Pret A Manger will launch a trial of its first ever loyalty programme, Pret Perks.
The scheme will be rolled out in phases, with Pret coffee subscribers getting early access to the programme as part of its beta testing.
This is the next step in Pret’s omnichannel transformation.
From today (30 November), Pret Perks will be available to coffee subscription customers through their Pret digital accounts on the iOS app or via the Pret website, using their existing coffee subscription permanent QR code. Users will earn a star every time they shop, or use click & collect.
Subscribers will also 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.
Customers will be able to choose a reward, such as popcorn or vegan cookies, from a pre-assigned category after receiving 10 stars. Customers can redeem their reward in shops up to 30 days after earning it. The more customers shop at Pret, the more the reward redemptions will be tailored to their preferences. Pret’s ‘random acts of kindness’ are built into the proposition, so customers can be awarded bonus stars at random.
Pret said Perks is the next step in its transformation plan which aims to bring the brand to more people, and another way the company is enhancing its digital offering.
Over the last 18 months, Pret has overhauled its digital presence by launching a 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.
Clare Clough, UK managing director, 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. Over the past 18 months we’ve responded to how people now want to interact with our brand and products, from launching bake-at-home croissants, to growing our digital capabilities through the launch of Pret’s Coffee Subscription. 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.”
The programme will be available to scan via Pret coffee subscribers’ permanent code linked to their accounts from 30 November, with plans to expand wider in coming months.
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