Couponstar boosts Lavazza CRM campaign by integrating consumer printable coupons

Lavazz experiences 49% redemption rate using online printable coupons

Lavazza, the specialist provider of premium coffee has teamed up with Couponstar to extend its loyalty programme through the integration of consumer-printable coupons into its email CRM campaign.

Long associated with Italian style and sophistication, Lavazza typically used printed DM to engage with its consumers and reward loyalty. However, with the increasing shift to online, Lavazza realised that it needed to embrace technological advances if it was to maintain its position as the UK’s leading espresso coffee and its reputation for customer excellence.

As Andrew Harrison, from Lavazza’s DM agency, Haygarth, explains, “Our CRM activities and use of DM as part of this activity have always been very successful because of our focus on quality, and this was key in our discussions with Couponstar.”

Harrison continues, “As the problems experienced by Threshers and Hamleys last year illustrated, the ability to control online interaction is as crucial as the maintenance of our brand value and customer experience, and Couponstar delivered on all these counts. Their platform provides an unrivalled secure solution that bridges the gap between online marketing and consumers’ offline purchasing behaviour and the experience they provide is unparalleled.”

Harrison continues, “The ability to track and measure the success of a promotion at every point, was key to us choosing to partner with Couponstar and they have not disappointed. Real-time reporting is available and to date we have achieved a staggering redemption rate of 46% on our first coupon.”

Following the successful completion of the current campaign, Lavazza and Haygarth hope to build on their position as innovators within the digital field through further work with Couponstar. As Harrison concludes, “Couponstar has provided us with a unique opportunity to interact with our customers and we look forward to developing this further with them to reach new customers.”