Arise the ‘Disloyalty Card’
A new Singaporean loyalty card concept rewards coffee drinkers for being disloyal.
The Be Disloyal disloyalty card aims to benefit the city’s independent cafés, reports trend monitoring website Springwise.com.
“Coffee shops around the world have employed loyalty card schemes for many years, but now we’ve come across an interesting twist on the idea,” the site reports.
“In Singapore, a collaborate scheme aims to benefit eight of the city’s best independent cafés with the Be Disloyal disloyalty card.”
Created by digital creative agency Antics, blogger Cortadito.sg and eight of Singapore’s independent coffee shops, the Be Disloyal disloyalty card was designed to encourage consumers to discover different coffee venues while bringing businesses together to grow as a vertical.
From September until the end of December customers can pick up a disloyalty card from one of the eight participating cafés. The card is stamped each time they purchase a coffee from one of the other seven cafés and, once the card is full, they return to the original café to receive their free coffee.
“Competing with large chain brands can be difficult for small businesses, but teaming up with similar smaller companies can create stronger competition,” commented Springwise.com. “There’s inspiration here for independent businesses in any industry!”
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