- Content Strategy & Governance
- Commerce Platform Implementation
- Mobile, Web & Emerging Applications
- Product Design, Strategy & Innovation
- Loyalty Design & Strategy
- Content Management & Experience Platforms
- Audience Strategy & Research
- Customer Data Platforms
- Customer Activation & CRM Strategy
By The Numbers
- 365KCUSTOMERS SIGNED UP FOR THE PROGRAM ON DAY 1
- +1MMSIGNED UP WITHIN THE FIRST MONTH
- #1APP STORE’S TOP CHARTS FOR FOOD & DRINK
Business Issue
When COVID-19 hit, Dutch Bros. knew their highly popular rewards stamp card and physical payments would need to be transformed into contactless versions. Not only did customers want a new level of frictionless ordering and payment options in terms of safety and convenience, they increasingly expected personalized experiences similar to those they would receive in-store.
Dutch Bros wanted to bring the much-loved physical elements of their brand to a new digital experience. To do this, Bounteous centered its focus on designing an app and loyalty program that gave customers the unique Dutch Bros experience, interpreting their style with a new digital palate.
Solution
To ensure a successful and widely adopted launch of the new app, we devised a roll out strategy and led the design of digital marketing assets for the Dutch Bros. website, social media channels and email marketing.
Paper stamp cards were replaced with an in-app rewards program that allows customers to earn and redeem points for their favorite drinks. To keep the fun vibe of the Dutch Bros brand, we recreated their physical stickers as a feature of the digital experience. Stickers can be unlocked or given out by Broistas for customers to personalize their app.
Through extensive research and testing, we developed the Dutch Pass — a seamless and contactless way to pay. Customers can upload funds from gifts cards or credit cards, scan their QR code and earn points to go toward a free reward. Knowing the mutual appreciation that exists between brand and customer, payments can also include a custom tip to say “thank you” to their Broista.
Outcomes
With the simple yet dynamic layout, this true-to-brand digital experience is already taking off in popularity with its easy-to-use interface and commitment to the happiness of its customers. The Dutch Bros loyal fan base is raving, serving their favorite coffee brand a 4.9-star rating in both the App Store and Google Play. The app is also already collecting awards within the first couple months of release, taking home a platinum badge-of-honor from the AVA Digital Marketing Awards for best new loyalty program/app.
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