In 2009, the effects of the global recession were keenly felt in every consumer’s wallet. Costa knew they had customers who were very loyal to their brand, but didn’t know who they actually were, or have a way to thank them personally for their continued loyalty. Other coffee chains competed aggressively for the same audience and there was the chance that Costa could lose customers during tough economic times.
Research showed that 10% of their customers actually made up 50% of all visits. And yet, they also....