A truly omnichannel coffee experience that recognises the same customer on every channel
With 1page-Platform we brought in-store purchases, e-commerce, the mobile app, individual and corporate memberships, Peso earning, coffee rewards and campaign processes together on a single loyalty infrastructure.
About Juan Valdez Türkiye
Juan Valdez is not merely a brand name or a logo; he is the symbol of genuine Colombian coffee and the shared spirit of more than 500,000 coffee-growing families who tend their coffee trees like their own children on Colombia’s steep slopes, just beneath the clouds. Born in 1959, this legendary character set out with a coffee basket in his hand and his mule Conchita at his side to tell the world the story of real, flawless coffee. Every cup of Juan Valdez you drink today is not just premium coffee; it is the work of Colombian farmers who wake at dawn in those mountains and pick the reddest, ripest coffee cherries one by one, by hand.
A truly omnichannel coffee experience that recognises the same customer on every channel
Challenge
When the physical store and digital channels worked independently, a customer’s purchases, loyalty balance and campaign earnings became fragmented. Value earned on one channel could not be used as easily on another. Anonymous purchases in store made it hard to recognise the customer and to carry that purchase correctly into the loyalty programme. The loyalty programme needed to offer regular, understandable and usable value. Rewards that could not be tracked, or could only be used on one channel, would limit loyalty. While point-based loyalty mechanics deliver a financial benefit, what was needed was a more emotional, easily understood reward mechanism tied directly to the habit of drinking coffee. The disconnect between the customer’s loyalty experience in store and their purchases on the web was one of the biggest obstacles to a genuine omnichannel experience. Benefits offered to corporate customers had to be separated from standard campaigns, and only eligible members had to be able to use them. Managing different campaign mechanics — Pesos, free coffee, personalised offers and corporate discounts — in separate systems would create operational confusion and an inconsistent customer experience.
Solution
On 1page-Platform we created a shared profile and loyalty account for every customer, linking their store, web and mobile app transactions to the same identity. Purchase history, Peso balance, coffee earnings, membership details and campaign entitlements are now managed centrally, independent of channel. We built an experience in which customers identify themselves in store by scanning the personal QR code in their mobile app. When the code is scanned, the purchase is matched to the customer’s profile and their earnings and campaign entitlements flow into the shared loyalty system. We created a shared loyalty wallet in which every eligible purchase earns Pesos. Customers can follow the Pesos they earn, their balance and their transaction history in the mobile app. Accumulated Pesos are turned into discounts on later purchases within defined rules. All earning and redemption is handled by the central loyalty and campaign engine. Alongside the Peso system we built a second loyalty mechanic in which customers collect digital coffees by scanning their QR code on store visits. Once a customer reaches the set number of coffees, they earn a free coffee. They can see the coffees they have collected, their progress and their reward entitlements in the mobile app. We unified Juan Valdez Türkiye’s e-commerce experience with the mobile app and the loyalty infrastructure on the same platform. Customers can browse coffee and accessories on the web, complete their purchase and continue every transaction with the same shared account. Transactions on web or mobile are written to the shared customer profile, loyalty balance and campaign system. On 1page-Platform we linked the corporate membership structure to the loyalty and campaign system. Once verified, corporate members can use the discounts and benefits defined for them in store and on digital channels. Campaign eligibility is controlled centrally by customer type and membership. We gathered all earning, redemption and eligibility rules in 1page-Platform’s shared loyalty and campaign infrastructure: Peso earning and redemption rules, digital coffee and free product entitlements, individual campaigns, corporate member discounts, channel- and store-based campaigns and customer segments are all managed there.
Result
When a customer moves from store to web and from web to the mobile app, the experience is not interrupted. Every channel recognises the same customer and carries on from where they left off. An in-store purchase stopped being an anonymous till transaction and became a valuable interaction that recognises the customer, rewards them and feeds later experiences. Every purchase gives the customer concrete value they can use in future, creating strong motivation to visit and buy again. The loyalty programme is no longer a structure for accumulating points but an understandable, enjoyable experience that brings every coffee closer to a new reward. A customer relationship that starts in store continues digitally, while the purchase data created on the web becomes part of a complete customer memory that enriches the store experience. While individual and corporate customer experiences are managed on the same platform, each customer group can be offered value propositions suited to its needs. Campaigns now run in store, on the web and in the app under the same rules and in real time. Launching new campaigns became easier while the customer gets a consistent loyalty experience.