Case Study | March 31, 2014

How One Coffee Shop Turned Gift Cards Into A Booming Loyalty Program

Source: Mercury Payment Systems
Durango Joe’s Coffee

Established in 2004, Durango Joe’s Coffee remains true to their mission, known as much for their “legendary” customer service as for their coffee. Led by founders Joe Lloyd and his wife LeAnna, the Durango, CO-based business has eight locations in Colorado and New Mexico.

The Challenge

There is no shortage of coffee shops in the small Southwestern Colorado town of Durango, and Lloyd knew he had to do something different to edge out his competitors.

Lloyd sought a loyalty program that was simple, effective and different than competitors’ offerings. He wanted to replace the coffee punch cards they had used in the past, which did not offer customers purchasing choices. And he felt that offering customers instant gratification instead of making them wait to earn their rewards over time would drive greater loyalty.

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