Café Rouge mobilises loyalty with app
5 June, 2012
Café Rouge has launched its first smartphone app for its Express brand at London's Euston station. The app, developed with Rippll, offers customers a mobile loyalty scheme.
The app, which is available for iPhone and Android platforms, includes Café Rouge Express’ menus, maps and a location-based loyalty card that gives customers a free cup of coffee after collecting eight virtual stamps. After buying each drink, users scan their phone to ‘check in’ and collect a stamp.
Sean Pound, digital marketing manager at Café Rouge parent group Tragus, told Mobile Marketing magazine that the app is now being roadtested at the Express branch by Euston station in London and that its loyalty scheme offered a better alternative to a physical card that is more open to fraud.
“This is our first dipping our toe in the app water,” said Pound. “For us an app needs to have a point of difference… it also needs to drive footfall… It’s a really good way of delivering a good incentive to people to come to the restaurants.”
Pound said Café Rouge had teamed up with Rippll to keep costs down and to build on the company’s expertise. ”The Rippll solution is a really quick, low-cost way of getting into the market… It’s a low cost way of us understanding what an app can deliver for us.” Tragus may reskin the app for other brands in its portfolio if it proves successful, he said.
For the full story, see Video report: Café Rouge goes mobile with Rippll.