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In the wake of Apple’s recent mobile wallet announcement, Capital Teas, a leading specialty tea provider, wants to offer its customer base the best possible experience.
Capital Teas has partnered with LevelUp to power its new mobile payment and loyalty app. Besides enhancing customers’ mobile experiences by providing one easy place to access their methods of payment and loyalty rewards, Capital Teas’ app will also place the Capital Teas card right in Passbook, just next to the customer’s other payment method choices. When customers pay with Capital Teas’ branded card, they will they automatically accrue/redeem rewards.
LevelUp’s mobile-first payment and loyalty platform enables merchants to provide customers with a seamless loyalty and mobile payment experience, while giving brands the rich, real-time customer data they need to run a successful loyalty program.
Capital Teas CEO Peter Martino participated in an engaging interview with Loyalty360 to discuss the new mobile payment and loyalty app, which is slated to launch in November.
What factors prompted Capital Teas to shift to mobile payments and a loyalty app?
With our recent decision to add tea bars to many of our retail tea boutiques, we have seen a vast increase in each of our store’s overall number of daily transactions, particularly in tea beverages. Since we seek to always provide our customers with the best possible experiences, this includes decreasing their wait times–a benefit of the mobile payments platform. In addition, Capital Teas will enjoy a lower processing fee with mobile payments than with traditional credit cards. Finally, the loyalty app provides Capital Teas with the opportunity to connect more closely with our customers and to obtain real-time data including the effectiveness of each of our marketing campaigns. This, in turn, permits us to customize our loyalty campaigns to more closely match our customers’ needs and desires.
Did customer feedback play a role and, if so, in what way?
Yes, customer feedback plays a large role in many of our decisions, including our decision to partner with LevelUp for a mobile app. Capital Teas always seeks to be ahead of the curve with our customers, who appreciate recognition and great rewards programs, and we pride ourselves on being a true innovator in our industry. Since smartphones have become ubiquitous, we saw it as an opportunity to have Capital Teas present in our customers’ new wallets (Apple's Passbook, Google Wallet) as many payments shift to mobile. We’ll be right there alongside their MasterCard, Visa and Amex … allowing our customers to pick us over their Visa card, or any other credit card. Finally, our own interactions with LevelUp have demonstrated to us that they provide a great experience which we sought to deliver to our customers.
How will this impact customer engagement and the customer experience?
Engaging with our customers both in-store and out-of-the store is extremely important for us at Capital Teas. Earning a position of their scarce mobile real estate through our new loyalty app is part of this endeavor. Since our new app will tie the Capital Teas rewards program directly into the payment system, there is no extra effort by the customer, resulting in a fun and easy customer experience. Further, we can enhance customer participation through trackable behavior. To that end, LevelUp provides us a suite of tools such as email blasts and prize competitions that we plan to use to draw participation of those who have downloaded our app.
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