Pret brews up digital customer loyalty

Sandwich shop franchise Pret A Manger has added to its digital customer loyalty offering with a new coffee subscription service

The new ‘YourPret Barista’ is the first in-shop, flat subscription service to be launched by a hospitality operator in the UK.

Subscribers can enjoy up to five barista-prepared drinks per day for a fixed monthly price, where the first month is free for all subscribers as part of national launch.

Pret rolled out the service nationwide earlier this month following a rapid development process and a successful trial in Manchester. Built on the Eagle Eye Solutions AIR digital marketing platform as part of Pret’s new digital infrastructure, its new in-shop digital service capability will allow it to launch insight-led customer propositions more quickly and at scale.

Ciara Chellun, global head of digital product for Pret, said: “Working with Eagle Eye has helped us accelerate our customer loyalty strategy and their integration with Oracle Simphony enables us to bring together in-shop customer and transactional data. We now have the building blocks to establish Pret as a digitally-led, multichannel business, and YourPret Barista is the first big launch we’re able to deliver through our new digital technology platform.”