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Now in its 8th year, the Effective Mobile Marketing Awards celebrates excellence in mobile marketing. In the Most Effective Loyalty and Rewards Campaign category, judges were looking for the best use of mobile for managing a long-term loyalty campaign with a brand’s customers.
Fending off competition from Vodafone and Ketchup Loyalty for their #What’sThereForMe campaign, Yoyo picked up the prestigious gong at an awards ceremony in London last night for it’s work with coffee chain Caffè Nero.
— Mobile Marketing (@MMMagTweets) November 16, 2017
Yoyo was chosen by Caffè Nero in November 2016 to create and launch a retailer-branded mobile payment and loyalty app across all of the coffee chain’s UK and Ireland stores.
Together, Caffè Nero and Yoyo had four months in the run-up to launch day to create a seamless mobile payment and loyalty experience for its customers that would not only provide a more innovative in-store experience to rival its competitors, but digitally retain the coffee chain’s famous blue loyalty card.
When the app launched in April, it took the #1 spot on the Apple App Store in the Free Food & Drink category on the first day – outranking other apps such as Starbucks, Costa, UberEats, Nando’s and Just Eat to name a few!
The payment experience itself is now far quicker than cash or card, customers are instantly rewarded, and the retailer is able to track behaviour to provide personalised loyalty offers its customers are more likely to want.
Taking full advantage of Yoyo’s unique campaign and customer insights platform, Engage, Caffè Nero has also been able to drive consumer behaviour in a more meaningful way since the Yoyo-powered app launched.
Since then, we’ve taken the Caffè Nero app experience ever further by creating a unique surprise and delight Christmas promotion to reward Caffè Nero app customers with digital Christmas Crackers every time they buy their usual hot drinks over the festive period, giving them the chance to instantly win prizes.
Over the next two months, every time a customer makes a transaction that includes a hot drink through Caffè Nero’s payment and loyalty app, they receive a digital Caffè Nero Christmas Cracker – and all they will have to do is “shake” or “pull” it open to find out if they’ve won.
This first-of-its-kind post-transaction campaign brings a new level of added value to the payments and loyalty process for customers – with the Caffè Nero Christmas Cracker tailored, in real time, to their purchasing behaviour and brought to life through a range of engaging user experiences.
Caffè Nero app customers are being rewarded just for going about their daily business! Oh, and they’re still receiving their usual stamps, rewards and digital receipts.
The campaign is ongoing until 31 December – to take part, download the Caffe Nero app here.
You can find out more about how Yoyo took Caffé Nero from scoping to the No.1 Food & Drink app in four months by clicking here.
The winners of this year’s Effective Mobile Marketing Awards were announced at a gala dinner and awards ceremony last night (16 November) at The Grange Tower Bridge Hotel in London.