching this commuter initiative in the middle of a work-from-home pandemic will allow Pret to monitor interest and manage those first subscribers with the utmost customer care and experience whilst gathering as much data as possible.
Subscription has been long discussed as the future of loyalty for savvy brands. But whilst many industries envision loyalty as automated repeat ordering, I see subscription as the sexier evolution of this repeat ordering process, in which brands can offer fresh value (sometimes at a small loss), to get customers’ regular attention and to build long term relationships.
Excited to see this done creatively with FMCG at Pret.
