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A London coffee invented map of "infidelity"

Funny idea that this loyalty program that focuses on infidelity … the customer! Yet it is betting that the Prufrock Coffee, a trendy café located in east London, has dared to face. Since late 2009, the hotel offers its clients a "Disloyalty Card", a map of "disloyalty" which invites them to take eight bars cafes in the neighborhood and make this famous stamp card. Once the "Disloyalty Card" filled the Prufrock Coffee offers coffee consumer "infidel" who for any coffee paid off again with a new card.

This concept has been designed by the owner of Prufrock Coffee, Gwilym Davies, also won the title "World Barista Champion (world champion of the coffee) in 2009. He imagined this card when friends decided to open their own cafes in the area."Initially, our clients have found this strange idea card advising them to go to our competitors," says Jeremy Challender, the manager of Coffee Prufrock at Figaro.fr. "But this concept amuses both consumers and the community café in the neighborhood."

In six months, the Prufrock Coffee has distributed some 6,000 cards "disloyalty". A success for Jeremy Challender, who intends to pursue the initiative. "Especially since I do not count the cards that are still in nature and will return once we met," laughs the cafe, which ensures that bars competitors play the game well and dab the card. "This is a healthy competition," he says."We're well aware that our customers will enjoy more cafes in other locations, which requires us to constantly innovate to improve the quality of our products."

Trade competition against the current

The Expert Group LaSer, a subsidiary of BNP Paribas and Galeries Lafayette that specializes in marketing and customer relations, identify in their monthly newsletter that the objective of this initiative is "to encourage customers to regularly attend teaches, but to give them the habit of going for a coffee, even in competing institutions. In sum, the common focus for everyone to "benefit from a greater overall abundance.

Within weeks, the idea of Gwilym Davies had already crossed the Atlantic. In Toronto, Canada, seven patrons of bars in April formed a sort of alliance called "Toronto Coffee Conspiracy.The principle of this partnership is somewhat different from how the map of "disloyalty" proposed by Coffee Prufrock. In fact, most customers choose this time the coffee, among the seven members of the "Toronto Coffee Conspiracy" in which they will return once their card filled. In Seattle, the United States, no fewer than 10 brands of cafes and bars, located in 13 different districts of the city have come together around a similar card program.

French cafes in lack of customers

This type of initiative has not yet made its way to France. French Café owners could do with finding parades down attendance which they suffer, especially since the smoking ban in public places. Many institutions have also put the key under the door in recent years.The second edition of the Observatory of independent trade wholesaler Metro Cash & Carry France, in partnership with BVA, it remains that 50,000 pubs in France in 2010, against 510,000 in 1914. This study shows that 82% of French people prefer these to traditional franchised cafes. However, only 2 out of 10 people go there regularly.

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