#14 Community News | Obrador de Goya launches its loyalty program with successful adoption | Loyalty
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Obrador de Goya | A loyalty plan inspired by the cinema
Customer loyalty goes beyond quick service and fine dining. We love to see how pastry & coffee players like Obrador de Goya are joining the trend of consumer experience digitalization.
The fourth generation of bakers leading the brand have decided to take their local experience further by moving into the digital ecosystem with a loyalty system adapted to the needs of their target audience. La Fiesta de Goya allows its members (program participants) to accumulate Goyas with each of their transactions in physical stores. The more Goyas, the better rewards and benefits the consumer can enjoy.
Carmen, the brand's CMO leading the strategy, talks about the positive results obtained during the first weeks since the launch. "We are achieving very positive adoption figures. Now we can know more about our customer and their consumption habits."
With 7 own bakeries and more than 20 franchises, the brand expects to continue expanding the digitalization experience over the next few months, always maintaining the essence of closeness and authenticity that characterizes them.
Craftsmanship and the secret touch of the grandmother remain pillars of their brand identity and are something they will maintain in their digital activations and strategic communications to customers. "We want to maintain the same type of relationship we have with our customers in the digital environment," Carmen confirmed.
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