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Madrinas is a premium online specialty coffee brand with all-natural ingredients. From instant coffee brews, to fruit fuelers, to whole bean coffees, Madrinas leverages the boundless internet to bring the best specialty coffee from your fingertips to your door.
As a growing brand, Madrinas was previously on Smile.io which provided a basic loyalty experience in a widget format on site. However, the features on Smile were limited, customers found it hard to navigate, and it wasn’t getting the prominence and attention it needed to drive the levels of retention and existing customer revenue that Madrinas wanted. Smile worked for starting out, but now they needed to graduate to a more sophisticated and effective program for the scale that they were at.
That’s when they met with Bubblehouse, and Bubblehouse was able to expand their capabilities beyond what Smile could offer, aligning with what Madrinas needed to fuel this new phase of their growth. To start, Bubblehouse provided a full landing page rewards experience customized with Madrinas’ branding, upgraded from a cookie cutter widget experience with limited screen real estate.
Bubblehouse also expanded the capabilities of Madrinas’ loyalty offering. Key points included:
All this, laid out with Madrinas’ premium branding on a full landing page for customers to interact with. Besides the landing page, Bubblehouse provided loyalty touchpoints throughout the customer journey including:
Main Takeaways
With the loyalty upgrade, the results were clear for Madrinas. The average revenue per customer engaged with loyalty was 36% higher than those without, driving much higher ROI on rewards than Smile was previously.
Similarly, customers who engaged with loyalty were purchasing more than 30% more than customers who were not engaging with loyalty, and were leaving 20x more reviews as well. This shows the benefits of driving customers to engage and utilize loyalty were massive, and Madrinas was taking full advantage of it to boost their repeat customer revenue.
Through the upgraded loyalty page experience, Madrinas also managed collect valuable first party data from their customers. Within 2 months, Madrinas had collected 15.4% of all customers’ birthdays and 10.5% of all customers’ SMS numbers, enabling to gift birthday points and drive customers back to convert on their birthdays, and to retarget them via SMS promotions as well. This was all enabled via a seamless loyalty experience that is customer friendly and seamlessly part of Madrinas’ customer journey.
Especially at a time when acquiring new customers was more expensive than ever, combined with increasing competition online, getting the most value our of your existing customers comes from giving them value via loyalty and rewards as well. Madrinas and Bubblehouse created the playbook to make sure their customers weren’t going anywhere else and were fully involved in the Madrinas brand from repeat purchases to brand engagement to referrals.
