A Loyalty Program in the Area of Digital Transformation Based on the Example of the Costa Coffee Brand

Abstract

The common digital transformation, as a result of the influence of three megatrends - globalisation, the dynamic development of technology and the new consumer in the market - has forced companies to adapt to the new market conditions. The consumer, who is the last link in the chain, focusing only on consumption, is now the co-creator of the market offer. He or she is more receptive to marketing messages using modern tools such as, among other things, mobile devices. This study presents the adaptation of the Costa Coffee brand to the new market environment, using the example of its loyalty programme.