Pret A Manger trials ‘Pret Perks’ loyalty programme

30 November, 2021 | by The Retail Bulletin

Pret A Manger is trialling its first loyalty programme as part of the next phase of its omnichannel transformation.

Called ‘Pret Perks’, the scheme will be rolled out in stages to loyal Pret customers, with Pret Coffee subscribers getting early access to the programme as part of its beta testing.

From 30  November,  Pret Coffee subscription customers will be able to access the programme through their Pret A Manger digital accounts on the company’s app or website by using their existing coffee subscription permanent QR code. Pret Perks users will earn a star every time they shop or use the company’s click & collect service. In addition, Pret Coffee subscribers will earn a star for every month they renew their subscription and any time they purchase a meal or a snack along with one of their five Barista-made drinks a day.

Clare Clough, UK managing director of Pret A Manger, said: “At Pret we know that we have loyal customers who visit us time and time again. Whether they come in each morning for their organic coffee, or regularly grab a Classic Super Club sandwich on their lunch break. For a while now, we’ve wanted to find a way to reward our customers by giving them treats that are specifically tailored to their preferences, and Pret Perks does just that.

“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 programme the best it can be. We hope to open it up to all customers as soon as possible in 2022.”

Rewards will range from free Pret popcorn to vegan cookies and customers will be able to choose a reward from a pre-assigned category after receiving 10 stars. Once earned, rewards can be redeemed in shops in up to 30 days.

The move is part of Pret’s ongoing transformation plan which includes enhancing its digital offering. In addition to launching the coffee subscription service, click & collect and its own app in the last 18 months, the company has expanded its delivery service with Deliveroo, Uber Eats and Just Eat. Pret has also  recently announced that it will be opening more than 200 shops in the UK in the next two years in both regional and suburban areas.

Clough added: “We’re excited by this latest digital evolution, which allows customers to engage with our brand. Pret Perks is our new way to thank our wonderful customers for choosing Pret each time and we look forward to rolling it out to the masses in the near future with unmatched rewards.”