Peet’s Coffee Looks To Gamification For Revamped Loyalty Program and Mobile App

Peet’s Coffee is leaning into gamification for its revamped loyalty program and updating its mobile app in the process.

The company relaunched its Peetnik Rewards program last month in response to consumer feedback for more choice and control in how they redeem rewards, as well as an ability to earn them more quickly, Lisa Regelman, Peet’s Coffee director of loyalty and growth marketing, tells RIS News.

As a result, the updated mobile app has been updated to more easily track and redeem rewards, and to enable them to place orders more quickly. Members also receive access to such perks as mobile order-ahead, members-only menu items, birthday bonus points and anniversary gifts.

[See also: Starbucks’ Active U.S. Loyalty Members Grow 48%]

Peet’s also incorporated the customer feedback in developing the UI for its new app, influencing such features as ordering, reordering and reward redemption.

Gamification is playing a larger role in incentivizing behaviors since the company launched its first program in 2017, including by earning badges, points or achieving status, says Regelman. For example, one of the new features in the Peetnik program includes an ability to earn points more quickly when participating in special bonus point offers.

Consumers are also more likely to choose trusted brands and those that align with their values, in part because of the pandemic, she notes.  “Understanding our customer is key to our business and enables us to deliver the products and experience our customers expect and enjoy. That feedback was used to develop our new loyalty program, and we worked hand-in-hand with customers to create the new program as it exists today.”

Peet's owns and operates 212 coffeebars in the U.S., and the loyalty program offers these customers more than 20 rewards to choose from, such as an extra shot of espresso or taking $1-5 off an order. Points can be accumulated via a QR code in stores or by ordering ahead for pickup and delivery, and consumers are able to choose when they want to redeem the reward.

The program also now builds in more contactless payment options, including via credit cards and Apple Pay.

Regelman says consumers are earning rewards more quickly and the company will continue to look for ways to earn bonus points.