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Pret a Manger trials loyalty scheme to coffee subscribers

Sandwich chain Pret a Manger has introduced a customer loyalty program designed to encourage repeat custom through the lure of free coffees, cookies and other treats.

Pret coffee subscribers are being given advance access to the trial Pret Perks program, ahead of the general public next year, with caffeine fiends earning a star for every transaction made or subscription renewal, which can be redeemed for tailored rewards.

Subscribers can access the program by downloading the Pret app on the App Store or signing up online, enabling members to pick and choose what type of rewards they wish to receive upon amassing 10 stars.

To spur adoption, Pret has promised to dish out ‘random acts of kindness’ in the form of bonus stars to give people a dopamine hit as well as a coffee hit.

Clare Clough, UK managing director of Pret a Manger, said: “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 program the best it can be.

“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.”

In common with other brands, Pret is seeking to drive engagement by joining the loyalty card bandwagon to keep customers coming back for more. It has also pursued digital innovations such as a click-and-collect service, as well as its aforementioned app and subscriber system.

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